<blockquote>The service line is the part that scares advertising agencies. It’s associated with building products, which potentially puts them in competition with their clients who, after all, are the ones who actually make things. Those services can create deeper, more meaningful experiences that solve different needs and produce a different kind of brand relationship. It’s also, because of that organisational drag, horrendously difficult.

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Product people know this. Startup people know this. Most advertising people do not, as yet, know this.</blockquote>