Creative media is changing. According to an Interactive Creative Director I spoke with this morning – a 30 second TV spot just won’t sell a brand anymore. The market is changing – because consumers themselves are changing it. With the new presence of DVR consumers are able to fast-forward through commercials, and according to an AAF poll, 85% do just that. Viral marketing, digital media, social networking and only part of the change in marketing – agencies are simultaneously trying to find new ways to force frequency and reach while also engaging consumers with websites that allow them to create and be involved – all the while exposing them to messaging. Since creative output is changing, advertising creative talent has no choice but to get onboard.

Art Directors, copywriters and designers are all seeking opportunities to participate in conception for the digital arena, and produce branding for new, unheard of creative outlets. A word to the wise – if your agency home offers no progressive media opportunities – jump ship. Seek new opportunities to be challenged and you will be a more valuable candidate in the long run.

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