Reinventing reinvention
As more pressure is put on marketers and their agencies to do more with less, some of the most interesting opportunities for connecting with people come not from creating marketing campaigns, but finding new ways of creating value for consumers outside of the delivery of marketing messages. This situation is an exciting new charge we feel today in our agency, as we look to find creative ways to have Brands participate in society with our consumers. It’s not just reinventing ourselves as an advertising agency, but actually reinventing this reinvention into our begin a whole new kind of partner for our clients and their business.
Razorfish recently grabbed such an opportunity in their participation of a venture with Citigroup and Microsoft - linking content (in Citi’s case consumer data), with computing power (in Microsoft’s case) to create Bundle.
Interesting and inspiring - and I can’t wait to see where they go with this! It also raises some fascinating questions in terms of what an agency model should be when the output is not a creative asset, but a business strategy, or even a new company. I have had the chance to work on some projects like this with our clients, and I can honestly say it is as challenging and eye-opening as it is rewarding. Check out the Bundle beta here.
Read about the venture here.
Source: AdWeek
