Process•"Process"

  • As a traditional agency, like many others, we are constantly striving for great things on the Interactive/Digital/Social stage. We face the common issue of shoehorning our interactive work into a more traditionally understood process such as broadcast or print. We, and others, call this "integrated" but does it really leave us the room to devise elegant and useful solutions for telling a story on a digital platform? Furthermore, when digital is contained by a more traditional process do we lose some of the life that is the inherent in good interactive work? How are others meeting the demands for process while maintaining and nurturing the organic pulse of digital and social engagement?

  • Hey Shane, I posted a response to this in the Stndrd_ wiki because 1) my response was way too long and 2) I wanted to allow people to directly edit the idea. Anyway, take a look and add your thoughts / revisions.

    http://stndrd.org/wiki/index.php?title=Agile_approach_to_digital_production

  • Shane -- most definitely, when digital is contained by a more traditional process you will lose some of the life (or should I say, potential life) inherent in good interactive work. I have seen some cases where the production of key site content (eg a film) was planned without considering how the shoot could have been used to produce interactive content, and in fact the digital agency was brought in too late to really have an impact on the main shoot. This was a great shame as, for minimum cost, the client could have produced some really special content and some great opportunities for user engagement.

    Usage rights were also not negotiated to take into account the lifespan of something on the web as opposed to broadcast (or potential ongoing creative use of the content by users). So I think there have to be really fundamental changes to how projects which cover a spectrum of disciplines are planned. It seems obvious, but it just doesn't happen, and too often it means that even after ten years or so of this, often interactive is still an afterthought.

    I am probably stating the obvious here, but it would be good to get interactive producers at big integrated agencies spreading the word back up the chain!

  • I work at a big integrated agency and we are discussing process at the moment. So this thread is very interesting.

    I'm really interested in the agile process in particular - so thanks for the article Danis. Have left a comment on the wiki. Not entirely sure it's the best place though? Mainly asking about client's openess to using this method.

    Also, can anyone recommend any good books/courses etc on agile and other digi PM courses?

  • I think one thing that has limited client education on best practice processes for interactive development is this (slightly old article but still relevant)...

    http://www.badidea.co.uk/2009/11/uk-advertising-still-doesnt-understand-online/

    In my experience I have found this to be pretty accurate.

  • Has anyone else seen this from BBDO? I am reading now...

    http://creativity-online.com/news/the-integrated-production-white-paper/136830

Want to take part in this discussion? Click one of these: Sign In Register For Membership
Back to Discussions

Welcome to Stndrd_discuss

Stndrd_ is an open source approach for establishing standards and practices in digital production.

It looks like you're new here. If you want to take part in the discussions, click one of these buttons!

Sign In Register For Membership

Categories