#2. Invest in invention.

At Transformation, Lori Senecal and Ed Brojerdi of kbs+

pointed out the overuse of the term innovation.

They prefer to invent.

Innovation implies theory, whereas invention implies action. kbs+ invests

in projects and experimental teams, in order to — as mentioned in the previous post — just try stuff.

While many agencies and studios make their bread and butter on a lot of traditional media, the smart ones also invest in experiential and integrated ideas on their own — sometimes with internal labs, sometimes with offhand ideas they produce and use to surprise their clients. They learn from failed ventures, and aggressively promote their successful ones.

Do the rest of us do this enough? Do we truly invest?

New hardware and software for PUMA.

How do you advertise a car that doesn’t exist yet?

After the client killed it, they brought it to life.

After the client killed it, they brought it to life.