It seems the ad agency world is still suffering from a forced transition into the digital age. It’s an interesting parallel to the “startup” space of the technology world. On that end of the spectrum, developers get their due respect, but designers often don’t. On the agency side, the development work is the afterthought. Many projects—and sometimes even entire campaigns—are dreamt up and signed off on by clients with very little consideration for the technology involved, or the people who will actually be building them.
The missed opportunity here is significant: with a little more balance, agencies—full of amazing talent—could be producing some of the best technological products of our time. But they’re not. The system simply isn’t set up that way and I don’t think most of them know how to adapt.