Interesting stuff happening in the interactive space!
â€œIn an unusual arrangement, which began Jan. 1, (Nokia) has hired Wieden + Kennedy, an eight-office agency with a reputation for creative work, and JWT, the 196-office behemoth based in New York, to market its cellphones globally.â€�
â€œThe implications…are enormousâ€¦Global advertising agencies become the production shops of smaller agencies that are essentially the idea company.â€�
So small is the new big, at least in terms of ideas? Can reach and creative be balanced?
Innovation Playground believes so, suggesting the future belongs to â€œsmall creative hot shops +digital strategy consultants +global media agency.â€�
From my vantage point this all seems on point. Though on a much smaller scale, I have personally witnessed in the past few months â€œup and comingâ€� creatives (the idea guys) get in the door at some of the biggest brands and successfully pitch them on campaigns. Brand managers are looking for energy; really innovative ideas especially leveraging social media. Brand managers are not currently finding what they want with the big guys and it’s opening a world of opportunity for smaller niche players.