In our tech savvy age, it has become the job of the agency to help less advanced companies create products to help navigate this new landscape.

In one of Richard Huntingdon’s blog posts from January of this year; he explains how looking through the lenses of product, brand and communications can help to identify the area of focus and to help inform the direction of the creative brief.

However, as is the case with many posts, the gems are often hidden in the comments, where there seems to be an interesting line of thinking emerging that challenges the ability of ad agencies to solve client product problems.

“The area of what you do when there is a ‘Product’ problem is the most interesting right now. Product difference is more important than ever before in our ZMOT, like button, Amazon review, TripAdvisor world. This is the area which ad agencies are least equipped to deal with – we’re generally pretty good at helping with Brand or Comms problems.

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