Leading ad agency executives talk about their companies' most significant creative and production challenges.
There's a revolution going on, and the instigators aren't disgruntled citizens or idealistic students, but millions of ones and zeros. Never before has a movement swept the world so quickly and completely, affecting nearly everyone and everything it touches, creating major upheaval along the way—
in the way we think, play and especially in the way we run our businesses.
The business of advertising production is without exception. At the halfway mark of year 2000, Pub-lishing & Production Executive checked in with three advertising colleagues to learn how new technologies are affecting operations.
P&PE: In 2000, what has been your single most difficult technological/ workflow challenge?
Lyle Turner, production manager, Kelley Advertising, Hamilton, ON, Canada: There isn't one single item, rather, the general evolution of digital production. We've seen a move by most major magazines to specify digital formats [but there remains a] lack of uniform standards. Some only accept TIFF/IT-P1, others PDF and still others want files in native format (Quark, Illustrator, etc.). Also, there's the move to direct-to-plate imaging and direct-to-press printing, which has changed the nature in which we develop material. … All these issues present a common problem in that the digital proofing does not always accurately reflect the final printed result.
Carmine Catena, senior vice president/director of creative services, Hill/Holiday, New York City: The biggest challenge for us has been the increasing demands to create, manage and transfer high-res digital files. We're more involved with the manufacturing process than in the past, which places greater responsibilities on the ad agency versus the vendors. This creates a whole new set of issues such as file creation, archiving, file transfer and quality control which were previously managed by the prepress suppliers.
P&PE: In your opinion, what are some of the most noteworthy technologies to gain the interest of agencies this year?