What Does - Innovation in marketing - Mean to an agency?

Innovation in marketing means understanding what the customer wants and delivering it as quickly as possible. And being tuned into what the customers’ needs and what those requirements are, not saying, “We can’t do that.” We have to break down-- we have to break down convention and understand what the possibilities are and be close enough to technology we can understand not what the limitations are, but what the possibilities are. And to understand what the possibilities are, not just today but maybe six months ahead or 18 months ahead. We’re very often experimenting with technologies that are a little bit too early. But by having that experience we know sort of what’s down the road and when it’s going to be ready and how, you know, what the likely impact is gonna be going forward. So that’s all-- you know, that’s incredibly important and a very, very interesting key part of innovation. I think the other really, really important part of innovation is creating a literacy between the different disciplines. So it’s just as important for programmers and developers and technical directors to have a creative literacy, as it is for visual designers and copywriters to have a technical literacy. So bridging that gap, bridging that cultural gap, not just within an agency, also between IT department and on brand side and the marketing and business stakeholders on the brand side, creating sort of a fluency and a common language so that everybody has a way to talk about what the possibilities are really, really important. And that’s just as key to innovation as coming up with the next sort of amazing, sort of, you know, technical implementation.