Remarkable products are the best ads, but inventing great products requires a new way of thinking in advertising — and a new breed of agency person.
The inventors capable of making the products are hard to find, though, and sought after by startups and tech giants alike. How do you build the right team of inventors? How do you induct them into the world of advertising? And how do you create an invention culture that makes them want to stay?
In this presentation given at Cannes Lions 2013, Deutsch LA CEO Mike Sheldon and CDO Winston Binch talk about the lessons we've learned—and are still learning.