Joey Reiman on the Big Idea
Our neighbor over at Brighthouse says ad agencies should stop giving ideas away and start holding out for the big money. That's the real value agencies bring to the relationship.
"Advertising agencies have become an antiquated broker business, selling space to clients with creativity thrown in for free. The result is a marketing world that is ad rich and idea poor. Consumers don't want to be bombarded with ads -- they want to be inspired by ideas that will change their lives."
This reminds me of the Steve Heyer soapbox a couple of years ago. Traditional agencies haven't changed since then, and I doubt if they will now. You tend not to expand creatively in times of fear.
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