The Role of the Creative has Changed, but for Better or Worse?

The role of the creative has changed drastically over the last decade but it has also opened new pathways, says Gavin McLeod, executive creative director at Ogilvy Sydney.

McLeod, who recently returned to Australia after a stint at AKQA in San Francisco, believes the move from consultancies into the advertising space has a “positive spin” for the creative industry.

“15 years ago, I really had one career path which was agency world. You grow up and you become an executive creative director,” McLeod says.

“Now, there's just the breadth of opportunities as creatives. So, I actually think it's an exciting time to be a creative because you have more options than you've ever had before.”

Aside from the growing number of roles creatives can assume today, the breadth of work has also changed.

McLeod points out the change in workflow means creatives aren’t just “colouring in” all day; rather their work can have greater impact and actually make a difference beyond marketing.

“We used to just do campaign work and now creative can really impact the entire consumer experience across the entire ecosystem,” he says.

“Maybe the answer isn't marketing, maybe the answer is - and I'm a big believer of this as well - anything that we create that is a utility in people's lives and actually has a use and a function is always going to trump anything that you can do through marketing.”

But it’s not all rainbows and butterflies for creatives. As their roles continue to transform, the flipside is that so to do client expectations.

Original article written by Paige Murphy on AdNews, read the rest of the article here.

 

 

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