Vitali Poluzhnikov / Виталий Полужников
Design, thoughts & observations
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August 1, 2018

subdirectory_arrow_right Doesn’t make sense #1: I really don’t get niched-industry creative agencies

Like “We’re a graphic design company working with theatres”. I made that up, but there are a few.

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Niched skills – sure. If your team is good at film, specific design disciplines or another specific craft – that’s good. That craft is usually relevant in all fields and only get’s better with time. For example, if you are working with packaging you can design the next Adidas box, then work with a beer brand while bringing in fresh packaging trends from the tech industry. Why not?

But when you work with one industry and only base your innovation on what other competitors have done, that sounds like a dog chasing it’s own tail. What’s the point of dedicating your time to consulting only sneaker companies, real-estate or fashion brands? You will definitely know the industry inside-out and you will have the best sales arguments, but you will also be stuck in it with the rest.

I love the diversity of fields when it comes to marketing and what you can learn and pick from each one when it comes to creative work.

PS: Politics and science aside. There you better be knowledgeable, but should you really?

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