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Inovacija ili ne? Propast Ogilvy Labsa-a

Da li biste ubili svinju zbog kila mesa? Pre par nedelja je zatvoren Ogilvy Labs tim koji je u okviru Londonskog Ogilvija jurio inovacije i nalazio načine da ih primeni u našoj struci. Bili su change agent, prvi tim takve vrste na svetu. Više ih nema. Ogilvy je poklekao mahinacijama finansijskih tržišta, a dobri stari Dejvid se verovatno okreće u grobu.
Nicole Yershon, šefica raspuštenog tima, je upravo dala intervju za CreativePool, u kojem se osvrće na par stvari od suštinske važnosti za budućnost advertajzinga:

How do you see innovation fitting into the agency model?

“It is key for any model – so much is happening in an ever changing digital world, technology has disrupted every walk of how we now live our lives. We cannot know everything, but a dedicated unit is able to build bridges as to what is happening on the outside world and bring it back in a relevant way to solve problems that brands may have. We don’t know what we don’t know. We need to be in spaces that have nothing to do with advertising and comms, where we know nothing and no one.

Tužno je što je jurenje kratkoročnog uspeha doprlo i do Labs-a.

Zabrinjavajuće je što najbitniji ljudi svetskog advertajzinga biraju da ostanu slepo zagledani u juče.

Tragično je što smo kao industrija izgubili još jedan glas razuma, još jednog vizionara.

Jedna pozitivna stvar – jedva čekam da vidim šta će Nikol sledeće da radi.

Miloš

Miloš

Drawing inspiration from the confluence of marketing management and production, Odvratajzing.com is my baby and an attempt at giving back to the wonderful Internet community that had raised me. Thank you for reading.

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