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Should Traditional Art and Copy Teams Still Exist?

Should Traditional Art and Copy Teams Still Exist?

Havas Global Comms

Havas Global Comms

February 5, 2018

Havas Düsseldorf's Darren Richardson asks the why and how of changing this traditional way of thinking.

"We still need the skills of traditional art and copy—they are not just important, but vital—but we also need other skills such as technology, digital, social media, design, 3D, editing to name a few".

Little Black Book

Darren Richardson
European Digital ECD & Chief Creative Officer Dusseldorf

February 1, 2018

I know this is a subject that’s been batted around for years, but I have honestly not seen much change. I look at myself as well with the agencies I have built up and run.

Well, I’m now taking a step to change this. “Finally,” most of you might say. But like I just said, most are talking and not doing.

Saying that we still need the skills of traditional art and copy—they are not just important, but vital—but we also need other skills such as technology, digital, social media, design, 3D, editing to name a few.

Before I changed, I asked myself a couple of questions: Why should I need to change, and how do I change?

Why

Clients are wanting quicker, cheaper, and better solutions because their customers want the same, therefore we have to deliver on this. Gone are the days where we get a brief and have one month to work on strategy, then another three weeks creative before presenting to the client. Then you had more time, with many rounds of changes.

These days we could have a brief from the client and be asked to respond within 24 hours with solutions, these solutions could be live tested and adapted while in the market.

This sort of quick creation takes a mind-set that reacts in a different way versus the creation of a 30-second TVC. It takes a different team set up to get the concept from thought to produced in a very short time.

To recap: We need to work quicker and better which equals time and skills.

Read the full article.

"We still need the skills of traditional art and copy—they are not just important, but vital—but we also need other skills such as technology, digital, social media, design, 3D, editing to name a few".

Little Black Book

Darren Richardson
European Digital ECD & Chief Creative Officer Dusseldorf

February 1, 2018

I know this is a subject that’s been batted around for years, but I have honestly not seen much change. I look at myself as well with the agencies I have built up and run.

Well, I’m now taking a step to change this. “Finally,” most of you might say. But like I just said, most are talking and not doing.

Saying that we still need the skills of traditional art and copy—they are not just important, but vital—but we also need other skills such as technology, digital, social media, design, 3D, editing to name a few.

Before I changed, I asked myself a couple of questions: Why should I need to change, and how do I change?

Why

Clients are wanting quicker, cheaper, and better solutions because their customers want the same, therefore we have to deliver on this. Gone are the days where we get a brief and have one month to work on strategy, then another three weeks creative before presenting to the client. Then you had more time, with many rounds of changes.

These days we could have a brief from the client and be asked to respond within 24 hours with solutions, these solutions could be live tested and adapted while in the market.

This sort of quick creation takes a mind-set that reacts in a different way versus the creation of a 30-second TVC. It takes a different team set up to get the concept from thought to produced in a very short time.

To recap: We need to work quicker and better which equals time and skills.

Read the full article.

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