Reason #2: Darrin is the very model of the modern creative
The insight: Our Director of Research + Analytics Michael De Cicco brought up an interesting point recently about the oft-discussed millenials. As we’ve heard, they’re inveterate multitaskers, blogging while they watch TV, texting while they email, cutting videos on iMovie whilst they watch Gossip Girl. A great point, and one to be kept in mind when making ideas that work today.
What’s interesting beyond multitasking, however, is a related change that has serious implications for the humans as the only resource in business and specifically the role of planners and other creative strategic thinkers.
This is a time for championing new and fresh hybrid models for how we as individuals work and think, and PR is maybe already there.
Where we’ve been: The last fifty years was an era of specialization. Doctors became internists or cardiologists or otolaryngologists… Modern (capital “M”) technology improved how jobs got done, but built capital intensive structures that required highly specialized jargon and means of production in medicine, in manufacturing and elsewhere, and this was a good thing…
The world of communications (advertising, design, PR, whatever) went through the same. For 50 years margins were made and empires built an increasing specialization and categorization of people and skills. Multiple levels of account services, copywriters, art directors, promotional specialists, DM specialists, online DM specialists, list specialists, party planners, florists, graphic design, etc etc etc.
And in what always struck me as odd, even the planners themselves specialized: connections planners, DM planners, quant planners, qual planners, experience design planners and so on.
“What kind of planner are you?” we were asked. “Are you business planner or a creative planner?” Which stereotype did you conform to?