Agency staff are no longer content with making ads. And the lack of contentment does not stop there.
Agency staff are no longer content with making brand-sponsored content or content for the social stream. To fully activate the creative mindset and employ all the great tools available today, agency staff of the world must make products!
According to USA TODAY, Crispin, Porter + Bogusky introduced the Papa’s Pilar-branded line of superpremium rum. In February, Bartle Bogle Hegarty launched its piano-playing tutorial, Playground Sessions. Additionally, executives at MMB created a line of charity-focused, environmentally friendly kids’ clothes, backpacks and books.
Chris Vance, head of BBH’s innovation division, ZAG, says the thought was “Could we do a Rosetta Stone for musical instruments?” he says, comparing his product to the language-learning software. After they came up with the concept, they brought on others, including digital software firm Rain and composer Quincy Jones.
Deutsch LA is also committed to innovation and product development. Winston Binch, chief digital officer, thinks agencies are better poised than others to create products that consumers will actually use.
“I think marketers make really great inventors because we understand culture, we understand people.”