Hasta La Creative!

Steffan Postaer has taken to writing about his agency, Euro RSCG/Chicago, and other topics, on his new blog, Gods of Advertising. The blog’s subhead is “We make you want what you don’t need.”

One of Postaer’s first posts, “The True Meaning of Integration” paints of pretty rosy picture (but hey, cheerleading is part of the job).

Integration. Unification. Call it what you will. As many of you know I’ve likened it to being on a submarine: We’re at sea. We’re at battle. We’re in this thing together. Because that’s what it’s all about: Working Together. That’s what the word “integration” originally meant before all these holding companies got a hold of it.

And so here we are, art directors, writers, planners and suits. Working more and more together, more and more everyday. Sharing our experience, strength and hope. And while I’m sure we’re too busy to sit around and complain, do any of us realize how rare community like this is? And how blessed we all are to have it? I know I’m blessed. And I have you and Euro RSCG to thank for it. A few years ago this place was like the island of misfit toys. And now look at us! It’s Christmas and we’ve this great big tree to celebrate it under!

For more tangible proof of our integration we have only to look at one of our very finest creative business ideas in 2007. It was a piece of advertising copy written by an art director who usually works on direct. Effen is a five-letter word, created by Bernardo Gomez.

I’m not convinced that an art director writing a nice line is “integration,” but I do like Postaer’s teamwork theme and the call for cross-discipline pollination.