Under Brad Brinegar’s tenure as chairman and CEO, McKinney has had one of the best new-business records in the advertising agency industry. Before coming to McKinney in 2002, Brinegar served as CEO of Leo Burnett USA, the world’s second largest advertising agency office.
EL: What is the importance and the role of innovation in today’s global economic environment?
Brinegar: Without innovation, competitors gravitate to what we like to call “the category blueprint,” where everyone delivers essentially the same solutions in the same way. When that happens, margins tend to erode, because you start to compete on price, and the cost to win customers from your competition goes up.
Of course, that also opens up the opportunity for a disruptive player to bring new solutions into the category, and that’s when you get back to creating value.
EL: What is the most difficult problem you and your team have solved?
Brinegar: There are two pr...(register to read more)