Brands should engage more with the start-up community
Last year, I wrote about how the agency-advertiser model is changing, and how advertisers might need tore-evaluate their commercial approach to take that into account. However, most commentary I’ve seen to date has been from a media perspective. A trip to the Hoxton Mix at London’s Sillicone Roundabout, one of several incubators for digital start-ups, suggests and interesting model for how creative agencies could also evolve.
