Creative agencies moving into branding isn't a turf war — the lines never existed

Summary

The article argues that the perceived "turf war" between creative agencies and branding agencies over rebranding work is misguided, as the boundaries between these disciplines were never rigid. It uses Uncommon's recent JD Sports global rebrand as an example of creative agencies moving into what was traditionally branding territory, but contends that the best work has always come from those who see brand and creativity as interconnected rather than separate domains.