Talent remains the main ingredient in marketing creative, and it needs to be nurtured, said Jim Lesser, president and CEO of BBDO San Francisco.
Ideas for winning communications can come from everywhere, he told Velocitize Talks. Sharing those ideas can benefit both the work and the organization, said Lesser, who started in the agency business as a receptionist. But he added the organization has to build mechanisms to surface those ideas from wherever they may come.
Sometimes, agencies can learn from other companies, as well, said Lesser, who himself undertook an internship at Google to learn more about programmatic and digital advertising.
The growth of marketing technologies offers agencies an opportunity to step in and help marketers make sense of the programmatic alphabet soup and multiple technologies, said Lesser.
Even as technology makes advertising more skippable and consumers tune it out, this may be good news for creative minds, said Lesser. It will make their work more valuable: “You can’t write the song just because you know every note. You still need someone to write the song.”
Creativity keeps evolving, especially in the creation of content. Building a website has evolved into a user experience and a center for utility and education, said Lesser. “The pressure is on the marketer to create content that’s going to keep you.”
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