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RP3 Creative Director Jim Lansbury recently wrote an Adweek column on the future of the creative team. Gone are the days of writers and art directors owning the creative process, he states. The future calls for a new way of thinking, where technology and utility are baked in from the get go–more akin to the way architects and engineers collaborate to design and build a project.

Once upon a time, Bill Bernbach and DDB revolutionized advertising by having art directors and copywriters actually sit in the same room. Seems pretty simple.

But until then, no one had considered what might happen if more than one brain worked on a problem at the same time. This concept of a “creative team” — art and copy, words and pictures — has endured for 40 some years. But now it makes about as much sense as keeping the different disciplines on different floors.

Read the full article on RP3′s blog.