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Agencies Should Be Like Start-Ups - More Innovation, Less Focus On Keeping Brands Happy

  • Campaign, Wednesday, March 26, 2014 11:15 AM
Could advertisers be more innovative and creative if they acted like start-ups rather than an established agency. The answer is a resounding "yes," according to video interviews carried out by Campaign. The author of Mad Men of Mobile and co-founder of the digital creative stuidio We Make Play, Danielle Newnham, points out the rather inconvenient truth that while start-ups are lean, mean and hungry, advertising agencies spend their time simply trying to please clients. The point is emphasised by Steve Henry, founder of HCCL and co-founder of Decoded, who claims the entire industry has missed out on start-ups' attitude of allowing failure. Instead, he argues, the industry has "lost touch with what it's good at" and instead focuses on safety and happy clients.

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