Disruptive innovation

Will Nicholls

Both agencies and clients are facing rapid change in the current business environment, so it makes little sense for them to continue along the same road for innovation, which has traditionally been through 'sustaining' innovation - taking small, incremental steps, usually in the area of communication.

Disruptive innovation

Will NichollsDare

Agencies assist client innovation through small, incremental improvements, mainly in communications. The time has come to move from 'sustaining' to 'disruptive' innovation.

Creative agencies have always been good at...

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