Ideas are a staple of our business, so what makes us different? Rather than relying on the same handful of people to bring home the big idea, we’re able to cast a net that is both wider and deeper. We represent a global creative community where distinctive and compelling brand ideas are a natural outcome of diverse thinking.
1. We begin by helping our client develop a strategically compelling, creatively inspiring brief.
2. We post the brief on our site and invite our community to participate.
3. We evaluate every submission we receive, based on two simple criteria: Is the idea on strategy and is the idea insanely great? We then curate the best concepts and share them with our client.
Once we reach agreement on the strongest ideas, we immerse ourselves personally in moving them forward. We dedicate our attention to polishing details that would make an already-compelling idea shine a little more, involving the originator(s) of the idea where possible.
When it comes to production in all media, we’re ready to lead and direct the process, bringing together the right skills as needed. Importantly, we respect our clients’ agency relationships and studio resources and we’re comfortable handing over implementation duties. Ensuring safe passage of the idea is our primary concern and we’re pleased to provide oversight along the way.
Our approach is ideal for all forms of brand communications as well as new product innovation.
We usually allow two weeks for creative ideas to be submitted and then a further week to curate the entries for client presentation.
Brands are granted rights to winning submissions when the originators of the idea are compensated. Until then, the ideas are owned by the creative people in question.
This is a high priority for us. All members of our community are pledged to our terms of confidentiality in order to access any brief and where necessary, they’re required to sign a client-specific NDA. Other options include the ability to make the brand anonymous or run closed competitions in which only our top creative people are invited to participate.
Our entries come from a diverse talent pool: Creative directors, writers and art directors at every level whether they’re just starting out in their careers or seasoned veterans. Some are working in agencies, some are steady freelancers.
Our talent base is truly a global one. As one would expect, many are based in large advertising centres like London, New York, Chicago, Toronto, Amsterdam, Auckland, Sydney, Rio de Janeiro, Johannesburg, Mumbai and Tel Aviv. Of note: We can also target a brief to specific sets of creative people based on geographic location.
Our business really isn’t a numbers game. It’s a quality game dependent on keeping the best people interested and the best ideas flowing. The number of submissions we receive should be abundant enough to assure variety and small enough to allow our entrants a meaningful chance of seeing their ideas recognized.
Of course we will and we have done so successfully. We see ourselves as a specialized alternative or complement to traditional creative development and a natural complement to the services of in-house studios.