Alternative marketing thinking


The new creative team

Anyone who has been following Edward Boches and the transformation of the award winning ad agency Mullen will be familiar with this. The new creative team will now need IA, UX, technology, connection planning and social media working together with copywriters and art directors working together. In this blog post Edward puts down the plan that agencies can use to move into the post digital age. By rewriting the brief (Goodby’s Gareth Kay has put up his exploration of the new creative brief here), placing different creative teams together, getting everyone involved from the start, hiring T shaped leaders and more this creative leader believes that agencies will be able to make the shift into the new digital world. Read the whole post here.


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