¿De donde debería venir la Innovación del Marketing? The world of marketing and advertising used to be very simple. If you got a branding or marketing job with a company, you would inherit an agency that the person above you or before you had hired to work with the company to get your advertising and marketing campaigns developed and executed.
After a few years if you worked in an agency you might go work for a company and manage an agency, or after a few years working in marketing or advertising for a company you might leave to go work for an agency, and this cycle might repeat several times over the course of your career. In this simple environment, companies looked to their agencies to bring them innovations in marketing and/or advertising.
But this simple world of marketing and advertising is being disrupted and made more complex in the same way that many other industries are (think book publishing, book retailing, management consulting, etc.). 1. Agencies and Advisory Firms 2. Co-Creation with Customers 3. Wait!