2. At transformere et
reklamebureau til at blive et
bureau, der er mindst lige så
digitalt som digitale
bureauer uden at blive et
digitalt bureau!!
3. Agency of the year: Wieden & Kennedy!
"You think of these things as incremental and
suddenly you wake up and say, it's not an
incremental change," said Mr. Wieden. "It's a
complete psychological shift in the way people
relate to one another." It made Wieden start
thinking about the digital revolution in terms of the
agency's historical strengths. "I thought, that's what
we're good at -- one of the things we've always
brought to the marketplace is the ability to form
amazing relationships between clients and their
customers. We have an innate ability to get at what
drives a company and capture that and create that
personality so it's vivid not just to the outside
world but inside the company. So when we started
looking at digital as not just a medium but as a
whole different way of creating relationships, that's
when I think for me personally, I understood the
impact of what was going on."
”It was that essential shift in approach --
seeing advertising as a conversation rather
than a one-way broadcast -- that really,
finally ushered in the new era at the
agency” (Dan Wieden)
