Just Asking

“What ability will best serve new creative hires going forward—and why?

Patience. Patience with each other, patience with clients, patience with expectations, patience in career advancement. This ever-changing age of technology and digital communication has fueled a workforce of urgency, immediate gratification and the lost art of interpersonal communications. —Andrew Graff, president, CEO, Allen & Gerritsen, Watertown, Mass.

Knowing how to be a catalyst for great stories—not necessarily a great storyteller. As advertising oozes seamlessly across media and devices, and new technologies enable consumers to morph, mash-up, repurpose, republish and reinterpret every message, great creatives will know how to ignite the creativity of the masses. —Gayle Troberman, gm, branded entertainment, MSN, Redmond, Wash.

Creating content is becoming less and less about traditional linear storytelling and more about gaming. New creatives need to find new ways to connect with consumers. Find ideas and media that actively engage consumers and let them play with the brand versus content that just talks to them. —Scott Linnen, vp, cd, Crispin Porter + Bogusky, Miami

The ability to continue to think outside the box because we’ve reached a saturation point where a lot of things become similar to things that have been done in the past. In the creative mind-set, it’s the ability to look at all the elements of all the business you’re representing, whether it’s customer experience, after-purchase or what have you. —Bruce Rosen, gm, marketing communications, Volkswagen Canada, Ajax, Ontario

The ability to cross all media, newest included, for every client. —Susan Friedman, principal, Susan Friedman Ltd., New York