Hi there. My name is Robbie Whiting and I'm speaking at SXSWi 2012. My presentation is about how fragmentation--er, digital--has disrupted yet another industry (and business model) and has caused some agencies to start making things that aren't explicitly ads.
Things like products. Services. Even record labels.
This Google+ instance is a chance for me to post ideas, get your feedback, craft my preso. And if you're in Austin in March--I'll buy you a beer!
What if agencies created products and services, not just ads? And what if agencies made these things for themselves, not just for clients? They do. But tackling things like product design, creating new businesses or building complex real-world experiences requires a creative, technical, managerial and entrepreneurial spirit more associated with Silicon Valley than Madison Avenue. It demands new roles, agile approaches, external partnerships, technologies, investments and compensation models that can drive even the most hardened finance director crazy. And in some cases, it may even require a complete reboot from the ground up. The ability to make something that isn’t an “ad” is no longer optional in modern advertising. But it's certainly not easy, either. So what can advertising agencies learn from the tinkerers, makers, artists, designers, technologists and culture-jammers already playing in this space? Turns out, a whole heckuva lot.
- What are some awesome examples of "not advertising" advertising?
- What can agencies learn from the people/companies creating these?
- In what ways do agencies need to change or adapt to be successful?
- How important are an agency's design, production and technology chops (vs. just creative ideas) to this process?
- What's the future of "not-advertising" advertising?