Monday, July 09, 2007

Creative Evolution: From Gemini to Hydra

In Greek mythology, the Lernaean Hydra (Greek: Λερναία Ὕδρα) was an ancient and evil serpent-like chthonic water beast that possessed numerous heads.

Odd then that RGA pick this analogy to describe the creative team changes required in how we solve clients marketing challenges. On second thoughts, aggressive, mystical creatures... especially after lunch is about right, only joking Bo. And does that make planners Heracles?

I agree that the old linear model of insight, creative, studio, production and distribution followed, slowly if at all, by measurement is however dying.

There is a need to have a circular, amorphous development cycle that involves creatives, experience planners, designers, tech and media in constant dialogue.

Maybe a Three-Ringed Circus might be a better analogy.



Anonymous said...

Or perhaps we should not be thinking about multiheaded beasts but just multiheads lead by one big brain.

I wonder whether hydra or hive mind scores higher in top trumps?

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imwithsully said...

We often think of it as a "Blob" around our agency. The blob can get bigger or smaller depending on the project at hand. Or you can split it into smaller “blobs” that can come back to the bigger blog later.

I'm glad I found your blog. Very interesting information here.

Giles Rhys Jones said...

thanks for your comments: in light of this conversation vote for what the new advertising creative collective should be called on this facebook poll:

Anonymous said...

now go listen to some Steve Roach and think about your future.

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It's easy to have that many heads thinking of ideas as well as the Hydra, but in the end all these ideas are for a single body or advertising campaign.

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