Reading Hugh Macleod's blog today I saw part of a long post, where he talks about the meeting he had with Microsoft after the unveiling of the Blue Monster Reserve. Squirrelled away in his post is a point about the demand and supply for innovative digital advocacy-centred campaigns. I can see exactly where he's coming from:
"A few weeks ago, I was having lunch with somebody very high up the global Digital Advertising foodchain. He was telling me about how once he was pitching for a ten million dollar account with a large international client. The client basically said, "I love the idea. Let's do it. But... can you scale it to a hundred million dollar spend?" My friend sadly had to confess that his idea did not scale that large. My takeaway: Advertising clients are lining up to give talented folk their money. The only problem is, this brave new world is still in its infancy, much the same way TV advertising was in its infancy fifty years ago. Unlike traditional advertising media, demand for services exceeds supply. There lies the opportunity, but even the smartest minds in the business are still having a hard time figuring it out."