Ride the Open Innovation Tiger or Else…
In an article on the Economic Times website Jerry Wind, director of the Wharton Future of Advertising Program, notes that one of the ten moves that will become shakers for 2020 advertising is “Ride the Open Innovation tiger or Else….” He adds that much like newspapers, conventional advertising agencies are becoming irrelevant. When one person with a wireless connection can be an agency, a media company or even a manufacturer, the traditional advertising organizations need to accommodate open innovation. The radical democratization of advertising over the last decade created by open innovation, crowd sourcing, and co-creation is transforming the business.
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