They prefer to invent.
Innovation implies theory, whereas invention implies action. kbs+ invests
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?