PERSPECTIVE: Agencies will falter without investment in creative training.(Column)

A few years ago, a client wrote to Campaign claiming that his view of advertising creatives had been shaken by a meeting with Andrew Cracknell.

The client gushed that Cracknell was urbane, charming and could hold a conversation about business issues - all of which were such rare qualities in the creatives he had hitherto met that the client had become convinced they were incompatible with the very nature of creativity.

Well, Cracknell's critics may argue that his charm and eloquence are more easily identifiable than great ads he's written (Cracknell's strengths as a creative have always been about managing a department and establishing a creative culture). But as Cracknell steps down at Bates, an era ends.

Cracknell is one of the oldest creative chiefs in London. That he's survived well beyond the natural lifespan of most people working in advertising is testament to his passion for the business. But his departure raises some questions about whether the industry is really doing enough to nurture the next layer of creative management and groom a new generation of creatives with a rounded view of the communications industry.

Some agencies (Mother stands out) have fostered creative talent with a real sensitivity to client issues and the broader business landscape.

But finding younger creatives impassioned by and informed about their clients' business or the broader industry is still a challenge.

All too ...