Shaping The White Space



“Shaping the white space.” It’s a strategic effort that requires a great deal of situational awareness especially about how evolving media and digital platforms are changing how consumers inhabit the world. Its initial output is a brief based on identifying opportunities that defy the restrictive categorizations of current agency disciplines but that require best case uses of the convergence of those disciplines.

Some might say I’m using a lot of words to describe what all agencies need to do for every client. As long as clients buy agency services based on specialized disciplines, agencies need to lead the convergence by “shaping the white space” between those disciplines as they inevitably converge.

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