How creative is a creative agency?
Traditionally, advertising agencies had departments such Research, Client Servicing, Design, Production and Media. These departments commanded a varying degree of respect with the Creative ‘team’ being most respected. They were treated as the ‘heroes’ and ‘heroines’ of the agency – just as in the film industry. They could flout all rules, as long as they met deadlines. The creative director commanded respect – to the point of veneration. Whereas, before the age of the internet, agencies relied on the ‘blackbook’ for inspiration and standards to emulate, today, the entire creative ‘blackbook’ is available for everyone. With the explosion of digital tools at the disposal of every creative person, the niche of the ‘creative team’ dropped a notch or two. This prompted many ‘creative people’ to start their own agency, just to provide creative services like, copywriting, design artwork, music, animation, photography, videos, and today have extended it to digital world and included websit...