Wednesday, October 3, 2012
In this video interview, Daniel Andreani, Creative Director at McKee Wallwork & Company, talks about the evolving role of creativity in integrated marketing:
Q – Describe the creative department’s role in today’s world.
Daniel – It is much broader than it used to be even just a few years ago. What is exciting is that we get involved sooner, much like in the 50’s & 60’s when you think about it; at the products inception, even earlier sometimes, in order to make sure the creative process is always integrated from start to finish giving ourselves and our clients a better chance at success.
Q – How has the relationship between creative and other departments evolved recently?
Daniel – Again, integration is the key. In a lot of cases the medium has become the message making the role of coming up with ideas not just the function of the creative department but of all the departments. Who cares where the idea comes from as long as it’s great, moves business and sometimes even wins awards. We should all be up for it.
Q – Can creative drive business?
Daniel – Creativity is energy and energy creates momentum. All great brands have it. The brands that get stuck out there are the ones that do not encourage creativity. They stall, they get stale. And so, at the same time I do believe that creativity without focus, commitment, leadership, and obviously nerves of steel won’t do much. But creativity, well executed, is a sure bet to success and I firmly believe in that.
Q – What is integrated marketing?
Daniel – Integrated marketing is really the act of being cohesive within a marketing plan. So it’s like a well-oiled machine that reaches its full potential once all the parts get going. So it takes focus, consensus and consistency to reach its full speed. And once it does, integrated marketing really helps create great brands that generate awesome results for those that have the nerve to apply it correctly.