In the old agency model, account people (the business people) were always in charge. Back then the ad business acted like a predictable and stable business. The creatives were considered a necessary evil. Flaky, temperamental, easily distracted and dismissed...as in not taken seriously.
Today is different. At some agencies the inmates are now running the asylum. And why not? The "creatives" are most attuned to the changes in consumer behavior effecting today's marketing landscape because they ARE those consumers themselves. It's in their DNA to listen, learn and communicate what's important. The good ones identify emerging trends early and weave them into their work.
Creatives who lead agencies don't fear failure. They are not married to the past. They are eager learners willing to change, reinvent and experiment. They recognize that you cannot take today's social media creative platforms and force them into traditional agency structures and expect to grow or make a profit. There is nothing wrong with really good strategic account people who are creative as well-we need more of them. It's just nice to know creative people can do something other than just be the entertainment.
I like today. Finally, my mom will think I have a real job!
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