Okay, a longish one again.
So, I was talking to this friend of mine. Yo is looking for interactive producers. And yo said something really intelligent, and at first I thought “oo this is an interesting insight” and it totally was, but, ultimately, I realized it was a bit misguided. But then I realized it touched on something really interesting, namely education and this wacky industry of interactive advertising, and in a couple different ways.
Lemme explain that.
SO, there is a lack of good interactive producers out there. Especially for agencies. This is totally true. They’re insanely hard to find. Like to the point where I could probably name, from memory, over half the good interactive producers in America. There are fewer Dressage champions in America than there are good interactive producers. I won’t dispute that point. Man, if you’re a kid trying to get into advertising and want to make a killing, become an interactive producer. Oh, right, except you can’t, because nowhere in America do we actually teach anyone HOW to be an interactive producer. VCU’s tryin’ to get it together, and they’ll have it in a few years, but, really, you can’t go to school for it right now. Oh and there are no books about it, either. I’ve been meaning to right one (though lord knows my producerly ways have been gettin’ shabby as they’re tainted with other aspects of the industry these days), but, like all half-decent interactive producers, I’ve been too busy to do it. As an aside, Amanda, or Mike or any of you want to write this book together, we could make a mint.
ANYWAY, my friend made an interesting comment while we were jointly bemoaning the lack of good interactive producers. Yo said “You know, we have all these great creatives, and they come to their producer with their good ideas and the producer just bogs them down with all of these questions. ‘how many pages?’ ‘Flash or HTML?’ etc etc. And it totally stifles their creativity. It’s not like this with Broadcast. Creatives can just think about the idea. The producers do the rest. We need producers who will help get the thing done.”
I think there’s a lot of intelligence in this comment, and I think it’s a solid hallmark of a great interactive producer – help ‘em get the shit done. Be a team partner, and figure out the hard stuff.
BUT, I think there’s another point in there. My friend’s agency has made a logical decision – to hire creatives who focus on the idea, and then get them the support they need to execute on the idea. This makes sense, but I believe it is a bit of a myopic view of the situation.
If we take a look back and survey the environment we’re in, we’ll realize that these traditional creatives aren’t coming to their broadcast jobs blind. Every kid in America knows what a camera is. They know what lights are, and mics, and green screens. Most every kid in America could tell the difference between a CGI effect and a real one, and could probably even tell you when to use which. Every kid in America can spot a big budget film from a low budget film. Everyone knows what a script is. Most people know what a storyboard is.
The tools and trades of making broadcast advertising is ingrained in our national conscience. We all know the basics. A broadcast creative can thank hollywood for giving them a basic grasp of their field for free.
In interactive, however, this is not the case. Yet.
Would the above analogy work if a traditional agency hired creatives who didn’t have a clear idea of what a movie camera was, and when they went to their producer with an idea and the producer said “sounds good hey get me a script or a storyboard.’” they said “what’s that?”
Would a traditional agency creative be able to keep his job if he kept proposing ideas that were manifestly obviously 200 million dollars to create?
I can see it now: “okay, we’ll get every living soul in India as an extra, right? They can’t be that expensive, then we’ll launch a rocket with a giant – what are they called? cameras? yeah. one of those – with a giant camera on it and we’ll film all those extras from space while everyone in India waves at the camera. It’s never been done before. And like people-powered stuff is big right now. What? catering? What? There aren’t any cameras for rent in space?* Oh, well, I mean, I dunno. Why you asking me all this. It’s your job to figure it out. I’m just about the idea.“
This is an absurdist extension, but barely. This is the kind of shit people hear from traditional, or media agnostic creatives all the time.
In 1930-whatever, when JWT decided to make the first broadcast commercial, and it went over well, do you think they said “hey that went over well, let’s make everyone do them now without re-training them?” Well, hell, maybe they did, but I’m sure that in the great migration of American advertising from print to broadcast, a lot of people had to scramble and learn some new stuff, or they stayed relegated to print, which at time, they probably thought was still going to be the big thing, and these wacky kids, whatever.
Before schools started pumping out more film students than you can shake a stick at, before the talkies became ingrained in our nation’s conscience, and before Coppola, Lucas, Tarantino and Sony brought filmmaking to the masses, people were either trained for it, or they scrambled, caught up, and learned the technical skills needed. Or they stayed in print.
So sure, have creatives be creatives across all media, but bear in mind there is a basic level of knowledge that is needed to be an effective creative in any medium. Much of that we already have in print, and in broadcast, but not necessarily in interactive. Yet. The kids are totally different, by the way. The kids have arguments now about Flash vs. AJAX and all sorts of stuff. Send your creatives to some classes. Start classes in-house. Give your creatives the same basic level of understanding of the medium that hollywood gave them about film. Hell, do it for print, too. Teach ‘em about dot gain, while you’re at it, please.**
Or, you know, you could ignore it. But just know that to someone who knows this stuff, being exasperated at questions like “how many pages do you think the site might be” is the equivalent of being exasperated by a producer who asks you how long your spot might run. Both parties gotta come to the table here.
I’m sorry but it’s true. Don’t feel bad. I started in print too. It’s not that hard.
- this, by the way, is not true. Benjamin and I met a guy that could hook you up with this if you need it.
- I know, I know, digital presses, blah blah, but man, I swear to you, dot gain is more rampant now than an in any time in the last 20 years. WTF.