If Chaos Makes You Uncomfortable Stay Away From The Machine

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.



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.