End of the line for ad agency?

Advertising types are forever talking about lines. Some describe their agencies as above the line, some as below the line, while most these days seem to operate through the line. But Quintessential Ideas’ new managing director Andy Melbourne is having none of this line nonsense.

Melbourne says: “We believe the concept of lines is not just unhelpful, it’s restrictive. Creativity doesn’t exist either side of the line, it’s beyond it… By choosing to ignore the lines which surround the creative brief in many other agencies, we release ourselves from any conceptual parameters.”

So far, so philosophical. But then Melbourne blows it, describing his own agency – which works in advertising, design, direct marketing and new media – as being “outside the line” proving that agencies just can’t manage to kick their line habit.

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