AdWeek recently interviewed Randall Rothenberg from the IAB and he has a great quote here that is pertinent to us technopologists.
You have to celebrate the technologists. The concept of the creative team has changed. It’s no longer the copywriter and art director that Bernbach brought together. It’s the copywriter, the graphic designer and the creative technologist coming together. There needs to be a broader understanding of how teams and disciplines come together to generate greatness.
In the comments, Tony Quin makes a good point that the strategist/planner needs to be included here so the right insights can be brought into the mix.
You can read the full interview at http://www.adweek.com/news/technology/first-mover-interview-randall-rothenberg-130609