- ‘Chinese Whispers’ – Exploring the symbolic and tacit devices drawn upon by people in advertising agencies to communicate creativity both internally (eg cross-functionally, between different social/cultural worlds within the agency) and externally (eg to the client, to other agencies)
Internal and external representation of creativity: communicating an understanding of ‘what is actually going on here’, unpacking the creative ‘black box’ and delivering more tangible representations of process, strategy etc from diverse creative roles. Issues of cultural capital eg the creative individual acts / dresses / talks in a certain way, and this is expected but also necessary to represent in a certain way, eg Impression Management, Individuals, office location, physical environment as Cultural Assets…Idea of protecting cultural capital eg the creative process should be kept sort of mysterious and whatever else in order to preserve its cultural capital’s credibility?…How people act as buffers eg Account Managers buffering between creatives/clients…
- ‘Bringing Digital Agencies to the table’: Arguments for vertical [and horizontal] integration of strategy, planning, and creative conceptualization in a cross-platform space
Basically the idea that digital agencies are pushing [and slowly achieving] greater strategic involvement at a cross-platform level, so rather than being handed down a brief and adpating [shoehorning, retrofitting] to pre-/otherwise-determined creative, media space etc (eg by the client independent of the digital agency, between the client and the media agency (unconsulted media planning); between the client and the ATL agency (creative concept passed on and not organic), they develop from an original brief and co-create strategy, planning and concept that complements but is not restricted by ATL creative or other agencies…
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