Creative technologists in brand advertising

Interesantísimo artículo aparecido en el blog del marketing technologist Scott Brinker sobre las razones por las que se hace necesario incluir la figura del "creativo tecnológico" en el equipo creativo de las agencias interactivas:

the creative technologist must be the third member of the new creative partnership that for the past 60 years has existed between the art director and the copywriter

... además de detallar los 4 enemigos del Branding on-line:

• a direct-marketing culture and tradition that devalues creativity and its long-term effect on brands;
• an interactive agency business model that disincentivizes greatness and fails to penalize mediocrity;
• an unwillingness by mainstream agencies to integrate technologists as full partners in the advertising creative team;
• media industry values and habits that malign and depreciate its own products, and by extension its customers'

Leer el artículo completo aquí