“Sweet reel, but where’s your web work?” queried the creative director, dismayed by the candidate’s lack of a digital clue.
According to Ad Age, the above line of questioning is not fantasy, but a pressing credentials/personnel issue faced by agencies today.
(speaking at ad:tech) Bob Moore, chief creative officer at Publicis USA, said the agency doesn’t hire people without digital in their portfolio, the hoped-for net effect being not two classes of creative but one. The challenge is getting people to think about it as a blank slate, he said, and “the irony that creative people are the slowest to recognize this is grating on me. Terribly.”
