It was the ever-so-catchy phrase coined by Adam Kleinberg, CEO of San Francisco digital shop Traction, to explain the new “dynamic” creative process that is emerging from Madison Avenue’s famed copywriter/art director team.
Instead of creating pretty ads or compelling :30s, Kleinberg said its about “building technology iteratively.”
“Today, there’s this new dynamic that I’m seeing, which is about the developers and designers – the team that’s in the room that is building these digital experiences.”