The Week: The internet question - Is traditional agencies' structure screwed?

The old-school creatives, with their D&AD Award from 1998 so far up their arses they can't see below the self-imposed clouds, really need to fck off. For one thing, they ruin briefings. A smart young creative open enough and clever enough to listen, reply and ask a planner for help, seems to get much further than these broody tossers. I've also noticed that an art director (who is also young and down to earth) who has lost his copywriter is quite capable of doing both jobs by himself. He is able to bring the brief to life and the planner is able to keep him on track. A planner and an all-round creative is a far more productive partnership than the ...