Building the creative professional of tomorrow
In 2009, there was a terrific documentary on advertising called Art & Copy. It’s an inspirational film that celebrates the most influential creative professionals of the past five decades. And there is something very telling in the title. Most of today’s creative directors rose out of the ranks of art director and copywriter — art and copy. In the era of print, TV and radio, this made perfect sense.
But if, like me, you are one of those creative directors, you may find recent trends to be frightening. Broadcast television ratings have been going down for decades. Newspapers and magazines are struggling to survive. Broadcast radio is competing with iPods and Internet radio. And now, here come the Millennials. This generation is larger than the boomer generation. The oldest of them are entering their 30s. In the next 10 years, they will start to dominate as consumers, employees and clients. Not only do they distrust paid mass media advertising, they’re finding it easier than ever to avoid it completely.Read full post...