Is Tech Killing Off Creatives?

Digital media–sometimes referred to as “new media”–have been taking ever larger pieces of marketers’ media placement budgets. And digital effects have been creating big impacts on audiences and awards juries. Now comes an Ad Age editorial by Mark Wnek claiming that highly paid and seasoned creatives are being jettisoned by agencies as they rush to recruit young techies to create ever more audacious marcom content.

(See http://adage.com/article/agency-viewpoint/death-creative-excellence/309496/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1498820505&utm_visit=181161)

Wnek’s premise is that there is no substitute for creativity, and that creativity is much more than the sum of any digital tech effects. He worries that true creativity is on the wane. This is worrisome from multiple perspectives, not the least of which is what happens in a world where Philip Kotler’s Marketing 4.0 five As starts to dominate marketers’ conversations and social media eventually replace television as the number 1 ad budget medium?

This gives us all something to think about. I’d appreciate your comments.

About mediainmind

Education: BFA in Painting & Sculpture from California College of the Arts (Oakland); Executive MBA in Executive Management from the Peter F. Drucker & Masatoshi Ito Graduate School of Management at the Claremont Graduate University (Claremont); MA and PhD in Media Psychology from the Fielding Graduate University (Santa Barbara). Experience: Over 40 years experience in marketing, advertising, and public relations on the client and agency sides of the business; for-profit and nonprofit, as well as government. Special Expertise: The interface between human behavior and the media. It's all about "media in mind." View all posts by mediainmind

2 responses to “Is Tech Killing Off Creatives?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: