A recent article in Advertising Age featuring Digitas had this to say about the agency and the future of creativity:
"No, it's neither a legacy quality like great copywriting talent, nor a
more contemporary capability such as technological expertise. It's the
ability to collaborate seamlessly across the boundaries of your own
agency."
"If you're working across platforms, the creative director must be egoless,"
"Sure, the work is impressive. The recent Digitas campaign for American
Express, to promote the card company's sponsorship of the TriBeCa Film
Festival, was a model of how to harness consumer-created content (in
this case, 15-second movies) to create deep, relevant, measurable
engagement with a familiar brand."
"if you come here as a creative director or media person or project
manager, we'll develop you not just into an interactive-advertising
specialist, but into a leader."
Full Disclosure: I am a Creative Director at Digitas (hopefully an egoless one). ;)
