INTERACTIVE: NEW-MEDIA CLINIC; Forget the guys in the suits; the nerds in the back are who to know

Top benefits of a job in new media, number one: spending all day surfing the Internet is, technically, research, and may be charged at an hourly rate. Second benefit: because I’m so busy researching, I leave the hard work to a bunch of 23-year-old graduates. Who, in a crazy twist of fate, I call my researchers. Go figure.

Top benefits of a job in new media, number one: spending all day surfing

the Internet is, technically, research, and may be charged at an hourly

rate. Second benefit: because I’m so busy researching, I leave the hard

work to a bunch of 23-year-old graduates. Who, in a crazy twist of fate,

I call my researchers. Go figure.



You’ll never get closer to a sweatshop than the young creatives of an

interactive product. With luck, you won’t get that close to my design

group either. Sweat is just one of the problems in there. It’s not a

pretty sight: pale, anonymous twentynothings, strutting biker lads,

sincere pierced artists. All of that breed that the 70s spawned: irony,

irony, irony, an ignorance of health and safety legislation and the

ideal of a contract that is longer than a week.



My fear is that they’ll realise they can do without me. I’ve been

setting a LANwide filter on all e-mail that mentions Delphi Creative,

for instance. Delphi is the perfect example of what happens when you lop

off the hype layer of a new-media start-up. Before its director and

mentor, Jonathan Miller, left for the US, the young company was known

for its great big noise (provided by Miller) and its disappointing sites

(provided by its Website design team). Post-Miller, the young team went

rogue - and have begun to do some really great stuff. When working to a

tight client brief, like www.thetimes.com, they work to a clean, clear

style; their creative.delphi.co.uk site shows a wilder side.



Miller, on the other hand, got stuck in the US trying to grapple with

the exploding MCI-NewsCorp deal. How embarrassing to hear the song carry

on after you’ve stopped lip-synching. What it boils down to is that some

of us are here to hype and some to work. And rather than follow the

hypers around - and even, in the case of some agencies I could name,

hire them - we might be better off getting to know the workers round the

back. But who knows the names of the programmers on your latest project?

I know I don’t, and I’m the one who’s paying them.



Well, sometimes I pay them. If they remember to ask.



Dan O’Brien is a new-media consultant. E-mail: danny@cityscape.co.uk



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).