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Welcome to the Innovation Wiki at University of Colorado

This wiki explores innovation in general and innovation in advertising and media in particular. One of the basic questions that we ask is about advertising and, if it is supposed to be so innovative, then who and where are the innovative advertising agencies? This is the question that ADFREAK asks after looking at the list of the world's 50 most innovative companies: "Where are all the innovative ad agencies?" ( http://adweek.blogs.com/adfreak/2008/02/where-are-all-t.html) Actually, two made the list(http://www.mediabistro.com/agencyspy/anomaly/anomaly_is_24_akqa_is_48_77721.asp). But where are Crispin and or Goodby, you might ask? And that leads to questions about the criteria for selection to the list. Is the list flawed or do agencies need to change? And how would they change and why?

Consider Wexley School for Girls (http://www.wexley.com/) and their concept of relish, which is another way of describing guerilla marketing, branded content, brnaded entertainment, non-traditional advertising, experimental marketing, experiential marketing, mobile content.... All of which brings us to the future of advertising, what it will be where, we will see it, how we will see it, and what it might be trying to do relative to brands. What we do know is that commercial messaging has developed far beyond what now seems to be overly simple dramatized arguments that tout benefits and features.

Who will do the advertising of the future and how will this advertising differ from the past? How will it differ organizationally and executionally? St Lukes, for example, was formed through a revolution of sorts, and is based on a gospel of total ethics and common ownership––a story that is detailed in Fast Company (http://www.fastcompany.com/magazine/06/stlukes.html). St Lukes evolved from Chiat/Day which was one of the first agencies to attempt to abolish hierarchical decision making structures and executed breakthrough work, such as Apple's 1984 ad that redefined how we viewed the Super Bowl. (http://www.youtube.com/watch?v=R706isyDrqI)

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