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PERSPECTIVE
Whenever I talk to "traditional" agency chief executives about digital creative talent, there's a tangible reverence that implies these rare creatures have surfaced in adland with hitherto non-existent,alchemic skills.
Our feature on page 30 helps debunk this persistent myth. Wesent Andrew Crackncll - a creative of quite some experience (for which read, too,years) - into one of the hottest digital agencies in London: Lean Mean Fighting Machine. We chose Cracknell as much for his metaphorical long teeth as lor his enquiring mind. And while we were quite sure that he would he inspired by the experience, we also harboured a quiet suspicion that he might hold up the naked emperor.
Well, it turns out the emperor is nattily dressed and digital creatives are as normal as the rest of us.
A few years ago, it was probably fair tosay that many digital creatives had a design background and didn't always have, say, the writing skills that could transfer them to an offline agency. That's all changing: creatives are creatives are creatives, wherever they work.
The fact is...