Point of view: Open operating systems

Gareth Kay

This article posits that agencies must update working methods to use a more task-based approach so as not to become irrelevant.

Point of view: Open operating systems

Gareth KayChapter SF

Hollywood. Arguably one of the greatest ad agencies of all time for its unsurpassed ability to sell the American ideal. Now, you could of course argue that this is down to massive budgets, their sheer number of at-bats and the relatively soft commercial objectives. But I'd have to beg to disagree for one fundamental reason: Hollywood runs on a different operating system and business model; one that is built for resilience, not rigidity.

Hollywood is built on a model more Voltron-like than most businesses: it's flexible, agile and adaptable. A...

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