"That's why Continuum, IDEO, ZIBA and other design/innovation consultancies and being drawn into the brand business (IDEO just opened in New York, the land of the brand). With their deep roots in design tools and methodologies that are ethnographic and anthropological, they have a different way of connecting to the consumer ... What ad agencies need to learn is how to do this. They have to connect their clients to their customers, not the latest technology."
Are Big Ad Agencies So Clueless That Corporations Should Avoid Them?
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