PRODUCTION LEADERSHIP NEEDEDBe a fearless leader, not an order taker. Ask why? And start thinking about yourinteractive as early as possible.• What is the goal of this website or this i-pad app?• Never stop asking questions like how long does this ‘thing’ need to live for?• How do we update it?• Have a Google strategy. We didn’t talk too much about search engine marketing butit is essential.
AGENCY TEAMSA few tips on who to hire and how you will play together.• Hire more digital designers• Traditional creatives need to brainstorm with UX people and developers• Some of the best digital producers are people who once were developers• A 25 year old developer will be going head to head with fifty-year-old ECD• Have someone technologically knowledgeable in the room as early as possible• Use your internal team for pitches and prototypes but hire specialists for the rest• Hire an digital strategist if you do not have one in place at your agency
THREE PEARLS OF WISDOMThis is easy.• Always present work in context.• http://www.designerstoolbox.com/•Know how your client is measuring the success of your digital campaign (clicks,uniques, data)• Sell the emotion of the experience.
Check out The FWA (http://www.thefwa.com/) and Design Charts (http://www.designcharts.com/)