AgencySpy Nails Why Indie Means Better.

Take a moment to read this great post by AgencySpy.

As an independent agency, we come into contact with much larger (less independent) agencies all the time. And one thing that always leaves me scratching my head is the lack of innovation that truly happens at many of those places. Innovation is a culture thing -- not a lab. It's something that should be a part of every employee -- not a "Director of Innovation".

From AgencySpy's post:

Because those indie digital shops operate like trend units. They know what's going. They live on the culture edge. Go on - ask a trad's inner digital unit or media agency what an ARG is. Ask them what that hot new website is. Ask them about usage of the internet, gaming or mobile devices are for kids between the ages of six and thirteen. Ask them how to use Azureus or for that matter what one uses it for. We can go with this list, but... you get the idea.

I consider myself a student of innovation and technology, and I've tried to grow a company with the same values. Unfortunately, many of the larger agencies cannot retrofit themselves to innovate throughout an organization at the pace that's needed to address rapidly changing technology and consumer behavior. Nor are they incentivized to do so.

It's always been my goal to make Deep Focus the most innovative advertising agency in history. Not just of the moment, but in history.

Lofty goal? Sure. But the bar's been set pretty low before us, and we're going to keep on raising it.

Happy new year everyone. Here's to an innovative 2008 and beyond.

Comments

[Joanna Pena Bickley]

While agree with you on many of your points i think there are pockets of innovation on large organizations. Not all, but there are pockets of talent in places that are so big they cannot get out of their own way.