What’s a Creative Culturalist

A very respected friend of our, Rick Liebling, recently took the new position of Creative Culturalist with Y&R NY.

And, obviously, the first question is, “What the heck is that?”

After reading Rick’s answer (and viewing the accompanying infographic below), the next question is “Why aren’t there more of them?”

Part of the answer is in Rick’s description:  ”…the role of Creative Culturalist, or any of the new hybrid positions popping up at agencies right now, is defined as much by the person in the role as the role itself…”

Certain agencies can pull that off.  Others, while undoubtedly claiming to be receptive to the new fluid, digital society we live in (they HAVE to), are too rigid in their standard ways of doing things (which includes roles, titles and positions).  While the crux of PR and similar consultancy agencies is interpersonal communications, a number of their professionals have lost an inability to not speak in pitch mode.

Audiences and a new breed of digial publishers can see through that.

I am confident that we are part of the former group.