Thanks to @Tompgibson for the heads up on this interesting deck that espouses that ad agencies should go beyond their traditional roles of answering client comms briefs and take some of the great ideas that often end up on the cutting room floor to develop and start actual businesses or offer services themselves.
I am in agreement that agency ideas can and should help transform the workings of their clients’ business from the inside not just communicate their existing products.
The deck contains a lot of supporting evidence listing great ideas that have come out of agencies, and adding to this we have seen many ad campaigns go far beyond traditional advertising practices to win recent plaudits e.g. Cannes Grand Prix winning Tesco sth Korea’s stores in the subway system.
Here’s the deck…