dynamo london at NMKs Beers and innovation
dynamo london's second event in association with NMK was a sell out success. NMK's editor (and dynamo london member) Ian Delaney has written an excellent summary of what was an engaging and interesting discussion:
http://www.nmk.co.uk/article/2007/01/31/beers-and-innovations7
the event was also blogged about at:
http://broadstuff.com/archives/135-Innovative-Agency-Theory-or-how-to-get-a-head-in-Advertising.html
http://www.stephantual.com/index.cfm?fa=contentNews.newsDetails&newsID=8473&from=list
we'd love to hear from anyone else that attended.
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posted by Desiree Collier
on 27 February 2007
How do agencies get paid to innovate?
I had the oppertunity to speak at the second event and thoroughly enjoyed the evening and would like to say a big thank you to the team who did a great job on the night.
There were several interesting strands of conversation around do angencies innovate but one of the key areas of concern was how do agencies get paid to innovate.
The general feeling in the room was that although many clients expect innovation, they do not want to pay for the time it takes to innovate and this, in itself, stifles creative thinking.
Interestingly enough a couple of people client side went on to make the observation that their creative agencies were simply not doing enough to innovate in the first place and that they wanted them to be more proactive and come to them with ideas.
It was pointed out that being innovative takes time though and most agencies just do not have that luxury.
Some ideas on how to tackle this where discussed but would love to hear if anyone has any suggestions on how to break this cycle.