The day an advertising agency’s creatives (art directors and copywriters) truly “get” social media and how to communicate ideas through social channels, is the day said agency becomes a relevant player in the new marketing landscape. Trouble is, in my experiences, advertising creatives are often solitary, anti-social types, content to focus on their art and craft even at the expense of changing with it.

Certainly I don’t infer that all creatives are this way. Many have made the transition from “working on my book” to creating compelling communications. Many more have gravitated from nice print and outdoor pieces to providing creative direction for simpler methods of transmitting messages, like sales letters, Pay-Per-Click ad copy or even blog posts.