It’s not about good ideas, it’s about making ideas happen

So true. If you think so too, get yourself to this. Shithot speak line-up.

99% is a Behance conference that focuses on how inspiration and organization come together to make ideas happen.

Thanks to Seth for the tip off and the observation from PSFK’s Good Idea Salon;

But what I think will be interesting more than any one individual is the percentage of people with the title, “Founder,” who will be talking. Get your learn on from those with experience launching ideas. That’s valuable in this climate, especially.

Some agencies are dipping their toes in IP ownership/creation e.g. Zag at BBH and  Anomaly creating whole teams of ‘innovators’ to come up with ideas and then saying, “sod it”, to a client who doesn’t want to pay, “we’ll do it”.

 Think about it, if you knock off the ‘brand’ bit from ‘branded utility’, you’ve got a ‘utility’ i.e. something that people will find of value to them. If it is of value to them, they might EVEN pay for it…

Given many agencies USP of customer insight and creativity, should more agencies be opening up innovation labs and hiring more entrepreneurs to capitalise on the capabilities that lie within the agency model? Is this the true calling for agencies as advertising becomes increasingly redundant or to put another way less clients be willing to spend big on?

This in my mind is where there is a land of opportunity for creative plannery digital types to become highly entrepreneurial. Spot the insight (or revelation)… spot the ad opportunity…. and do it.