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

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]