Digital Agencies: It pays to think BIG

Waiting patiently at Waterloo station the other afternoon, I was forced to stare at a huge billboard poster from the Daily Telegraph’s new advertising campaign – ‘It pays to think big’. Take note digital agencies; this is exactly what you should be doing.

I’ve seen so many Digital Agencies of late playing follow the leader. Churning out the same old ideas, using the same old technologies, sticking to what they know best – It’s safe, but it’s not going to get you noticed. Digital agencies need to consider that special word – ‘Innovation’.

“Innovation is the ability to see change as an opportunity, not a threat”

Digital agencies are the life-blood of digital innovation. We’re the ones who our clients call when they need help thinking of new campaign ideas or coming up with new methods of communication delivery. So we need to be ready with our finger on the pulse.

“Grasp on newer technologies and know what’s moving, what’s shaking, and what could be interesting to use in order to achieve a different interface with people” says Lars Bastholm, Chief Creative Digital Office at Ogilvy.

The big agencies dominate digital innovation – Take AKQA and the Nike PHOTOid for example, probably one of the biggest and best innovations in the past 12 months. But who says smaller agencies can’t make a name for themselves by breaking the mould and creating digital output that’s unique, exciting and most of all…different.

Big ideas don’t have to be complicated. OK, they may take a bit more thought, but who says thinking outside of the box has to stop everyone in their tracks. And don’t think you’re going to get it right every time. If you’re not failing every now and again, it’s a sign you’re not doing anything innovative.

Although many still view digital as a side dish to the main marketing meal, clients are becoming increasingly digital reliant and demanding the best ideas. So be brave, think of the bigger picture and pitch an idea to your client that’s completely off the wall.

Digital Agencies: It pays to think big.

Digital Agencies: It pays to think big.


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3 Responses to “Digital Agencies: It pays to think BIG”

  1. John Goode Says:

    I agree with the need to innovate and think big, qualities that compliment one another nicely. It’s curious that some agencies continue to be cms centric in their thinking. UGC and social computing trends are moving into the mainstream. If an agency is too frightened to invest time learning new technologies, investigating technology integrations and generally behaving as a learning-organisation; it’s going to fair badly!

    There is no space for people who fear change in our digital world. Change is good. Change is the life-blood. Think Change, Think Big!

  2. neilpotter Says:

    “There is no space for people who fear change in our digital world” — Wise words John and couldn’t agree more!!

  3. Digital Agencies: 30% of your clients are looking for a new agency! « The Digital Agency Blog Says:

    […] many times I’ve harped on about the need for constant innovation in digital agencies and the fact that satisfactory work just won’t cut the mustard in these tough times. I’ve even […]

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