Connect with execs from Axios, The New York Times, Paramount and more.
Digiday is running a series of video interviews with agency leaders on how to build the modern agency. The series is made possible through the sponsorship of Videology, a video advertising platform.
Aaron Shapiro, the CEO of digital agency Huge, believes that brands have to start think of their audience in the many ways people touch them in digital channels. Huge, a 480-person agency in Brooklyn, bets on user experience over communications as the bedrock of its approach.
“So much of a brand today is how you interact with it online,” he said.
In Shapiro’s view, traditional agencies will struggle to attract the kind of tech talent that digital agencies do. This is as a result of the cultures in traditional agencies, which, Shapiro believes, are inhospitable to talented tech-minded people.
“Our office in Brooklyn looks very much like a Silicon Valley startup and embraces an innovation ethos,” Shapiro said. “It’s very different from being in one of these giant glass towers in Midtown with a cube farm where the television creative is still king.
Watch the full interview below. See previous installments in this series with Videology CEO Scott Ferber and Publicis Modem CEO Jean-Philippe Maheu. Next week we will speak with AKQA chief creative officer Rei Inamoto.
More in Marketing
NASCAR rebuilds its commercial engine to tempt back motorsports fans
Behind the scenes, the motorsport and racetrack business hopes a commercial refit and consumer-facing hero campaign can help it hold the line amid F1’s growing U.S. popularity.
To manage 300,000 creators, Unilever automates everything but the relationship
Unilever is using AI to vet creators and automate workflows as it scales a 300,000-creator network without handing over creative decisions.
Nike versus Adidas: Who’s spending more in race to claim the World Cup crown?
With the World Cup at the midway point, ad spend estimates show the apparel rivals taking opposite tacks in their media approaches.