The digitization of advertising hasn’t just changed the work that we do. It has also changed the way that we work and the kind of talent needed to succeed. There is no such thing as a standard unit anymore. It takes a team of specialists to develop a campaign that 20 years ago took a handful of people. Agencies can’t use the same model and expect to be successful. The best teams are made up of those who invite others in to make their ideas bigger and better. To succeed in this environment, campaigns must be developed as open source so that other team members can add to and improve ideas.
Pete Imwalle, svp, chief digital and integration officer, RPA
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