Startups, Agencies (Try to) Build Relations

Frustrations abound, partnerships not so much

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Would an advertising agency ever create the next Foursquare or Tumblr, asked James Cooper, chief creative innovation officer of JWT New York, during a panel yesterday on pitching startups to agencies and clients. Cooper answered his own question definitively. No.

“An agency isn’t set up in that way,” he said. “We can do internal products fine…but that’s very different from creating an actual startup, a business that’s going to go out and make money. I just don’t think any agency is set up for that.”

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