Craig le Grice, tech bridge between strategy and marketing, describes the shift in the advertising and media industry. Traditionally, advertising agencies wanted to work with big companies, because they brought big names and big budgets. But lately, agencies discovered the great innovation potential of startups and started to chase them.
Craig thinks that the future is not about buying and selling, because selling is becoming a forced idea that we need to stop. The future is about need and idea and innovations that enable this connection. Where the need and the idea meet, that is the sweet spot for entrepreneurs. As much CFOs hate that approach, Craig thinks that the shift is inevitable.