Mother nature and advertising share a lot in common. The notion of adapt or die has evolved species in remarkable ways, yet, brands are dying at alarming rates with few evolving before it’s too late. The fact is, most brands do not stand out. 89% go unnoticed and of the 11% that are remembered, only 4% are remembered positively.* Few do what it takes to stand out or have the ambition needed to survive.

Some of the world’s most recognizable companies have learned the harsh lessons of survival of the fittest. From Kodak to Saturn, Blackberry to Panam, Borders to Tower Records, and more recently, Sears and Toys"R"Us. Ad agencies are in a similar state of flux, causing the biggest agencies to adapt or die. But is consolidation true adaptation? We’ve recently seen such consolidation through the mergers of legacy titans such as JWT being mashed up with Wunderman and Y&R with VML, as well as the slow death of recognized giants like Lowe Roche.

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