Will agencies shed their skins in the Year of the Snake?
Wednesday, February 20, 2013 at 10:20AM
naive editor

As we slither quietly into the Year of the Snake it is beginning to look like our independent, collaborative creative model is being increasingly adopted by big agencies struggling to meet their client needs.

In recent months we have worked on 2 big international pitches, as well as number of local projects, where our agency partner was actively seeking a new perspective; one that sits outside of, and apart from the agency culture.

Entrenched interests and bureaucratic structures have in the past held back those who wanted to seek alternatives to the top-down "cubicle" model, but it does look as if – driven by necessity – the BIG agencies in Asia are finally realising that the future is going to require quite a different creative approach.

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