Creative or not Creative? This is…

Considering recent acquisitions (last one, Razorfish) it seems that if you want to do interactive/digital communication you will have to do it from within a big advertising network.

And it’s good; I always thought there’s no interactive or digital communication, but only communication. But also, I always thought only digitally skilled people can do it.

I think every network has its integration model, and I wonder what the Omnicom > TBWA\ model will be. Anyway, I think that being Creative Director in a digital Agency as Agency.com makes little sense to the day. I’m seriously considering changing my job description from “Creative Director” to “Experience Design Director”.

Will it make sense? Will it interfere less with colliding roles in future integration?

A little story may help explaining better. When I began designing for the Internet I was what’s called an “art director”, trying to bring my skills in brand communication to the design of the first marketing operations over the web.

In the years, I refined my skills and specialized more in what was peculiar for an interactive art director: usability, information architecture, interface design, always with focus on brand, communication and by then also the user.

By now, I don’t feel represented well by a job description which is related just to the “creative” part of the job; I mean, it’s all about creating stuff, but the standard term relates more on content than structure.

Furthermore, designing the experience around the user describes well what’s done on and off line, more than “art” or “creative” direction.

So, the real problem is: what am I going to do with the hundreths of unused business cards?

Thank you for your help. If you don’t want to comment, which indeed I would be proud of, you can tweet your own thoughts @woccia.