In reward of hybrid creativity

We may have talked about the benefits of the creative polymath for centuries, but most agencies frustrate their talent, says Wayne Deakin, ECD, EMEA at Huge. And that is at the expense of what brands need today

Regardless of whether you are talking about combined diesel and electric cars, post-Covid work, combining office work with home work, or the meeting of digital and real experiences, “hybrid” is the word today. But with so many marketing skills and roles still so stubborn, is there any agency missing? The answer is yes.

We are all now dealing with some form of networking. There are the multiple problems that arise from a new and ever changing media landscape with ever changing consumer behavior. And there are the challenges that arise from increasing consumer demand for businesses to be accountable, responsible, and most importantly, authentic.

It has never been more important to connect the dots between the many different customer contact points of a brand. And for agencies looking to come up with the best creative solutions to solving their clients' problems, connecting the dots between different skills is crucial.

While in the world outside of advertising and design, people are finding mixed solutions to solving their problems – automakers focusing on mobility solutions, for example, or Disney and Marvel's move to direct-to-consumer streaming – this is an entirely different story within the US The limits of advertising, marketing and design.

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