Well no individual is right or left brain..

There or loads of books on this topics. It all depends on ones ability to use it in rite proportion you cannot say right brained can only do this and vise versa.

Einstein was not just left he was imaginative creative in his ideas!!

Best we can say when it comes to work, let specialised ppl do their work for best results. If in need to use creative ppl employ one! Though one might have ability to use left and right.

Speacialised ppl can do a better job.

I’m not sure though that clients moving stuff in house is so much of a threat. On the one hand i’ve always been amazed that any half decent client relied so heavily on agencies, especially for brand planning, but decent comms thinkers will always favor the variety and vitality of an agency over a grey office obove a warehouse in the arse-end of New Jersey.

These agencies need to grow up and stop pigeonholing their people into “Creative” or “Media”. Poke your head out of your cubicle to look around and you’ll find people who are excellent at both planning and creative ideation (production can be outsourced). I can do structural modeling and conjoints, but I can also use every Adobe tool out there and edit video with Avid while writing copy that has been used in newspapers and magazines, and speak to senior clients and conference audiences with persuasion. Am I truly special? Nope. People like me abound, but do not seem to get the right exposure in their agencies thanks to the kind of dated thinking that’s embedded in this entire tiresome thread and in the mickey mouse politics that gets played in almost every traditional agency group on the planet (including their ‘interactive’, or ‘interaction’, or ‘digital’, or ‘One’ chunks).

The bigger question is: what will we as denizens of the advertising/media industry of yore do in the face of two bubbling trends:

1. The rise of fledgling ubiquitous media properties such as Google and Yahoo. (‘Frienemies’ as Sir Sorell called them).

2. The endeavor at several major clients to move conventional ‘agency functions’ in-house.

The question of whether traditionally defined roles of ‘creative’ and ‘media’ need to cross-pollinate is actually not a question at all. It is inevitable, not an option. The real question is how each major agency group will actually approach the internal structural turf problems it faces, and let’s kid ourselves not: each agency group has its own choice peccadilloes to overcome.

I’m sure it helped Gordon Comstock types write great long print copy sometime but it felt dated in 1997 when i read it and i’m not sure all those predictions came true; “billboards will be banned”, “tv ad clutter will be brought under control” etc.

Don’t hold it against him though.