The next generation of advertising agencies, believes Jon Wilkins, will need to do a “much better job of representing the people they desire to communicate with.”
But the executive chairman of Karmarama, a London-based division of Accenture Interactive, has to look no further than McCann/Tel Aviv’s work for furniture retailer IKEA to get a glimpse of that future.
“This kind of really diverse creativity – led by a different makeup of people and teams – is stuff that I just don't think most agencies today would get to.”
One key reason McCann/Tel Aviv could “rethink its product” in this way,...