Question time: What’s holding back innovation and creativity in digital Australia?

Deborah Thomas is so far off the mark. The digital industry resolved the issues of creatives and technical people working together 15 years ago. Every digital project is a collaboration. Thats the fundamental advantage digital agencies have over traditional ones. In digital agencies everyone collaborates because no one person can do it all anymore. In traditional agencies some creative director gets to realise his or her vision.

For us – this issue is not that Australia’s internet speed is to slow as we often do international campaigns and use servers abroad as well. It’s easy to find solutions if you know the problem.

As for bridging the gap between technical development and creative – it’s a matter of including the team in the process. Having creatives that understand the technical side of things is key (I agree from Simon).

side note: – News is strides ahead with their Newspaper iPad app.

I can give examples of some of our digital campaigns and projects where this has been the case if anyone is interested.

What’s holding back innovation and creativity in digital Australia?

– Big clients who don’t understand the new medium; Harvey Norman for example?

Thus some agencies just tow the line to please there out of touch client?

How we got around it was to develop our own iPhone, WIn 7 mobile and iPad apps as which have been commercially successful and kept us at the leading edge of development. When clients come to the agency we show them what we are doing. This gives them more confidence to take a ‘risk’ and try something new. Now we have our first client taking the plunge with an iPad promo.