LBi publishes ‘The Blended Future’ with Campaign magazine
12th July 2011: Leading agency sets out its strategic vision
LBi has partnered with Campaign magazine to publish ‘The Blended Future,’ an article outlining the agency’s strategic vision.
LBi Chief Creative Officer Chris Clarke and Director of Branded Content Graham Hodge
Appearing in Campaign’s ‘What Next in Digital’ supplement, ‘The Blended Future’ explains that in a world where consumers are increasingly demanding more from brands, any agency worth its salt needs a constantly evolving understanding of the possibilities technology enables.
Authored by LBi Chief Creative Officer Chris Clarke and Director of Branded Content Graham Hodge, ‘The Blended Future’ highlights that in order to deliver real innovation agencies need a special culture that is not conservative, change resistant or nostalgic for the past.
‘Blending allows us to take ideas from strategy and concept to launch and evaluation as quickly and effectively as possible – regardless of the specifics of the business challenge. Blending ensures we function as strategic partners, helping our clients decide what’s next and holding their hands on the journey,’ writes Clarke.
‘It’s not a complicated process. It’s about casting the right people and orchestrating their contributions so that the outcome takes a client further on their digital journey, delighting their customers on the way.’
‘The Blended Future’ concludes that thanks to the constantly changing media landscape the challenge for brands and agencies is less about forecasting what’s next and more about organising their businesses to be able to quickly adapt to change.
Campaign’s ‘What Next in Digital’ supplement also contains thought-pieces by a line up of other leading marketing agencies.
Here’s a video clip from campaignlive.co.uk featuring LBi’s Branded Content Director Graham Hodge talking about what’s next for the digital industry.
Read the full Blended Future article (PDF)
Related articles on campaign.co.uk
Digital learns to play a new role: Roundtable discussion
Tags: agencies, blending, Chris Clarke, client, creative, LBi London, marketing, Technology, work culture
