ABSTRACT
The chapter discusses innovation as another driving force in the advertising industry. It explores how the sector needs to constantly offer new ideas and approaches to keep engaging and persuading consumers, and to rapidly adjust to evolving markets. It also explores how the advertising industry, pushed by the market situation, must expand its scope of services to support its clients and find new revenue sources. At the same time, advertising innovation is not only linked to the capabilities of creative teams. It is also related to agencies’ internal cultures and brand attitudes toward creative advertising—their openness to innovative ideas and willingness to take risks. Hence, the chapter also looks into the issues of convincing clients to innovative ideas and creating environments conducive to innovation.
