Tom Murphy on the “Creative Carousel” at Advertising Week
Our Co-Chief Creative Officer, Tom Murphy, participated in the “Creative Carousel”, a panel closing out the first day of Advertising Week in NYC. The panel focused on the state of the creative industry and the evolution each panelist has observed over their tenure in the creative field.
All of the creative leaders noted that the definition of a creative person and/or creative team has shifted over the years. Each creative is required to wear many hats and collaborate with many people. This is because creatives now need to approach things in a more complex way, since the possibilities are endless and their pallet of mediums to work with is much wider. Tom said that even at McCann, where we still have the traditional creative team of an art director and copywriter, it is always helpful to have some hybrid creatives who don’t consider themselves to be only copy- or design-driven.
Technology has pushed the creative process and agency structure to evolve rapidly. Teams usually start with an art director and copywriter but end up morphing into a much larger and more diverse team. Experts for each project are brought in much earlier so the creative team may end up becoming a group of seven, ten, or even 14 people. Producers are a great example of experts who are brought in much earlier to help in the brainstorming process, and becoming a staple in each creative team.
Clients, and specifically brand CMO’s, have also been pushing agencies and creatives to think in different ways to help their brands become global citizens. Every brand has younger consumers who demand the brand aligns with, and stands for, a larger social purpose. Along with being purpose driven, it is critically important to use data to inspire and inform the creative strategy. Tom said that even as creatives are coming up with more purpose-driven ideas to support and provide insightful data, it is still important for them to remember that “human ideas are still the most important”.