Point of view: Crowdsourcing creatives
In the October issue of Admap, we considered how the homogeneity of agency briefs, across disciplines and geographies, is antithetical to the goal of differentiation. Jane Newman, referring to the development of account planning, pointed out that "to achieve our creative philosophy of relevant distinctiveness, we've applied that same creativity to how we structure ourselves both internally and dealing with clients".
Account planning was a great innovation in agency structure but success was rapidly imitated, especially once Jay Chiat proclaimed that "account planning is the greatest new business tool...