Coming To An Agency Near You: The Four-Headed Creative

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Anne Benvenuto is executive vice president of strategic services at R/GA. In the May 2007 issue of Admap Magazine she wrote an article called “Planning: the challenge of complexity” which introduces her concept of the creative hydra and other new media challenges.

The creative hydra was born when a few new roles were grafted on to the traditional copywriter-art director team to help conceive programmes and experiences. These included the technical creative director (“tech lead”) and the interaction designer (also known as the interaction designer).

Benvenuto’s point is that planners must learn to manage the complexities of the new media marketplace if their agencies are going to deliver more than just communications.
[via Vincent Thomé]

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.