https://blogs.ubc.ca/sammassooleh/2013/11/17/the-magical-ddb-visit-part-2/

Here’s Sam’s blog. He talks (humblebrags) about his recent experience touring the DDB office, and how Lance Sauders delves into the rapidly changing nature of the advertising industry.

Of course, what Saunders notices is not exclusive to the marketing industry, but certainly here it is the most prominent. Since the boom of the internet and social media, traditional outlets of advertising have began to appear outdated, and what used to be a point of difference has become a point of parity.

For example, this online revolution has sparked the emergence of companies like Blast Radius, a purely digital marketing agency that has revolutionized the way we interact with businesses and companies. This is the agency responsible for the Starbucks card app, the Nike website, and several other digital campaigns devoted to making the world of marketing much more engaging and immersive.

What’s interesting here is that marketing aspects like differentiation are not limited to the business itself, but the businesses’ marketing as well. In fact, companies must be different, not only how they make the product, but in how they sell it too.