Hasta La Creative!

Brands will always crave what’s new, which might explain the obsession with startups (no matter how long this phase lasts). Marketers tend to seek out what has forward momentum, and startups are businesses that are the most likely to grow rapidly. On the other hand, they’re also the most likely to fail.

With startups proliferating more rapidly than ever, how can marketers keep track of it all?

The best approach is to diversify your investment, and this is especially important given the investment is almost entirely of time rather than money. Here’s a portfolio-management approach for keeping track of what’s new and next:

Continue reading at AdAge.com