Questions for a panel on the evolution of marketing

questions

Most ad agencies, were they to launch tomorrow, would never build the same models they currently operate under. But legacy systems resist change. They have to change to survive, but….processes, briefs, department organizations, job definition, talent, etc. will all have to morph significantly. Why is change so hard, even among those who know they have to?

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Can a table kill creativity and collaboration?

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Getting agencies and creative departments to work faster, leaner and more iterative — all requirements for success in the digital age — is among the greatest challenges facing the advertising industry. It will never be achieved with management mandates or internal emails. It calls for different briefs, different talent, different teams and an entirely different mindset. And fewer tables.

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A conversation about teaching creativity and advertising with VCU, Hyper Island and the 4As

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What do we teach? Art and copy? Strategy? Problem solving? Visual communication? Or coding and technical skills? And how do we prepare the next generation in a way that will both serve them and the industry they are about to enter.

I invited Helayne Spivak, executive director of the VCU Brand Center; Tim Leake, chief of growth and innovation at RPA and also a long-time master lecturer at Hyper Island; and Chick Foxgrover, the chief digital officer at the 4As, responsible for many of its forward thinking training programs to weigh in on a Branch conversation.

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