On innovation and branding agencies

(answer to the question "What are the most important qualities managers want in an innovation and branding agency?")

I prefer smaller structures for reactivity and true innovation - provided the casting and methology don't suck, of course. A big name will do if the aim of the game is just for the manager to have his own concept sold to his own hierarchy.

International reach helps for branding : you don't want to waste time on verifications, and you certainly don't want to end up like another case study (ie Alcatel means "killer" in Arabic, Sega "to masturbate" in Italian).

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