Marketing and Creative Direction Need to Be More Tightly Integrated
Earlier this year, an ad agency in Japan brought on a robot to work as its new creative director. Then in June, said robot came up with its very first ad, which attempts to sell breath mints by telling the tale of a shaggy dog who learns how to fly as glittering, minty-fresh dog breath spews from his mouth. While the "hiring" has attracted mockery, the situation is also eerily prescient -- the creative director role is growing more indebted to technology every day. I predict that in ten years, we'll still have people who technically have the creative director title, but the job itself will look entirely different.