All Agencies Are Creative Agencies

All Agencies Are Creative Agencies

This story was originally published by

All agencies need to be creative agencies thanks to technology, says OMD UK's creative director at CES.




Technology has democratized creativity to the point where all agencies need to be creative agencies, according to Ann Wixley, creative director, OMD UK.

Speaking on a panel about technology and creativity at OMD Oasis, part of CES International on Tuesday, Wixley discussed the need for better collaboration among agencies.

“There are a lot of different parties around a table, all in service to the big idea, and everyone wants piece of the pie,” she said.

“But times have changed and we all need to be creative agencies. I think media agencies are creative agencies too. I hate just giving the ‘creative agency’ title to just one type of agency — that makes my hackles rise,” she said.

She said that successful collaboration between technologists and creatives can be difficult to broker. “Technology has meant that ideas are coming out of a lot of different places.

“Technology inspires ideas and ideas inspire technology, but it is hard to navigate that process and get deep tech specialists collaborating with deep creative curators,” she said.

Read more here.




Please login with linkedin to comment

content Jack Matthews Market Valuations Tech Wreck

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]