ТВОРЧЕСКИ АГЕНЦИИ | CREATIVE AGENCIES газова лампа или кехлибарената аура на най-новия лаптоп. Кой е най-важният критерий, който трябва да покрие един 71 рекламист, за да повлияе на аудиторията/потребителите? Сега като че ли хората са уморени от дигиталната реклама. Всеки ден идва нещо ново, което уж „убива“ всичко друго и става новото светло бъдеще. Телевизията трябваше да е умряла за рекламата преди 30 години. Но е още с нас. Рекламата не е неврохирургия и сложна научна дисциплина. И може да се сведе и сега, и преди 30 години до „Информирай ме по увлекателен начин как ми решаваш проблем. Разкажи ми история, която да ме докосне“. understand them and create relevant creative ideas and stories. 5. Adaptability to the next level – new technologies, new social platforms and models of work and communication require adaptability and speed, because an ad requires to be relevant to what is happening in the world around us. How has the role of creative directors changed over the last five years? Maybe the most significant change, which we have seen in recent years, is related to the need for multifunctionality of this position. Today’s creative directors have to wear a lot of ‘hats’. They need to be facilitators of the creative process, but also generators of ideas, team mentors and motivators, HR specialists, ideas salesmen, data analysts TODAY’S CREATIVE and good communicators. And that’s not all. DIRECTORS HAVE TO WEAR What is the current approach to creativity, which reforms and im- proves the consumer experience? MANY ‘HATS’ In advertising two strategies have always been meeting. The creative one believes in creating a human relationship with the consumer. The Greta Koleva, Managing Director Graffiti BBDO economic one is looking for a return on investment. When the two are not on friendly terms, there is no quality user experience. The approach Top 5 challenges which today’s creative teams face remains unchanged, regardless of whether the creative has been Expectations and requirements to creative teams rise by any passing considered by the light of a gas lamp or the amber aura of the latest day and the rate, at which this happens, is becoming higher. Thus, in my laptop. opinion, challenge number one is: Which is the most important criterion that an advertiser must meet 1. Rate – the rate at which we are expected to produce creative to influence the audience/users? Now it is as if people are tired of solutions. The pressure to create content for more channels and in the digital ad. shorter terms reduces the time for generation of ideas, as well as the Every day a new thing comes, which as if ‘kills’ anything else and time for their implementation. turns into its bright future. Television must have been dead for the 2. Shortage of qualified staff – the ad is not the first professional ad 30 years ago. However, it is still with us. Advertising is neither choice of the young and the talented. The dynamics of work leads a neurosurgery, nor a complex scientific subject. And it can be to widespread brains drain and their infusion into other industries. summarized now and 30 years ago as ‘inform me in an attractive Authorities and leaders in the profession, which to restore the industry’s manner how you solve my problems. Tell me a story which to halo, are lacking, particularly on a global scale. Most living legends from touch me’. ads have retired. 3. A number of communication channels – exponential increase in the number and type of communication channels, for which creative content is created, requires assuming more and more new responsibilities, development of new skills, acquisition of new knowledge. All this places higher and higher demands and expectations on creative teams, because each communication is created for a specific context. 4. Enormous flow of information - the hyper-connected and technological world we live in is equipped with a huge flow of information that we need to monitor in order to be close to users,