Microsoft released Windows 3.0 with multimedia, the operating system that revolutionized computer use. Technology is not about innovation for its own sake, but innovation to improve process, achieve effective and efficient communication, and speak to each audience in its own tone of voice. Today, we gather information, track jobs, and monitor work-hours digitally and accurately. We email documents, make presentations, and create artwork that previously would have been impossible or, impossibly expensive, to create. Many of today's best photographers no longer shoot pictures on assignment—making trips to exotic locales or spending weeks building elaborate custom sets— but rather consign their work to digital stock-image libraries. Here the images may be made available in a low- resolution form for layout or presentation purposes, be licensed in finished high-resolution form on a limited-use basis, or be purchased on an all-rights basis. Illustrators and other graphic artists are likewise providing their images through such new digital marketing outlets. As beneficial as the new technology is in terms of speed and efficiency, however, there are potential downsides. Where the traditional creative process allowed time for reflection, tinkering, and digestion of an idea, the speed of new technology has raised modification and delivery expectations in ways that are not always conducive to the creative process. Unrealistic deadlines, unnecessary revisions, and lesser-quality work are sometimes the result. To illustrate these points, we have created a sample campaign development process using the new technology for a fictional drug we call G erdaton. Since the most comprehensive piece in the campaign is likely to be the sales aid, generally known as the detail aid, we'll begin there. What's changed as a result of technology? Just
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