M e d i c i n e A ve 2 Tom Domanico and Don Martiny While its impact has been tremendous, emerging digital technology does not change creative objectives. The establishment of communications goals remains apart from the influences and capabilities of ever-expanding technology. Today's technology increases the range of media we work in and the production processes we use to deliver our messages. In short, it changes our tactics, which in turn may alter our strategies. This role reversal—tactics to strategy rather than strategy to tactics—resulting from the new digital technology has been the cause of more than a few heated discussions among contemporary marketers. "Creatives," as people who work as writers, designers, art directors, and the like are known, must learn to think outside the parameters of just print, just video, just the Internet, or any other single medium. Creativity must take place in a media-neutral way until the process reaches the very end, when a format and form for message delivery must be selected. 94
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