I’ve worked at a high tech B2B agency, a big sales promotion agency, general market agencies, and an event marketing agency that operates like a design shop. I’ve never worked for a digital agency, although I’m certainly open to it.
Here’s what Robert Rasmussen, newly named ecd innovation at Bartle Bogle Hegarty/New York thinks about the differences:
The main difference between a digital and traditional shop, he suggests, is structure. The average creative process on a traditional assignment, he notes, often has a beginning, middle and end. But “people who work in a digital environment live in chaos and don’t have a problem with that,” he says. “You never know how long or how deep the conversation [with the consumer] will be. It can be 20 seconds or it can [last] years.”
Rasmussen spent time at Wieden + Kennedy and JWT before moving to the digital side at R/GA and then on to BBH.