Brandingmag and Allen Adamson, noted industry expert and author of BrandSimple, BrandDigital and Shift Ahead, in conversation on the future of branding and the new dynamics shaping the landscape of the creative industry.

“The changes I’ve experienced over the past 20 years have been the result of multiple factors. First, functional teams that were once considered agency “pillars” are increasingly being outsourced, be it research, media, or creative responsibilities. This is for reasons financial and otherwise. This has resulted in a linear, conveyor-belt approach to problem-solving, one organization handing off its part of the process to another, not nearly as effective or valuable as surrounding a problem from 360 degrees. Single-skill agencies will sell only what they make. Success in marketing requires a symbiotic approach. Second, timeframes have become increasingly truncated, in good part the result of the accelerating pace of change in the marketplace. In addition to this, over the years, the industry’s ability to attract, keep, and compensate the best strategic and creative talent has been compromised by the rise of technology companies (Google, Apple, etc.) who are now attracting the best and the brightest…often leaving agencies with less raw horsepower.”

Read the entire interview here.