The traditional advertising model is broken, argues John Winsor of new-model agency Victors & Spoils. It’s time for the old guard to wake up…
“The question for creative agencies is whether they can wake up, react to what’s going on, engage the crowd, and make themselves a part of the new reality.”
I posed this teaser in a Businessweek.com article published just over a year ago. At the time, the question was purely rhetorical. But in the ensuing conversations it quickly became obvious that the answer was a resounding “NO.”
Realizing this inspired me to quit my job as executive director of strategy and product innovation at the advertising agency Crispin, Porter + Bogusky to co-found Victors & Spoils, an advertising agency based on crowdsourcing principles. Now I find myself at the center of the debate about the future of advertising, design, and marketing—even the future of work itself.
Seven months in, we’ve had the opportunity to work on everything from TV and radio to brand strategy, including digital and social media, product design, service design, and graphic design. We’ve done projects with clients including Dish Network (DISH), General Mills (GIS), and Virgin, with confidential clients in financial services, quick-service restaurants, and packaged consumer goods. As we continue to explore uncharted territory, we’re learning every day. Here are some of the most important insights we’ve gleaned to date:
See full article at: The Future of Advertising – BusinessWeek.
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