Why Digital Is the Most Exciting Place to Be a Creative Right Now

Rogerwilco's creative director, Wilton Ackeer, shares what he's learned since making the leap from traditional advertising agencies into the world of digital and why the transition has been anything but predictable.

Having spent his entire career in conventional agency environments, Ackeer arrived at Rogerwilco expecting the familiar rhythms of rigorous planning and long lead times. What he found instead was an entirely different way of working. “Jobs happen suddenly and at speed,” he says. “Tomorrow seldom features and there’s definitely no such thing as next week. A job briefed at lunchtime is live by the end of the day.”

Far from being unsettled by it, Ackeer says he has come to see this unpredictability as one of digital's greatest strengths. Clients can respond in real time to news, events and shifting consumer sentiment. And, for the creative team, the feedback loop is immediate – you know whether something is landing and you can adjust, amplify or pivot on the spot.
But what hasn't changed, and never will, is the need for creative excellence. Speed is not a substitute for quality. In Ackeer's own words: "No matter what changes, one thing remains the same: the need for creative excellence – understanding that fast is no substitute for good."

Read the full article on The Media Online to hear more about Ackeer's experience navigating the fast-moving world of digital creativity.