The fine line between jobs

Today we'll discuss what you think your job is. It's not just about your duties it's about more than that, I suppose what I am getting at is 'do you see yourself doing more than what you currently do'.

I ask this question to see if you as either a creative, planner, programmer, art worker etc. see yourself doing anybody else's job. I bring this up because I previously always admired the fact the agencies were would take initiative in learning other departments traits and using them to their advantage.

What saddens me now though is that agencies don't really do that anymore, company structures are alot more modular and it's based on more of a production line. It's not like I am asking creatives to start programming and planner to art work as that would purely be impractical (obvious point) but the point I am trying to get is why don't we take time to do a bit of understanding.

What is there to understand?

Here's a good example for you, as a creative I'm not particularly technical by any means but I recieve a brief for adpating a print ad into a microsite, now we all know what a microsite looks like, so I decide I will build a microsite that's copy heavy that will communicate everything that the original print campaign didn't contain. Then present to client and slip it off to production and Bang! Presto!

ARE YOU OUT OF YOUR FREAKIN MIND!?!?

What's wrong with all of you! These people that all work in the company have their own expertise in their field, they know what's hot and what's not, they know the technology, strategy, stunt, media placements etc. and how it can help you for the greater good of your campaign.

Now I'm not sure when we became:

1. arrogant enough to ignore talent and expertise
2. so reliant on process and standing in a straight line that the final product didn't really matter

But I'm pretty sure we should all be ashamed of ourselves if we are or trying to fall into what I can only describe as a dark place for creativity.

Look around your agency, see the people around you. Ask peoples opinions, push your project that little bit further with the talent that's around you and be resourceful and most importantly don't be afraid to ask. Ask questions, for opinions, for direction.