Commentary
The First Rule Of Co: Collective Is...
- by Joe Mandese @mp_joemandese, October 2, 2012
It is that you don't talk about Co: Collective, of course. At least that's whay founder and CEO Ty Montague just said, violating his own first rule during the opening "What Is An Agency" panel on Day Two of OMMA Global in New York.
"We don't talk about what we do," Montague said, telling the audience a little bit about what Co: doesn't do.
The reason,
he continued to tell, is that the agency wants to be thought of as "humble."
That's an observation that panel moderator and 4As chief Nancy Hill echoed, noting that the
new spirit of Madison Avenue agencies is to check your ego at the door.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
