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Article: All push together: small agencies competing with each other for a share of the advertising market is not the way forward, argues Lateral chairman Jon Bains. What the industry needs is collaboration.(Interview)
- Article from:
- New Media Age
- Article date:
- August 21, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Shoreditch's Barley Mow is the perfect place for an interview with Jon Bains: a social environment for a man with a passion for collaboration. It's a pub he's adopted as his agency's meeting room. And with hair scraped back into his signature ponytail, sipping on a pint of cider and smoking Marlboro after Marlboro, Bains couldn't be more relaxed.
Head of creative agency Lateral, he's quite comfortable with being interviewed, having made a living in journalism himself in the early 1990s before setting up a string of new media agencies that culminated in Lateral, now in its sixth year of business.
The agency was awarded a Bronze Lion at this year's Cannes ...