Point of View: Global planners' new challenges

Creative departments are widely being restructured to include technologists, user interface experts and PR people, while ideas are presented as wireframes or press releases and ‘traffic’ is replaced by ‘production’.

Global planners' new challenges

John Woodward

Publicis Worldwide

One of the hottest topics at Cannes this year was the restructuring of creative departments. Tourism Queensland's ‘Best Job in the World’ campaign and Fiat Eco-Drive got the industry's attention in 2009, and creative directors had clearly spent the year working on changes.

Technologists or user interface experts are being introduced; PR people being made part of the team; ideas are being presented as wireframes or press releases, not idea statements; and ‘traffic’ is being replaced by ‘production’. We are well into the era of 52-week conversations. The buzz around Wieden &...

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