Column: Why agencies need "hybrid creatives"

03/20/2007 | MediaPost Communications

Both agencies -- and clients -- would be better served by recruiting "hybrid creatives," whose skills cross old and new media lines, according to Alan Schulman, CCO of Brand New World. "Those creative agencies with the athletes who can play both ways, traditional and digital, stand to win not just more pitches, but the hearts and minds of more CMOs," he writes.

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