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Naked Communications’ Adam Ferrier: agencies are too closed minded to innovate

Adam Ferrier

Adam Ferrier

One of Asia’s leading minds of the media world has said that agencies have shut themselves off from innovation, because they are too closed minded.

Naked Communications’ global head of consumer science Adam Ferrier told the audience at the Mumbrella 360 Conference in Sydney today: “All communication is now interactive” and agencies should take advantage of this.

“The whole tech integration in marketing is happening a lot slower than I expected it to,” he said.

Speaking to Mumbrella after the event, Ferrier said most advertising companies use a “closed” business model and are not open enough to innovation.

“There are two types of ad agencies: open and closed. It really feels like there’s a one-stop-shop in terms of closed model agencies,” said Ferrier.

“There’s an inherent natural bias towards an economically sound model.”

Naked Communications Australia’s co-founder said he believed tech firms are on the forefront of new and emerging ideas, and that ad agencies aren’t taking using them enough.

“It’s just easier for them to recommend the known ideas that generate money.”

Ferrier’s comments come the week after Art Lee, the CMO at Passkit, wrote an opinion piece that wondered what was stopping ad agencies from innovating.

Ferrier moderated the Mumbrella360 session in which seven technology companies each pitched a Rexona deodorant campaign to consumer group Unilever.

Ideas ranged from iPhone app games, to directed audio technology advising listeners to take the stairs over the escalator.

Tech company Spinifex won the pitch through a ‘Clap-o-meter’ app which helped judge the winning pitch.

Spinifex pitched a “directional pinpoint’ which directs audio in a physical direction.

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