Digital Has Shifted the Agency Creative Process

The media environment has changed dramatically due to the explosion of new channels and technological innovations, which has had important ramifications not only for advertising, but also for advertising agencies and their creative processes. Using a series of interviews with agency creative directors and digital strategists, this study investigated how agencies have addressed these challenges and taken advantage of the opportunities. Its two key contributions are an updated model of the creative process and the identification of four alternative structures agencies use to create the core concept. The study also found a paradigm shift from framing technology in terms of its production value, to framing technology in terms of its strategic and creative value, as technology specialists have become involved in the strategic and creative stages of campaign development.Screen Shot 2018-02-02 at 4.55.46 PM

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An Update to the 3% Statistic

In 2008, I analyzed the 1984, 1994, and 2004 issues of the Communication Arts Advertising Annual. I learned that only 3% of the creative directors across those issues were women. I worked with co-author Karen Mallia to update the data by analyzing the 2014 issue, and women are now 9% of creative directors. The 3% Movement and other efforts to increase the number of female creative directors have made an impact.

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