So it looks like it comes down to threats.

Now it’s not worth going into the tired ad agency blame game, but I do find it interesting that there’s some momentum in the industry behind taking the ad creative community to task, get them to think differently… and maybe even scare the hell out of them.

 Case(s) in point;

- Noted by one of our colleagues at AdTech, Publicis Chief Creative Office is throwing down the gauntlet by (1) Docking the pay of creatives that don’t get digitally savvy (2) Not hiring a single creative who does not have digital in their portfolio.

 - Another exec was quoted recently on SFGate.com, mentioning a group cattle call/rallying cry for creatives: “….I told them, ‘If you want to work here, you have to be able to do all these things,’ referring to a broad swath of new media.  When he laid down the law about changing the way creative directors do their work, he told them if they didn’t want to go along it was time to leave.”

 - And other agency urban legends have recounted ECDs that basically called creative to the carpet essentially saying “If your bringing TV, dont bother coming to the meeting”.

So some of us are trying to ”get it” (even if we don’t have all the answers), others have to be dragged kicking and screaming. 

What do you think it will take?