{ "media_type": "text", "post_content": "To the agency UXers out there, how do you view your relationship with brand creatives? How have you been shifting your skills to adapt to change? Thoughts on future role of UX in the ad world?", "post_id": "597b68c032e54a00102ff265", "reply_count": 1, "vote_count": 4, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }

To the agency UXers out there, how do you view your relationship with brand creatives? How have you been shifting your skills to adapt to change? Thoughts on future role of UX in the ad world?

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1) non-existent most of the time, but when you meet someone who's interested in what we do and how we can work together it is quite refreshing. 2) yes. from micro-interactions to research and strategy. the idea is to try and work on every part of the process at some point. it doesn't not mean i accomplish the entire project myself, but i actively look for opportunities to try different verticals. 3) frankly i hope it dies. it does not work in terms of business alignments with the overall ad world and how it functions. i can see many opportunities for UX on the strategic front, but it ends up being seen as a production thing (wireframes give off that impression) and seen as churners and "technical" people. when a product job does come by, it ends up being reduced to something quantified with how many templates there are instead of looking at features holistically. this doesn't mean that i am jaded and haven't had my share of good runs, but the direction of the dept is oft shaped by higher ups understanding of what you do and it usually ends up "production" led. we see incremental improvements, they see one shot one kill money ops. context: i work in asia.

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