It seems to be an often-asked question in the minds of agency people everywhere, and the answer seems to be that "there are just some things that have to be done face to face." One of those "some things" that comes up a lot in discussions I have about this very topic is brainstorming.
Sure, we could just call in or get on iChat, but it wouldn't be the same. There's just something about the creative momentum that forms when a few talented people get together in a physical room that can't be translated into 1s and 0s.
Shit. Maybe not. This bunch of obviously talented created people fired up their webcams, grabbed their instruments and made something that sings. No pun intended.
Now, before you say anything, yes -- I know that making music isn't exactly the same as making advertising. But I would argue that much of the process is the same. Mountains of details have to be worked out. Tone and voice and everybody's roles have to be discussed. And most importantly, ideas have flow freely amongst colleagues in order to transform an idea into a Big Idea.
These guys obviously did all that (quite well) without ever, at any time, being in the same room. Hell, most of them weren't even in the same COUNTRY. So why do we have to be? Why do we have to do in cubes what we could be doing from home or Rome or...wherever?
It's a question that I, for one, am going to keep asking. I hope somebody can give me an answer that makes sense one of these days. If you think you have one, feel free to share it in the comments.
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