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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.