19 Feature services director , emphasised the importance of bringing in wider teams into the creative process . He said : “ I think understanding how best to represent a brief creatively starts with a very loose interpretation and a sketch and a conversation . At that point , we share that vision with all the other departments , project management , production , creative technologists , digital and so on .
“ We do this to get the scope on how we can deliver and to get different perspectives . That way we can pitch a solution to a customer , but also try and extend it to the vision that you see .”
Peter Trapnell
Dan Colborne
With all this additional scope to come under a creative team , it means many agencies will have to change mindsets in how they integrate creative event professionals into deliveries . Crease said : “ I think the scrutiny is so much harder on creative , now the ideas have been much more about addressing targets , achieving goals and getting a specific reaction out of a specific audience . So , the conversation absolutely starts with an understanding of the strategy .
“ Creativity is far more wide-ranging and wide-reaching these days , that ’ s a good thing . It now encompasses so much more than just design , it ’ s the transport of the food , the email invite , it ’ s just absolutely every detail .”
Andersen pointed out how Identity have brought the focus on www . conference-news . co . uk