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design education and visual communication
authored by chris m hughes

Is Technology Devaluing Creativity?

Monday, 31 January 2011

I'm hoping to attend an interesting event in Glasgow on 9th March, hosted by MiNetwork, entitled 'Valuing Creativity'.

A panel of Creative Directors from many of the UK’s leading advertising, design and digital marketing agencies will be discussing the impact that new technologies and ever-widening media platforms are having on the value of creative thinking.

In my previous post I highlighted one aspect of this - Adobe's continual rollout of ever more sophisticated (and backwards incompatible) digital software tools. For agencies, it's about either investing in updates and training, or else accepting that your competitors may well be able to do things faster and deliver more solutions to more channels of communication than you can.

Or is it?

That's something this event seeks to answer, and the promotional information lists some of the questions that are being asked -

- How do the UK’s leading creative thinkers deal with the mass of new technologies and new delivery platforms such as online, Social Media, e-marketing, mobile marketing etc when devising a creative direction for a client?

- How challenging is it for the creative team to develop a creative direction or theme that works across such a diverse range of media?

- How can smaller creative agencies develop a team capable of thinking and working across the broad spectrum of media now available to clients?

- Are creative teams playing second fiddle to planning and media departments?

- How are creative, planning and media teams working together now to create fully integrated solutions for clients?

- Does the agency model need to change so that planning, media and creativity sit and work together as opposed to being in their separate silos?

Phew. I think we get the message. These are crucial times we live and work in.

It's still true that the quality of creative thinking that an agency has at its disposal is its greatest asset. It's just that new technologies are making it harder to prove it.