Rick Liebling: Advertising Agencies Should Be Creating More ‘Makeable’ Ideas
Conceptual thinking is moving towards more tangible ideas and companies should be hiring more multi-talented creative people to build real things.
As digital technology continues to change consumer behavior and transform the advertising industry, it is ironic that one of the hottest advertising conversations is about the importance of “making things”. We’ve all heard about the theoretical virtues of maker culture—at conferences and in blog posts—but real-life examples of the concept in practice are harder to find. That may be because few advertising pros have any experience making things beyond the conceptual. And so it was with great excitement that I heard about a project undertaken by a colleague of mine at Y&R New York, Matt Colangelo, and his friend Dave Pittman, a designer by trade. 90 Days of Making is an ambitious effort to create something entirely new every day for 90 days. Matt and Dave are hunkered down in an artist space in Nashville, TN where they are entering the final stretch of the project. I caught up with them via email to find out more: