Creative Technology (CT) is all about becoming acclimated with today's mediums. Marshall McLuhan is quoted as saying

"The medium is the message"

and despite your own philosophy about the issue, in today's world the interaction with each medium is different. CT's are here to help with the ever-changing landscape of communication channels. We specialize in user experience, interaction design, and emerging medias. We also look at things from a creative perspective. It's important now and in the future to include someone on the creative team who is familiar with what's possible, what's not, and how we can integrate digital solutions to a brand's problems. We also insist on not doing a digital execution for digital's sake. This kind of arbitrary strategy doesn't do anyone any good.

At the Brandcenter we've been approaching creative work in a three person team, Creative Technologist, Art Director, and Copywriter. We've seen great improvement in the work. When you include someone who is digitally-minded yet creatively grounded from the very beginning, the work just becomes so much more successful.

"People ask me to predict the future, when all I want to do is prevent it. Better yet, build it. Predicting the future is much too easy, anyway. You look at the people around you, the street you stand on, the visible air you breathe, and predict more of the same. To hell with more. I want better."
- Ray Bradbury