By Tim Irwin

Creative agencies are being turned upside down and shaken by the ankles.

We’re witnessing the transformation of legacy models: inherited rules are being rewritten, the big idea has become lots of little ones – individual conversations on mobiles and desktops. What makes a brand is now more than what is shown on TV, heard on the radio or eyed in a magazine. Brands need to be everywhere; brought to life through millions of individual interactions every day.

Despite clients realising the potential that digital creative has, creative agencies still resist. But why?

It’s no secret that the last few years have been demanding Read full story ›

Source: The Drum