Site launch
Out of context: Reply #12
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Hi Aaron,
Just a few things I'd like to clear up based on your comments:
'While I understand where you're coming from - the new web site isn't really a mission statement, or product of a brainstorming session about where we want to take the company - it's representative of the company as it stands.'
Fair enough. I just have a habit of evangelising web presences as being part of the greater whole of a brand statement, whether it's a campaign, platform, banner or otherwise (in the same way offline advertising is).
'I'm not sure I agree that web design, ecommerce and offline creative are widely different services.'
They are, in that all three require inherently differtent skill sets on both the strategic and creative level. An old-school strategic planner, for example, whose speciality is OOH and TVCs will probably feel rather uncomfortable strategising for the web, and would be facing something of a learning curve to feel at home doing that job. That's on a micro level. The same principle extends itself on a macro level.
As an example, until I came along, all digital handled at a particular agency I worked for some years ago was dealt with by the ATL teams. The results ... well, the results would make anyone cry. Especially Jakob Nielsen. The reason for this is that these teams had no experience in the interactive field, and applied the same strategic and creative logic that they would to, say, a poster or packaging.
At the end of the day, though, an agency's offer is only as strong as its weakest element, and if yours has stacked all of its teams with the best in their respective fields, then you're in good shape.
'Take your own personal portfolio for example. Your work ranges from web design, ecommerce and iPhone apps to branding, cd-artwork and stationery design. To offer all of these services, you must believe there's *some* synergy and this is how you've positioned yourself as a sole trader (presumably)'
This is where I have to say you're wrong.
I am very clear throughout my site that my speciality is digital (the title of the site and my wordmark on each page). My inclusion off offline work is simply to show where I come from, and to show that I have an understanding of other media, and of offline design/art direction.
That said, the vast majority of the work in my folio - including the unpublished pieces I included - are digital. And that is to show where my speciality lies.
Lastly, I'm not a sole trader or freelancer; I'm just some bloke looking for a job, and that's clearly articulated on my contact page, under Additional Information:
'I am currently looking for a full-time permanent art director or creative director role with a dynamic, progressive and innovative integrated (ATL, BTL and TTL) agency, or specialised digital creative agency.'
In any case, I didn't comment on your site to spark a debate, or to attack your agency or your work. It was simply done in the spirit of offering - as one professional to another - insights on what I saw, highlighting what I felt might be potential weaknesses in the presentation and offering possible solutions to same. I'm sorry you felt the need to defend yourself or your agency, that certainly wasn't my intention.