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对创意行业来说,这是最好的时代,也是最坏的时代。说它是最好的时代,是因为创意的作用越来越关键,从生产到消费的整个过程中,信息和物资传导越来越透明与便捷,产品、渠道、媒介这些靠资源和管理就能让企业取胜的环节,现在也无所不在地依赖创意,更何况是广告行业,创意越来越有机会成为决定性力量。说它是最坏的时代,是因为能力越大,责任越大,企业对广告创意代理的固有高收费大规模的模式越来越不愿意埋单,反过来需求迭代周期缩短,品质要求越来越高,旧模式下的创意机构要么等死,要么变化,可到底怎么变,没有答案。
For the creative industry, this is the best and worst times. To say that it is the best time is because the role of creativity is more and more crucial. Information and materials are more and more transparent and convenient throughout the whole process of production and consumption. Products, channels and media can be resource and management The link that allows businesses to win now relies on creativity everywhere, not to mention the advertising industry, where ideas are increasingly becoming a decisive force. It is the worst era, because the greater the capacity, the greater the responsibility, the agency of advertising creative agency inherent high fees large-scale model more and more reluctant to pay the bill, in turn, the demand for shortening the iterative cycle, the quality requirements more and more Creative agencies in high and old models either die or change, but how can they change? There is no answer.