Changes in the Creative Process
In this interview, Patrick O'Neill, Executive Creative Director at TBWA, talks about the changes that technology has brought to the creative process over the past few years. He discusses the need to incorporate social media at every step and approach digital and mobile as one holistic effort. It requires people to work faster and smarter, keeping the focus on doing, not talking.
“The process is requiring a lot more people to work together than ever before, and faster. So working smarter is something that we're really working on at the agency, having shorter meetings with a purpose, and making quicker decisions.“
- Patrick O'Neill
- Published November 2011