Making creativity more democratic.
The shift to collectives is driving a new era of easy-to-access creativity. Rania Robinson, managing director at Quiet Storm, explained: “The democratisation of creativity through new, cheaper, and more accessible technology and the ever-increasing freelance workforce have made it easy for brands to get access to alternative talent who are able to provide a similar service to a classic agency at a greatly reduced cost.”
It has also sparked a wave of new collective agency models such as Brown&Co, a “virtual omni-channel” branding agency. Troy Wade, co-founder of the company, believes that creative collectives are a growing force across most commercial creative disciplines such as advertising, design, branding, and digital. According to Wade, while there are clear economic factors driving this shift, such as lower overheads and the pricing pressures of procurement, there is also a fundamentally more human factor at play. “We fundamentally believe that people are more productive and creative when they can work where, when, and how it suits them, and when they have good balance in their lives,” he said.
Part of the article “Rise Of The Creative Collective”, published on CMO | 5 October 2017 | Troy Wade, Co-Founder at Brown&co
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