While reading through a discussion on LinkedIn on the short supply of creative talent, there was one comment that stood out. It is the sort of piece that I wish I had written. You know it’s a great observation when you can place yourself easily into one of the classes.
I see three “classes” of creatives:
1. The old school group who have 25+ years of experience and are concept/copy driven. Most of these have fantastic creative vision but are more likely to be directors, overseeing the visual creation produced by by others.
2. The group that Leandro describes. However, I also see many of those as being pretentious… a problem which is only exacerbated when they find themselves working in for a corporate (vs. creative) firm who strokes them for mediocre (and often poorly considered) solutions and approaches.
3. The last group are the generation-X (35-45). They fall between groups one and two and walk the line between old school and new
approaches. The are integrators, capable of blending copy, design AND sound brand strategies.
Of these three groups, I get excited about working with group 3 types. I totally respect the wisdom and approach of the group 1 types. But I am saddened by the group 2’s and prefer not to deal with them.
Oh, and if you’re interested, I believe I fall into class 3.