New York City buzzes with culture. Like the neon signs of Times Square, the city draws people from all places, giving the city an incredible creative energy. It’s not surprising ad agencies opened up shop here–it’s the heart of culture.

But to borrow an idea from postmodern social science, being in the middle of everything doesn’t always lead to an objective perspective. Standpoint Theory holds that from the middle of a circle, it’s hard to see other perspectives, whereas from the outside of a ring you can see it all.

Creatives at multiple agencies have spoken to the way Manhattan skews your perspective. To capture global viewpoints while still drawing inspiration from the city, agencies should lean into diverse hiring, data-driven insights and honest attempts at looking outside of the beautiful Manhattan bubble. It’s hard to see past the bright glow of New York, but it’s exciting to see advertising placing value on new perspectives.

Hannah Lewman 05.11.17