Dive Brief:

• Traditionally, marketers have sought out digital agencies to help build ad ideas, but a new trend has marketers seeking product ideas from agencies, as well. 
• Because people are so inundated with ads on a daily basis, brands and marketers have to find different ways to engage consumers and offer a utility, like the Nike Fuel Band. 
• Agency executives told AdAge that 2014 has seen a "flurry" of "innovation requests" for creative ideas for products and services rather than just ad campaigns. 

Dive Insight: 

Marketing and advertising has been shifting in this direction for some time, so it's not a surprise that digital agencies are being called on for their input with ideas. Any creative way to break through the clutter will be most effective. Agencies can be great incubators for fresh ideas — especially for marketers that are looking for an outside perspective.