• by Erik Sass , Staff Writer @eriksass1, July 24, 2012

Creative genius doesn't happen in seclusion, usually.  Asked how they maximize creativity in their work, Gary Nelson, creative director at Sapient Nitro, said the good ideas and execution come from "working very closely with the strategy team, and as closely as I can with the media." Likewise Gene Paek, VP, interactive services at Factory Design Labs, said that the new position of "creative technologists" plays an integral role, by raising awareness of simply what is possible with new media. Pete Deutschman, founder and CEO of the Buddy Group, had an interesting addition: he likes to get the search team involved, because of the huge volume of insights into the consumer mindset that search yields.