A definition can be that a creative agency has to create formats, messages etc. that differ from established communication methods. The agencies use creativity to advise clients on how to reach their goals.
Creativity is a hot topic. Cities consider it essential to support creative industries because it stimulates the development of a city and attracts quality companies as well as people.
The first creative agencies were usually linked to a person, the one designer - the one name. Most agencies therefore worked along the vision of this individual designer(s). Agencies however have grown over the last years and the founding fathers have left. You can see that more and more agencies are now built round shared values or concepts, rather than around a person. One of the questions is how this will evolve in the coming time.
Another question to address is the role of the client. Clients are becoming more and more professional, more and more creative functions will be part of the corporations itself. How do you connect as agency and how do you add value? Everyone is creative. Or not? A step further will be the influence of crowdsourcing, what if creativity does not start with a vision of an entrepreneur or company, but with an individual? The co-creating agency, enabling customer advocacy, vendor relation management?
How is the agency organised? Is there a smaller basis in the agency that works more and more with a flexible workforce with specialists that work independently? At what stage is the agency no agency anymore? What is the balance between their own vision and the workforce? Do we move to bigger agencies - more full service or do we tend to smaller focussed agencies that work together in networks?
Is the agency more and more a producer of the products or only an advisor and project organisation. And what if it is producer, and even manufacturer?
Programme
18:30 - 19:00
Registration & welcome drinks
19:00 - 20:00
Introduction by our Moderator
Seth van der Meer, Creative Director, Sandfire b.v., Chairman, NLGD Festival of Games
Part I:
Jann C. de Waal, Managing Director, Info.nl
A new breed of creative agencies
Paul Hughes, Strategic Director and Partner, Lava graphic studios, Coach to the Creative Class
Design for change
Robert Marijnissen, Programme Manager, Creative Cities Amsterdam Area (CCAA)
The City as a Creative Agent
Jochem Leegstra, Founder, Creative Director, ...,staat creative statements
20:00 - 20:30
Coffee break with drinks and snacks.
20:30 - 21:15
Part II: Open discussion
Thursday, February 19, 2009. Registration: 18:30-19:00, Conference: 19:00-21:15. Visit the website of Club of Amsterdam for more detailed information.