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Manifestos

The three primary participants in the process of creating interactive work are leadership, clients, and team members.

LEADERSHIP represents the executives and decision makers within advertising or digital agencies. They’re not the specialists, but they’re making decisions that directly affect the team that produces interactive products.

CLIENTS are the people who commission the work. Clients can be from an outside company that hires an agency or from another department. In either case, they’re the people who need the work done.

TEAM MEMBERS are the interactive specialists: designers, developers, writers, and other pixel-pushers. They may work inside an agency or be a department inside a company.

The collective goal of these three groups is shared—to create a successful end product—but what they need, have a right to, and look for going into a project differs.


  

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