Isn’t it strange that the word integration is being used without understanding it’s true meaning. I must admit that my view has evolved over the past year. Integration is not just about adding on a digital department or hiring a shit hot flash coder.
The fact is creatives (Copywriters, CDs and ADs) should be able to cover ALL media. So the next campaign your art director works on set them the challenge of designing the banner ads as well. But herein lays the problem! Most creatives, especially in Australia, are not trained of have the skills. So send them back to school! It isn’t that hard, they are creatives, they just need to obey basic rules for even press ads.
HTML and Flash coders can now be integrated into production studios and set along side a InDesign Wizz. Just like a retoucher or Mac Operator, a Flash or HTML coder are specialists. One traffic manger, one creative and one workflow process. Hey! Even better idea, install a job ticketing system on your server!!!
But that would make sense!
Here is an article that touches on lack of talent in the industry.
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