What Makes Creative Zoo Relevant
One of the unfortunate aspects of the modern and very digital age is the proliferation of specialists. For example it requires a specialist to operate sophisticated graphic software programmes, a function that can be undertaken by a trained desk top operator, but never in a creative way.
Large agencies are filled with specialists – there is a specialist for every occasion.
This situation has led to a blurring or lack of understanding of relevant creativity. The routine rubbish pushed out by the technically trained desk top operator visible in all media confirms this.
It is easy for non creative people to confuse the two, believing that because the desktop operator can work the system he has talent! This is even more acceptable if he/her earns a low salary. And huge volumes of work must be pushed out.
Again media planners sitting in specialist media buying companies, have often never met a copywriter or art director. Where once, production departments, as well as media departments, were areas of the business that trained people in the basics.
More importantly production and media were places where advertising trainees came into daily contact with experienced advertising people. Now we have schools specializing in various aspects of advertising. There are very few people in the industry who have a broad knowledge of how everything fits. In fact, in my experience there is almost a total lack of marketing knowledge amongst the majority of most agency personnel.
This is where the small agency is strong – where everyone is exposed to almost all industry activities – where service and providing the right solution is critical to the business of producing advertising that works for the client.
At Creative Zoo we are all involved in the business of our clients – try us if you have the courage to do things differently - you will find it refreshing and profitable.
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