We've all ever been in front of the TV, watching one of those notices should clearly be an inspiring message, but ends up causing the opposite. Surely you have also seen those banners that take the entire space of their screens offering something that is not nearly relevant. Worse even, those QR codes that usually appear in the subway intended to be scanned in the middle of the mess.
The industry has a blind spot. There are too many experiences ending up different from intended results; the consequence is that these ideas end up communicating to the wrong person at the wrong time, and they usually end up transmitting even a different point of view.
The legacy of traditional agencies makes us think that creative thinking is divided into two. On the one hand, there are those who handle the pencil, while on the opposite side are the algorithms. These two cultures are often not understood with each other, and perhaps for that reason, often avoid talking to each other. Creative agencies think impressions without having in mind how they will live in the outside world.
What we have to understand is that the media are not only the canvas for creative work; all this insight serves to guide the creative ideas and selection of appropriate channels for them. Means teams know each platform and format. They provide additional insight into the creative process, which is meant which format to use and why. They can also track and help optimize not only the media, but how they reacted to the creative work exposed them.
In most agencies, systematic thinkers are not considered creative and prevented from contributing to the ingenious process. That's why we need to create an environment where these people are considered equally creative. An environment where cultures are in a relationship of equality, systematic and narrative thinkers. At that point it is where the magic happens.
In history, whenever two seemingly conflicting cultures collide, creating the best space occurs. It's this time, let's get the most out of it!