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Ad executive Winston Binch preaches the importance of invention - The Globe and Mail
May. 15 2014 | The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

Q: You spoke about the way advertising is migrating more toward inventing things – a big trend for advertisers looking to get noticed.

A: Agencies have been making products for a long time. Alcohol brands have been invented by plenty of agencies, for example. But it used to be an idea and you’d outsource the production. What’s different now is a lot more of it is technology, it’s digitally based. That requires new people in the building. ... There’s a lot of talk about invention right now in advertising. It’s startup culture."....The difficult thing is selling [invention/innovation] to clients. A lot of our clients all know they need to do it, and they want to, but it’s hard to find room for it given the demands of their businesses, particularly the Fortune 500s. ... They’re more concerned with short term than long term. Innovation is seen as a long-term thing. And also hasn’t been in marketing organizations; usually IT, product design and R&D, not the marketing side. How do we sell more invention products to our clients?
Susan_Krashinsky  inventions  advertising  advertising_agencies  hard_to_find  data_driven  digital_media  long-term  innovation  ideas  storytelling  experimentation  Fortune_500  product_development  large_companies 
may 2014 by jerryking
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