If an agency's role is going to be limited, maybe we could waste less time in pitches, writes Charles Wigley of BBH.
The best way to be fast is to get the sharpest brains you have thinking about the problem together from the get-go.
BBH's Asia chairman frets that content marketing is based on a fundamental fallacy about attention, but also sees a potential six-second solution.
Charles Wigley sees a glimmer of hope for 'wistful Luddites' holding out hope that creativity will return to its former position of pre-eminence.
Doing things differently takes courage, Charles Wigley notes. And, he argues not doing so sentences brands to sameness and irrelevancy.