Building brands: Redefining the purpose of a modern agency

Diana Caplinska

This essay argues that the digital age demands brands that are more authentic and focussed on delivering better products and services - and that agencies should help them innovate.

Building brands: Redefining the purpose of a modern agency

Diana CaplinskaTBWA London

Buzzword Bingo. That must have been a common instant response to the subject of this essay. The growing perception of this topic as meaningless signifies either that it has already been duly explored, or the lack of understanding of where the practical applications of such discussion may lie. The latter sounds more likely, as the recognition of digital as the new reality of the brand-building world rather than a component of well-orchestrated integrated work adds more constraints than solutions.

WiredKevin Kelly's predictions of 'radical transparency' from...

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