More than ever, businesses are beginning to see creativity as a valuable source of competitive advantage. Yet creative agencies are either too paralysed to seize the opportunities before them, stuck in their marketing comfort zone or desperately pivoting to the point of self-destruction.
Apart from the clever few making genuine strides (R/GA comes to mind), our industry seems more set on over-productising commodity services than shifting our service model to offer the creativity our clients actually crave. Please stop mentioning your in-house content studio, social media lab, proprietary digital media buying platform or other nauseating ancillaries. Forgive me, but I don’t buy that any of these
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