“I have always believed that the old magazine-manufacturing assembly plant, where you get some words, you send them over to the art department and they send it over to photo, just didn’t make any sense. So I made a conscious decision that editors, photo editors, writers and designers should all get mixed together — and particularly editors and designers should sit next to each other — because they influence each other’s thinking.”
via Josh Tyrangiel Is Editor of the Year | Media – Advertising Age.
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At my agency they have Strategy sit with Creative, close wnough that we can hear the ADs an writers breathing. It does help the process, keeps Creative looped in on where the Strategy is going, and allows Strategy to be in on the creative direction early on. This of course gets more complicated as you get more teams working on different creative executions of the strategy.
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