As the world around us changed, a few things in Adland stayed the same. Such as the makeup of a creative department, indeed the entire agency.
Testament to this is the portfolio of a creative. Often called the “book”. Once upon a time, the book, filled with a dozen or so examples of your finest work, would be sent around to different agencies and recruiters. Many dollars were spent on beautiful binding, and many late nights at an agency utilising a printer and the really nice paper usually reserved for client presentations.
Then things changed.
The book became emailable. Easily printable. So you could send out multiple copies via email. Of course, it wasn’t long before the next step. Transforming the portfolio into a website. Now it’s gone one step further, with social networking creating sites like Behance, where you can upload your work and share it with the world.
Similarly, agencies have tried to evolve in order to keep up with the times, adding capabilities such as TV departments in the 1950s, and towards the end of the 1990s, digital. But the problem is that many agencies continue to stick to a silo approach. Which, given the social landscape is a polar opposite of the way we as a society interact.
So is the old dynamic duo of an art director and a copywriter wrong? Well, the short answer is no. What’s wrong is the idea of departments, whether they be creative, digital or production.
Repositioning an archaic agency business model isn’t enough. That’s why at Plato Creative we’ve turned the model on its head. We expect everyone to be creative, regardless of the channel or challenge.
“We expect everyone to be creative, regardless of the channel or challenge.”
To meet this challenge, we’re building the largest integrated studio in the South Island, bringing teams of people together across a range of disciplines to develop solutions and deliver projects that drive results that businesses need to succeed in this fast changing world.
We’re redefining the model to meet the demands of business head-on. It’s a model in which everyone at the agency works creatively. Things have changed. So have we.