“Hire people who are omnivores, not vegans. Digital is part technology, part content strategy, part marketing art — and science. People who very strongly identify with only one piece of the equation will struggle on a high-performing digital team. Over the past decade skills within digital teams have merged even further.”
There’s enough in the article that I think is not totally correct but especially this statement was one I liked. I’ve noticed that while we are organising our teams still in the traditional way (art director + copywriter) we have specialist digital resources that can join the teams when the opportunity is there. This means that they can very early on or only later in the process call upon these specialist and build out there mini-team structure to tackle the problem at hand. We’ve noticed that operating this way we get the best results. It’s counter to the thinking that teams should consist of 3 instead of 2 people to begin with but allows richer teams as the creative idea grows.
And when I look out for these digital specialists I am not looking for a digital art director or a designer, I am looking for these ‘omnivores’. People that have a weird mixed skillset in digital, dev + design or engineer + social, … the area in which you find the so called creative technologists. Those are the profiles you want.