Marketers and agencies need to work more closely with the research and development division to drive innovation, according to TBWA\worldwide chairman Jean-Marie Dru.
Dru, the architect of the global agency network's disruption principle, thinks the silos within organisations are one of the biggest barriers to business driving innovation.
Speaking at the AANA Reset conference in Sydney today, Dru said R&D people and agency people need to meet more often. "When they do something happens, there is a spark," he said.
He went on to recommend that clients and marketers make themselves the heart of a company's innovation, instead of setting a brief to R&D and seeing what they come back with in six months, they must work together more.
Marketers just understand that they have a role "not just in sales, but in innovation", he said.
"Let the agency get into the heart of R&D. It's always fruitful and it doesn't happen enough.
"I want to tell all marketers not to be shy [about it] marketing must be the heart of innovation. [R&D] need you more than you think, and don't underestimate your agency partners and what they can do with innovation."
For more on the AANA Reset conference check this out: ZenithOptimedia global boss: ‘We have to break free from advertising'
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