Global planners' new challenges
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 &...