Hasta La Creative!

Anyone who’s spent time at an ad agency knows that a lot of ideas get left on the cutting-room floor. Sometimes they’re inconsequential ideas about a particular media choice or a turn of phrase in a tagline. But sometimes the ideas left behind are big, game-changing concepts — kernels of something that, if questioned and nurtured and developed, could result in products or services that are real and salable.

We let these ideas wither on the vine or dismiss them summarily because ad agencies aren’t responsible for creating business models — at least not anymore.

Too often, we serve as vendors that create campaigns rather than as consultants or partners who are integral to the business.

Continue reading at AdAge.com