There has been recent debate on marketing blogs about the role of the “creative technologist.” As if technologists were not creative in their own right. Edward Broches of Mullen and Scott Prindle of Crispin are active discoursers. A big marketer and agency challenge today is finding and creating a central point around which the creative department, media department, strategy dept. and technologists can array. As a brand planner, I vote strategy. Messrs. Brooches and Prindle, it seems, choose a coder comfortable in the sunlight and art galleries.
But upon further thought, I’m going in a different direction. I am rolling with a creative analytics person. Talk about head down types. Any new agency worth its fee has analytics people in pods around the shop. They are overworked, natively digital and not particularly creative – though they may snowboard. What they aren’t, are invited to the creative briefing meetings. And if they are, tend to be the quite dude in the corner.
These Analgesics (analysts who can find the pain) are seers of patterns. They may not be able to come up with a selling idea, TV spot or first user experience, but they can and should be in the room and allowed to contribute. Perhaps not the central figure, but in the room. Analgesics munch numbers like nobody’s business, plus they are real consumers. Bring them to the table. Let them talk without being derided.
Analyzing success metrics, seeing patterns and predicting patterns will be the new black in creative development. Peaceful!