What is a Creative technologist
by admin on June 9, 2011
In my view the creative technologist role is a response to a client need. Businesses must exploit the opportunities modern technology affords them. Especially in marketing where technology is continually transforming the way people communicate and relate to one another. Agencies need people who understand marketing, business strategy, creative and the mediating technologies. This is what a creative technologist is. Attempting to construct a strategy or produce creative work across media without those people involved results in missed opportunities and ideas that sound great in principal but fall flat in practise.
People like me have been performing this sort of role within agencies for a long time but I has been hard to get recognition and be empowered to really make a difference.
One challenge for agencies it to figure out where these people fit. Are the part of the creative team, strategy, technical or something else. My answer to the “where do I put them” question is that we need to break down the silos and work together. The key is that CT’s have to be involved from the start and empowered to act. If there isn’t a CT on the pitch team you probably missed a trick.
Leave your comment