Go digital, or die

SCENARIO 1
A veteran Creative Director in a major New York ad agency discusses the upcoming photo shoot with his team for a major national consumer brand, and the way he insists on traditional film vs. digital almost makes you believe that it is still up to the individual to withstand technological change. A million valid arguments were made as to why film was superior, and why digital was not an option. Two months later, the entire ad shoot was done. Digitally. The client demanded it. The CD simply had to go along.

SCENARIO 2
A senior Creative Director in a mid-level New York ad agency, with years and years of high-profile, wonderfully crafted, artistic branding campaigns in TV and print under her belt, is slowly being phased out of her high-profile job, as the demands for her particular craft slowly but steadily dwindled down. She simply did not think digital was something she had to embrace. In her world, there were these web-guys who would simply adapt her ideas in one way or another if necessary.

SCENARIO 3
A 15+ years graphic design veteran found himself out of a job one day. Without a warning. Just like that. He simply had decided to focus on traditional graphic design only, and left everything pertaining to web and animations to others. For him, learning one craft or tool was enough to get by. Apparently it wasn't. The next guy hired didn't exactly take over his position, but his approach to graphic design was much broader and holistic. He adapted. He changed. He constantly pushed himself into new territories.

What may appear to be three separate, unconnected events, are actually just a fraction of all the scenarios that followed a similar story line: He/she who resisted technological change, or did not recognize the significance of having to adapt to it, will be left behind, phased out, replaced.

What holds true for creatives, applies the same way to account planners, account managers, production folks, project managers, and pretty much everyone else involved in anything closely campaign-related. Adapt, or you will slowly disappear.

Digital demands are only going one way: up. Technology will get better. Bandwidth will get broader and faster. Smart phones, tablet PCs will become more and more ubiquitous. It's pretty much a no-brainer. Yet some people still have not gotten the memo yet.