Very insightful. This might come across as a pro domo case, but I do believe that in a complex comms world (all the formats and flavors of social, the collapsed funnel, the creator collabs, etc.) roles 3, 4 and 5 (expanders, producers & organizers) should play a bigger part. Creative agencies in particular have long over-indexed on roles 1 and 2 (idea engine, spotters), having everyone else execute their vision. Nowadays the initial idea is an inchoate notion that needs to be drawn out, defined and designed. As it is enriched by each role the idea doesn't just come to life, it comes to be.
I’m sure you’re correct. I do feel tho that the best brands still operate in this “complex comms world” with an organizing idea. Look at Hilton and the 10-Minute TikTok for example.
Couldn't agree more, an organizing idea is more necessary than ever. My point is that the idea engine and the spotter need to let go of any sense of ownership that they may have had in the past, and act as editors or curators of sorts. This is very much how the 10-Minute TikTok happened.
Applause. The concept of “the spotter” is the absolute missing link in how too many executives structure teams of every flavor--from a lot of the best writer/AD pairings (one more adept at the idea, the other at recognizing and amplifying) up to large cross-enterprise groups assembled for this purpose or that. Would say these specific roles, unlike others like the producers, are more situational than fixed, often driven by topical experience, insights, and interests, not to mention there are times when how we interact is shaped by mood.
Personally, I’ve always thought of the spotter as “the listener,” a reflection of the great acting coach Judith Weston’s observation that the best scene partners are almost always the person who listens and feels deeply. But your notion that the “what to do with the raw idea” also comes with the role adds a critical dimension.
So good Rob! I’ve always told ACDs that the next step in becoming a CD is (in part) the ability to identify on their own the ideas that are the fruitful ones or the ones worth building on. Calling it a “spotter” is a wonderful simplification.
Very insightful. This might come across as a pro domo case, but I do believe that in a complex comms world (all the formats and flavors of social, the collapsed funnel, the creator collabs, etc.) roles 3, 4 and 5 (expanders, producers & organizers) should play a bigger part. Creative agencies in particular have long over-indexed on roles 1 and 2 (idea engine, spotters), having everyone else execute their vision. Nowadays the initial idea is an inchoate notion that needs to be drawn out, defined and designed. As it is enriched by each role the idea doesn't just come to life, it comes to be.
I’m sure you’re correct. I do feel tho that the best brands still operate in this “complex comms world” with an organizing idea. Look at Hilton and the 10-Minute TikTok for example.
Couldn't agree more, an organizing idea is more necessary than ever. My point is that the idea engine and the spotter need to let go of any sense of ownership that they may have had in the past, and act as editors or curators of sorts. This is very much how the 10-Minute TikTok happened.
Applause. The concept of “the spotter” is the absolute missing link in how too many executives structure teams of every flavor--from a lot of the best writer/AD pairings (one more adept at the idea, the other at recognizing and amplifying) up to large cross-enterprise groups assembled for this purpose or that. Would say these specific roles, unlike others like the producers, are more situational than fixed, often driven by topical experience, insights, and interests, not to mention there are times when how we interact is shaped by mood.
Personally, I’ve always thought of the spotter as “the listener,” a reflection of the great acting coach Judith Weston’s observation that the best scene partners are almost always the person who listens and feels deeply. But your notion that the “what to do with the raw idea” also comes with the role adds a critical dimension.
Bravo.
Yes, I love that observation about Spotters and their listening skills. Very true. Eyes and ears on those folks. Eyes and ears.
So good Rob! I’ve always told ACDs that the next step in becoming a CD is (in part) the ability to identify on their own the ideas that are the fruitful ones or the ones worth building on. Calling it a “spotter” is a wonderful simplification.
fantastic insight as usual... love this article and will be sharing it widely.
Nice!
It’s also smart to find a success metric for the folks who are not in the spotlight roles. Too often too few play the role of star of the team.