Agencies’ obsession with owning ideas is ‘killing innovation’, says digital agency boss
Agencies need to be open to sharing their ideas if they are to truly embrace innovation, a global digital agency boss said today.
Jean Lin, the global CEO of Dentsu Aegis Network-owned agency Isobar, told delegates at Cannes Lions that agencies need to challenge the “not invented here” nature of the creative industry, which was holding innovation back in advertising and media.
“Agencies need to have the confidence to share what they do with other people,” she said. “As agencies, we want to own outcomes, but this is the attitude that will kill innovation the most.”
“There are no geniuses in the world, only pirates of innovation who collaborate,” said Lin, who was promoted from global chief strategy officer and APAC CEO to global CEO in March this year.
What a completely clueless observation from someone who obviously has never worked as a creative professional.
And what a ‘lowest common denominator’ view of innovation.
The core value of advertisers/marketers lies in their intellectual property and its effectiveness at reaching and transforming audiences.
What an utter indictment of Dentsu, that someone with no idea about the industry they’re in, is allowed to stand up in public and embarrass themselves like that.
OK. [Quote] “Agencies need to challenge the “not invented here” nature of the creative industry, which was holding innovation back in advertising and media.” [unquote]
How is, not doing this, holding back innovation? I have read this through three times and I can’t understand what she is trying to say.
What does this mean? [quote] “There are no geniuses in the world, only pirates of innovation who collaborate,” [unquote] Piracy is piracy, is it not? I am trying to figure out what constitutes innovation in her argument. Is it innovation, or something which has been pirated and shared? which is surely, not innovation.
Or is that what she is trying to say? Are we both saying the same thing here?
Please go easy on me, I am not young.
Stick to building websites Isobar!