Is the creative team dead?

A few years ago, the thought would have been laughable. Not anymore.

Is the creative team dead?

That question has sparked some very heated discussion recently. And as you can imagine, there have been sharply contrasting viewpoints. But through it all, no one seems to have arrived at a definitive answer.

Before I join in the debate, I believe a little background is in order.

The birth of the creative team.

Marketing lore says that the agency creative team was the brainchild of the legendary Bill Bernbach. Mr. Bernbach had the foresight to realize that words and pictures worked much more effectively in true harmony.

That premise may seem like a no-brainer today, but back in the 1960s it was revolutionary. Mr. Bernach acted on his inspiration by pairing up art directors and copywriters, and it changed the structure of agency creative departments forever.

A quick side note: If you’re unfamiliar with Bill Bernbach, you certainly know his campaigns. He took a stubborn eater and made “Mikey” the face of Life Cereal. He embraced the number-two rental car company and proudly proclaimed, “We try harder,” allowing Avis to capture market share from Hertz. But above all, his work for Volkswagen is still breakthrough 50 years after it first appeared.

Yes, the creative team was in its glory in 1964. But let’s fast forward to 2014.

The demise of the creative team.

The marketing landscape today is completely different than it was in Mr. Bernbach’s day. Back then, print, outdoor and television dominated the media plan. Today it’s content marketing, email streams, websites, PURLs, web videos, direct mail, apps and online games.

With this significant shift in our media options, how relevant can that traditional creative team be?

I have to openly admit that art director and copywriter creative teams are an endangered species. But from my viewpoint, this is not a bad thing. In fact, it’s the best thing to happen since art and copy first learned that they actually needed each other.

That assertion may sound like blasphemy coming from someone who has been part of the same creative team for well over a decade. Because if the creative team truly is dead, I’d better become an accountant like my father wanted all along. But before I go for my CPA, hear me out.

I did not say the creative team was dead. We simply changed the players.

The evolution of the creative team.

I contend that a strong creative team is still the heart of any good marketing agency. But here’s the key distinction: Today’s creative team has evolved right along with our industry and our communications.

The brainstorming session is no longer the sacred domain reserved solely for art directors and copywriters. Today the creative team can encompass everyone who helps to shape the work from concept to completion.

I love it when a digital designer brings a new technique to light that makes a landing page even more engaging. Or when an animator suggests an approach that enriches an entire video. Or when a web programmer takes a simple vision for an online game and transforms it into a viral sensation.

In short, the resources for bringing a great creative idea to life are more diverse than ever. Why should our creative teams be any different?

One last thought: I believe that somewhere up there in marketing Valhalla, Bill Bernbach is looking down and smiling. His brainchild is alive and well. And he’s very proud of how much the creative team has grown.

Whether it’s a new creative design technique, programming implementation or even developing more efficient email practices, our team is always evolving and searching for ways to optimize our marketing communications and strategies. To see how your current marketing activities can be taken to the next level, sign up for our Improving Performance and Optimizing Your Communications webinar.