So it looks like BBH’s offshoot, Zag, may be starting to bear fruit.
http://www.guardian.co.uk/media/2010/mar/10/bartle-bogle-hegarty-attack-alarm
The bigger question is - why aren’t more agencies doing this? There’s obviously notable examples - agencies like Anomaly and Brooklyn Brothers… But by and large no one’s doing it.
If it was down to cash, I could understand it. But we live in an age when many new ‘products’ are digital, and can be created at relatively little expense - especially if you already have an in-house digital team. An age when a smart marketer can build a brand amongst a certain target market for next-to-nothing by avoiding paid-for media.
I guess most of us don’t have the time. But shouldn’t agencies be focusing on this? Or do we want to spend the next x years courting the guys who actually did set up powerful online brands?
