Roll out the red carpet. It’s time for Hollywood’s biggest night. Shiny Oscars will be awarded to films and almost every imaginable element of their production. Folks at home will watch and many, like me, will find the live tweets in their Twitter stream more entertaining than the broadcast itself. (The snarkier the better, Tweeps.)
In thinking about the upcoming Academy Awards, I see a few parallels to how modern marketing is changing the role of creative professionals. Ben Affleck, for example, has redeemed his career directing, producing and acting in Argo, the favorite to win Best Picture by many accounts. Although his work on the film did not garner (no pun intended) individual nominations from the Academy, he’s received numerous other awards. Back in 1997, it was his writing that won him an Oscar for Good Will Hunting. I think Ben’s versatility is what they’d call wicked good in Boston.
Like Ben Affleck, those of us who write or create marketing content have to become more flexible, wearing many different hats to execute the great creative work that engages our clients’ target audiences. Good writing will always be essential to communication, but now writers are also expected to think beyond the text on the page or screen. Video especially has exploded as a medium for businesses and organizations to tell their story and reach potential customers. So yesterday’s press release and article writers must be today’s script writers, directors, and in some cases on-screen talent. Photography, social media skills, and an understanding of search engine optimization (SEO) are a must, too.
With mobile technology continually changing, the types of content and digital assets that we’ll be called on to produce in the future will keep changing, as well. (Hello, Google Glass)
I’m ready for the challenge. Now if I could only sing like Adele.