Serendipitously I stumbled across a couple of great articles about digital innovation in the advertising space recently which dovetail neatly with some of the thinking and writing I’ve been doing.
Following on from Adam’s comment about the diffusion and adoption of innovation within the PR sector (which warrants some analysis and a further blog post in its own right) it’s equally interesting to see how the same issues are being played out in the advertising space.
According to Digital Planning Director at BBDO/Proximity, Vincent Teo:
“This shift toward creative innovation and product development will be a continuous evolution in the agency space and one in which I believe will form the foundation of the digital agency of the future. There is a real synergy between product innovation and what agencies are currently doing and this looks like the next evolution in extending what agencies can offer to their clients.”
What this looks like in detail can found in Vincent’s great survey of the current ad/digital/innovation landscape, The Digital Agency of the Future. And following Vincent’s vision and line of questioning, a number of other posts and article’s further explore the same issues, including Rei Inamoto‘s Why Ad Agencies Should Act More Like Start-ups and .net magazine’s Inside the Labs of the World’s leading Digital Agencies.
Although there are some distinct differences between the ad and PR industries, both are rapidly converging around digital. Some level of comparative analysis will undoubtedly be useful to see where each industry is succeeding (and not succeeding) and looking for clearer paths to innovation, adoption and sharing/commercialisation. Hopefully more to come on this.