While your cover story about big brands turning to entrepreneurs for innovation (MW last week) focused on organisations harnessing the entrepreneurial mindset in their businesses, this trend has gone one step further and big brands are increasingly turning to agile and innovative consultancies to make their communications relevant, up-to-date and exciting.
This presents amazing opportunities for agencies and as a result we are seeing partnerships that in years gone by would have raised more than a few eyebrows.
This shake-up has had a hugely positive impact, with creative executions from some large brands now redolent of their challenger cousins. The best creative solution is more and more the one that wins.
Scott Wilkinson Client partner, Bordello