Emily Tan
Oct 4, 2012

"Creating things that are born to live": TBWA’s David Lee on Pilot.is

Following the success of R/GA at Cannes with the Nike Fuel Band, the prospect of fusing digital agency work with product development is proving a hot topic, grounded in the need for agencies to create new revenue streams.

David Lee

Just over a year ago, TBWA’s worldwide digital ECD, David Lee, talked the global agency into spinning off a startup-style product-development arm after a mundane corporate website refresh turned into a presentation platform, Projeqt, “almost by accident”.

The corporate website initiative wasn’t, as Lee said, a “brief that gets anyone out of bed”.

But what started out as a quick refresh turned into the revamping of a planet-full of disparate...

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