"Hello Advertising World"

It's time ad agency thinking in the digital sphere moved beyond making a TV ad and putting it on Youtube.

In this piece from commercial production magazine, Boards, Scott Pinder from Crispin Porter & Bogusky, makes the case for technology integration inside the creative process.

As the digital advertising landscape moves beyond banners and mictrosites Scott makes a strong case for the addition of a 3rd member to the creative team of art director and copywriter - the technologist.

This cross-disciplinary approach makes a lot of sense to us. As brand managers look to deepen engagement with consumers and build longer-term relationships (rather than short-term TV advertising driven sales uplifts) true creative integration with, for instance, social media platforms and e-commerce solutions must be the way forward.