• by June 9, 2004

Creativity online. Online creative.

Either way, it's a hot topic and one that is beginning to get some traction within agencies and with marketers.

Stepping away from rich media technologies, ad formats and standards, search engine optimization, affiliate marketing, spam and cloaking for just a moment--(what a mouthful)--it's worthwhile to remember the work itself.

That was the message I received during a visit today with Andreas Combuechen, CEO and chief creative officer at AtmosphereBBDO, New York, the digital unit of Omnicom Group's BBDO Worldwide. "For us, it's always been important to focus on the work, we want to do great online advertising," Combuechen says. And to its credit, the agency has earned important creative awards, particularly in 2003 for its GE work. The agency works on such massive accounts as GE, America Online, and Cingular Wireless, and has launched new work in recent months for Diageo's quirky Red Stripe beer brand and Masterfoods USA's Snickers/Marathon energy bar both of which feature cool, viral aspects. Not quite as edgy as the Subservient Chicken, but engaging nonetheless. In the case of the Marathon bar, online media and viral activity led the launch of a new product segment for Masterfoods.

Clearly, the crew is having fun, while also working on a couple of the most challenging accounts in marketing. AOL, for starters, and it remains to be seen just how existing AT&T Wireless subscribers will be taken into the Cingular fold.

Combuechen and other creative chiefs with whom I've spoken say it's getting harder to recruit good creative talent. Since January, Combuechen says he's hired no less than 10 full-time online creatives. He's finding them at traditional agencies where they've had solid online, as well as offline experience. "Most importantly, I look for a solid understanding of marketing [principles], strategic thinking and experience on the creative side of a traditional agency," he says, adding that he wants to know if a prospect "gets" the potential of online and "do they have the passion for this medium?"

Having grown up with the Web, 20-somethings are ideal recruits. They will add spirit, a sense of what's possible and lots of panache. They will also educate their elders.

A new roadshow focused on the interactive creative realm featuring case studies and other highlights will take flight in August. Joe Jaffe, president-jaffe, a new media consultancy, is leading the effort, along with the help of several sponsors and high-profile participants. Jaffe, a former interactive media director at Omnicom's TBWA/Chiat Day and OMD Digital, is just the man for the job. Many other industry folks are also kicking online creative into high gear. It's about time.