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For this year's Innovation Stories event at Digitas LBi, I decided to speak not about future technology or stories of innovation but instead about what I feel to be a key area which the advertising industry tends to stay away from: science.
If you think about the science industry currently being at the cusp of change (like the tech industry was 20 years ago), it can be reframed from being a stuffy, boring, unattainable, slow industry to one which is, well, sexy. I believe there are 2 key things which it needs to really push forward - openness and communication.
But the science industry is not just a charity case in need of help - there are significant funds channeled into the industry to help engage the public and create business innovation out of research...money which ad agencies could spend pretty wisely and really help the industry achieve its full potential...
Science should be our next new business target.