Thoughts on the Road Ahead for Creative Professionals
In recent years, I believe that technology has been a little reckless with creative professionals. In many ways, technology has (shockingly) been obstructing productive creative careers. Crowdsourcing spec contests, the lack of proper attribution for most creative talent displayed online, and inefficient services for career management – just to name a few.
But my team and I at Behance see the tide turning. We believe that technology and the latest shifts in creative industries will ultimately empower creative professionals.
Here are some of our predictions (and hopes) for the creative professional community in the near future [and full disclaimer: our inherent bias is that we think about this full-time and are developing Behance with these thoughts in mind!]:
1. The Era of “Distributed Creative Production” Is Upon Us
The advertising agency of the future will consist of account managers, administrative staff, and a tiny leadership team that provides creative direction. The creative production itself will be distributed to individuals and small teams around the globe who are at the top of their game. The same applies to corporate marketing departments and other creative firms.
In the past, resources for finding and managing top talent were extremely limited. Now, the rise of online networks, as well as project management and collaboration tools is empowering creative professionals and ushering in a new era of independence.
In the past, resources for finding and managing top talent were extremely limited.
Recently, I sat on a panel for NY Advertising Week called “The Shortage of Digital Talent.” My fellow panelists – all senior folks from large agencies – sought to explain what they saw as a “shortage of creative talent” in the digital space. I was the only one with the opposite perspective. There is remarkable talent emerging from all corners of the globe. But, I explained, “the only problem is that this talent doesn’t need to work for you anymore.”
In the new era of “distributed creative production,” top talent will be able to work on their own terms. The companies (and clients) that welcome this future will benefit from better creative output.