Fast Company has made a list of the World’s Most Innovative Companies. At No.1 is Team Obama (dethroning Google) because it ‘took a skinny kid with a funny name and turned him into the most powerful new national brand in a generation’. Apple features at No.4 (down from last year when it was No.2). It is heartening to see a couple of bigwig advertising agencies featuring in the list. Tied at No.23 & 24 are Crispin Porter + Bogusky and TBWA\Worldwide. Among the Most Innovative Companies in Advertising & Marketing, agencies like Saatchi & Saatchi, Naked and Goodby, Silverstein & Partners feature.
The industry defines itself as being in the ideas business. Agencies like BBH have also diversified into developing products & turning them into brands. Global networks are sometimes accused of being plodding giants who compare less favourably to small, nimble creative shops when it comes to innovation. This list seems otherwise?