▲ 9 r/advertising
Rory Sutherland says agencies should make the ads first and then try and sell them. Do you think that could work? How?
In Rory Sutherland’s 2026 predictions video. He posits the idea that Cannes Lions should be a trade show and agencies should create work first, then try flog it to brands.
As a mid-weight copywriter, my best work has been cut to ribbons by cautious PMs and clients. So this idea of creating great, big idea work first, free from restriction, and then trying to sell it to clients makes a lot of sense. My question is, could it be a viable agency model? How would it work?
u/Buddy-Sattva — 23 hours ago