What if the institution “advertising agency” has had it’s day already? What if “proudly found elsewhere” is the new agency mantra. What if the new key competence for the whatever we would call this new kind of agency is the ability to find awesome things and marry them to brands in different strategic ways? And also contribute to put out awesome things that somebody else can pick up and pair with some other endevour?
“Yeah, but big companies would never dare let go of control” could have been a good argument here, but the thing is that I didn’t invent “proudly found elsewhere” – Procter & Gamble did. A.G.Lafley at P&G, to be precise, in regards to P&G’s innovation policy.
Ponder on that for a moment.