It’s time to look inward at how you are fostering innovation
In this guest post, Dr Amantha Imber discusses why disruption should be performed inside a company to ensure best practise and a positive culture before turning to the outside market.
Agencies’ primary purpose is to come up with creative solutions to their clients’ (marketing) problems. Creative energy is directed externally and often with good results.
As an outsider to the industry but through my role heading up the team that judges the Australian Financial Review’s Most Innovative Companies list, the elephant in the room is the lack of effort toward innovation directed internally into how agencies run and how they make money.
For the most part, agencies that have entered the list have described marketing innovations, but rarely do they talk about the changes they are making internally to disrupt their own business model and industry.
The basic business model behind an agency of fee for service or fee for campaign has remained largely unchanged in decades.
