A good article by Ovie Esiekpe at unique digital on innovation and it’s role for both clients and agencies.

http://www.uniquedigital.co.uk/blog/how-can-innovation-help-to-drive-ad-agency-new-business/

The piece deals well with the idea of innovation, separating it into two things: one, the swathe of technology apps, features and ideas thrown at us online under the beta banner; and two, the real essence of innovation - a substantial (rather than incremental) change brought about by genuine efficiencies.

The article posits that the role of the agency is to guide clients in the world by filtering true innovation for them. Again I have to agree; the number of times an advertiser wants to appear on something because it is the new big thing only to then be disappointed that the results are no good staggers me. You have to reach the right audiences in the right was for your business. Twitter isn’t for everyone.

Innovation is about doing old things in new ways: ways that save money, effort and - ultimately - time. To quote Tom Obafemi, “you get more bang for your buck”. For example, the book ‘Rework’ by 37signals has a stunning view on working life, with one novel innovation: don’t hire workaholics. They love to work. Love to be at work. Love to get in early. Leave late. The real innovators are at home; they left on time because they had found a better way to get the work done. Leaving on time isn’t a sin, it shows your a more efficient worker than those staying late.

Overall the article makes good sense, but it may be too brash to cast off all the technologies because they are the things that will lead to innovation. Things like yammer could help to make communication more efficient by replacing email - encouraging group interaction and conversation rather than inboxes and lists. Google+ hangouts could make the weekly/monthly meeting with clients quicker and cheaper. Blogs are the perfect way to let your audience find you letting googles algorithm do the work for you. So these things may not be right for advertisers, but actually be hugely beneficial for their agency’s.

Overall innovation isn’t really about the betas and technologies; it’s the way we use them that matters.