I know you’ve had this experience:

You’re hanging at a party and a friend introduces you to a fellow expert. “Hey Bruce, Joe Bob does creative marketing stuff.” Cornered for what seems like an hour, with no gracious exit, I listen as if interested while Joe Bob drones endlessly about the detailed minutia of his Medical Pipette business. Can I offer marketing suggestions? No, Joe Bob insists he’s got a good creative handle on pipette marketing. "You don't understand our market" Hence, my role in this conversation was listen and nod.

You can be sure if the JB Medical Pipette account goes up for review, only agencies with a strong vertical in Pipette’s will be considered. Understandable. Comfortable. Predictable.

In the creative biz, Vertical experience is helpful but broad experience is critical. Vertical knowledge is assimilated,relatively fast, horizontal knowledge takes a lifetime. Without the open mind of a landscape thinker, companies are doomed to repeat what’s been done with little variation; your silo gets taller until it falls.