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In digital advertising, the creative and the tech guy should be friends. Or at least that's the goal at most interactive agencies. Whether it plays out that way in practice is a little more complicated, according to Ian Tait, global interactive executive creative director at Wieden + Kennedy.
Sometime between the 1990s and now, big traditional agencies lost their stride in the digital world. In recent years, they've come back around—in part, Tait said today at Advertising Week's IAB MIXX Conference, because they've come back to trusting creative people, casting creative people, and just relying on creative people more in general.
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