People Just Aren't Wearing Enough Hats

I somehow ended up with a subscription to the print edition of Adweek (not that I'm complaining). There was one interesting story (online here, but requires paid subscription--which I do not have) in the November 28 issue about how "traditional" (i.e., print-based or broadcast TV-based) ad agency creatives are jumping ship and joining interactive agencies. However, there is the perception that "older" creatives (i.e., those who have not grown up immersed in new media) just don't "get it" when it comes to developing rich/interactive media. Creatives who eschew the Web and newer media do so at their own peril. The money quote:

George Tannenbaum, named ecd at Digitas...added that traditional creatives who do not learn interactive risk becoming "the 21st century equivalent of a hat salesman in a department store."