Creative work not fit for purpose without media thinking and the problem could get worse, says Hero COO

Hero chief operating officer James Greet has told Mumbrella that a media mindset is required of creatives now in order to produce work to a modern standard.

Greet made the comments while being interviewed with Hero owner and creative chairman Ben Lilley for an upcoming feature.

“At the end of the day, I really don’t understand how you can create creative work, fit for purpose, without media thinking. Grown up, informed media thinking being baked into that process,” Greet said.