Letters

Brand Teams: Fade or Stay?

To anyone who’s ever pondered what the dying cry of the last lumbering stegosaurus might have sounded like, may I direct your attention to [“Structural Damage,” Art & Commerce, April 2].

In his fearful indictment of team-based agency architecture, Nick Carpathia argues that teams compromise creative work. Unfortunately, this very argument betrays a pitiful absence of creativity.

The fact is [that] in an effective team environment resourceful creatives are in a far better position to do great work and sell it than in the traditional departmental hierarchy.

Teams empower creatives by emphasizing their responsibility for the campaigns they create—and the clients they serve.