There seems to be an imaginary line between the place where creativity ends and production begins. It’s an understandable misconception in a world where some people are labeled “creative” and others, by virtue of lacking that label, are not.

I believe that this myth of the non-creative represents a missed opportunity.

Agencies go out of their way to recruit individuals not only of skill, but also of talent. Everyone from Accounts people to QA people have perspectives, experiences, and above all ideas that can be leveraged to create a superior product.

The unfortunate truth is that these ideas frequently go unheeded. Our processes are designed like a factory, with each piece proceeding from person to person, group to group, while missing out on some of the true collaboration that most people espouse as being the ideal.

I think the best example of this missed opportunity can often be spotted in the development community. In a creative-driven agency, developers become (to borrow an analogy from one of my esteemed colleagues) Christmas Elves. Letters are sent to Santa from creatives in the form of PSDs, and on delivery morning full-blown sites, apps, and Facebook pages are mysteriously waiting under the tree, as if delivered by a jolly old elf with a penchant for red clothing and cookies.

No one knows what interesting and absurd tricks technology can perform better than those who manipulate it for us. No one is better situated to discover new technology that we can take advantage of than the people who spend their days immersed in it.

The stumbling block in this instance seems to be a fear that technical considerations may bog down the creative process, and I have little doubt that this is sometimes true – but technology in itself can also be a creative driver.

Designers and copywriters are an irreplaceable asset and the importance of their contributions cannot be downplayed, but it’s important to remember that ideas can grow from unexpected places: information architects, developers, producers, QA analysts, you name it.

Many of these folks – these unsung creative people – have great ideas of how to apply their specialty in fun and novel ways. Try involving one in your creative process today – you have nothing to lose, and might just find the great insight that drives your next award-winning campaign.