An individual could be a creator of things as well as a consumer of things. Maker culture promotes learning through doing. Advertising business is affected by the maker culture. There is a shift of focus from just creating ads to making things, experiences, tech and content. Some agencies are making new technologies, apps, products that bring a brand’s idea to life, new distribution platforms and much more.

Volvo’s safety idea was manifested by the agency in a new way — Life Paint.Cyclists can spray the invisible paint onto their clothes, bikes, bags etc. It glows at night, making them visible in the dark. This paint is retailed at Volvo stores. It creates buzz for the brand.

Dominos agency made Twitter an ordering platform. It initiated Tweet-a-Pizza by twitting a pizza slice emoji.

Ad agencies have to treat the media as partners and collaborate with them. All brands do not require 360 degree communication. You have to target. And one has to try new things without being foolish. Always think in terms of what I can make.