Campaign Brief’s 3 Minute D&AD Interview: Ian Tait, executive CD at Google Creative Lab
April 21 2013, 8:26 am | | 1 Comment
Campaign Brief interviews Ian Tait, executive creative director at Google Creative Lab, who was Foreman of the D&AD 2013 Digital Advertising jury.
1 Comment
Telllin it like it is…
It’s almost impossible to do real innovation in a traditional advertising model. An agency needs to be trusted by more than the marketing department. They need productive partnerships with other teams like product, engineering and logistics etc. Most agencies I’ve had experience with are hopeless at developing relationships in this way. Wheeling out the ECD and expecting the fairy dust to work it’s magic just doesn’t cut it
Digital agencies and integrated agencies with ambitions to do work like Fuel Band or Nike+ or whatever need to work on developing long term relationships with clients and identify Marketers that can see past the current campaign budget.
Also, the days where you could claim innovation with a case study video and get away with it are clearly over.