You’re Only As Great As Your Last Big Invention

“If you just hire people with ads on the resume they’ll probably make you more ads.” -Robbie Whiting

It’s not enough to just make ads today, ad people need to let their inner inventor out to play. That’s the message unleashed by Robbie Whiting, director of creative tech and production at Duncan/Channon, last Friday in Austin.

According to Greg Swan of Weber Shandwick, Whiting said marketing now needs to move from making people want things to making things people want.

View more presentations from Duncan/Channon

“There’s a zeitgeist in maker culture where people are taking projects into their own hands,” Whiting said. The challenge for brands and agencies, he says, is fostering a maker culture in an environment that is low-risk and focused on ROI and billability.

I know damn well you have an opinion about this making things movement that’s sweeping Adlandia. So do I. Let’s discuss it in the comments here, on Faceter, Skype or in person.

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About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • Anonymous

    Great Post David,

      We were looking forward to Robbie’s presentation  but didn’t get to Austin in time.  Thank you for sharing..
    Hope
    its not too spammy, but my colleague Nick did a great job of
    documenting some of the prior discussion on the “making things
    movement”.. 
    http://blog.web.blogads.com/2012/03/05/is-your-agency-making-cool-shit-or-just-talking-shit/
    both Robbie’s panel and Weber Shandwick are mentioned
      Robbie does
    the best job yet of simplifying this conversation, it’s not about making
    ads, software, thinking like a startup… it’s about making things
    people want. 
      On a personal note after, years of working in
    digital, and having nothing tangible to show for it, I’ve turned to diy
    home / car repair, and my vinyl records to some how compensate for my
    lack of physical experiences.. I wonder if this feeling is also shared
    by others?

    Best,
    Robert

  • http://www.perfectporridge.com/ Greg Swan

    Thanks for the shout-out. It was in my Top 3 panels of 2012.