The VP of Marketing at a Major Retailer wanted to do an agency review with multiple agencies, but he hired Ideasicle also as a hedge, as an insurance policy against an always unpredictable agency-review process. Here’s how he came to that idea (and decision).
A true story. I often talk about how powerful virtual idea generation is using our Expert Sourcing method. But just last week we were working on a project for a major pet food brand and my point was made, times ten.
The last thing I want to do at Ideasicle is present ideas the client can't use because it's in some way naive to the nature of their business. Our virtual platform allows us to patch together exactly the right team for every single job no matter how exotic it may be. Even if that means bringing someone in from the outside for a guest appearance. We call them "anchor" experts.
David Baldwin is a famous creative director running his own shop, Baldwin&. Kat Gordon is constantly running around the country in support of her "3% Conference," which she founded. Liz Gumbinner can be seen on The Today Show, Good Morning America, PBS and other shows. How do we get these incredible people to add "Ideasicle Expert" to their list? Three things: we make no demands as to which projects they must work on, we tap into their in-between moments of their day, and we pay them well.
It's been eight years now since I started this virtual idea-generating machine we call Ideasicle. Over the years I've often been asked what an idea session is like and what I tell them is that it's like a parallel universe for ideas. I live my life in our physical reality while ideas are happening in Ideasicle's virtual reality. And that simple fact is one of the main reasons virtual idea generation is so powerful. Let me explain.
We have an powerful idea for advertising agencies experiencing the horror of a new CMO on a client's business. I don't need to tell you how terrifying it can be for an agency when a new CMO comes to town. But with this idea you may be able to pre-empt the pitch with a few silver bullets.
What if we could focus on a problem we are trying to solve and then "allow" ourselves to find ideas anywhere, even in the most seemingly irrelevant (i.e. "wrong") places? Like fish nets in this memorable Ted Talk by Janet Echelman.
I need great work to write about. Instead of blindly looking for great work, I thought I'd take this problem into my own hands. You know, use my blog to inspire you to create a great idea so that I can then write about your great idea on my Forbes.com blog. Here's exactly what I'm looking for. Or should I say, what I "want."
I recently watched a Ted Talk entitled, "The Power Of Introverts," given by Susan Cain. The talk fascinated me because her central theme was that introverts are some of the world's great thinkers, but do not fit in an otherwise extroverted world. We risk, therefore, missing out on their thinking for superficial reasons. It got me thinking about Ideasicle and our virtual model.
Ever since I started Ideasicle in 2010 I have been fascinated by the power of virtual ideation. My theory going in was that if I could give clients access to incredibly brilliant creative Experts then we’d pile on the value. I was right, to the testament of countless past clients. But what I have come to understand is that the virtual model itself has its own power independent of the Experts plugged into it.
The Creative Agency Podcast: Forbes contributor and agency veteran Will Burns joins us to talk about how agencies are changing and whether the “Agency of Record” model still exists. Will discusses his experience working at big agencies like Weiden & Kennedy, Arnold, and Mullen. He also talks about the agency he founded: Ideasicle. Ideasicle is a unique agency that sources experts for idea generation. Because they focus on ideas and not execution, Ideasicle is free from biases that most agencies are subject to.
When it comes to creative outcomes, "diversity" when defined only by the color of one's skin or by one's gender is a superficial concept. The only "diversity" that matters to creativity is diversity of thought. And that kind of diversity can come from our outlook on life, our experience, and our talent.
According to Dr. Lenhardt, many health products designed to solve a particular health problem actually make the problem worse. Further, the manufacturers of these health products pitch "temporary relief," which in many cases is factually true, but not without long-term and detrimental (and self-serving to the companies) consequences.
Agencies love to blame stupid clients for bad creative presentations. The client just doesn't get it, they'll say. Or, this client wouldn't know a good idea if it hit them in the head. Or the ever-popular, the client doesn't know what they want until they see it. These defensive reactions are really just an agency's way of retaining its pride, but we have found after six years of Ideasicle ideation projects that there's an easy way to avoid these issues. And it involves numbers...
I post a lot about Ideasicle and the benefits of virtual ideation here on this blog. But I do so from my perspective. But what about the Experts? They're the ones doing all the intellectual heavy lifting here. I wanted to know what they think of this virtual ideation process. So I asked them. I'm turning the tables with this post and disclosing their answers to that question below. What follows are captured verbatim from their emails back to me. We'll call it...expert testimony.
This week I wrote a piece on Forbes.com entitled, "How To Overcome Organizational 'Working Memory' And Liberate Your Creativity." In it, I describe the parallel of our own working memory and how gets in the way of our creativity to a company's collective inertia and inability to get out of its own "ways" when it comes to creativity. What I could not say - only allude to - is that Ideasicle serves this role with our clients all the time.
We are excited to announce a new division at Ideasicle. And that is, Ideasicle: She. As the name indicates, Ideasicle: She will be solely focused on marketing ideas to women. To that end, we have recruited a team of Experts who are not just genius creative people and strategists, but are professionally potent in another way: deep expertise in female marketing. As many clients know too well, it's difficult to find women at the higher ranks of advertising creative departments. Well, imagine a whole team of them - the best of the best - pre-recruited and ready to think about your marketing problem.
The contrast with Trump and Hillary is great because the Johnson platform takes what many think is good about Democrats (socially liberal) and good about Republicans (fiscal discipline) and melds them together into one ticket. That alone may be enough to lure Millennials -- particularly the socially liberal part coupled with their general distaste for Clinton and Trump. But, as a marketer, I don't think ads like this one will be enough. There is a bigger opportunity here.
It's perhaps the most important project in Ideasicle's six year history, as this client's purpose is to counter violent extremism. It was a naming project and this client had outgrown their current name. I say "outgrown" because they were moving from an old model to a more flexible and innovative organization that will have a transatlantic presence. Our assignment was to rename this organization to better reflect its evolution.
It's the first of its kind to combine new media, communications, on-the-ground networks, cutting edge new research and high level policy advisory work, all countering violent extremism. It's an organization that will do what none other has: reach out to youth and compete proportionately against extremists trying to recruit. It's grassroots but focused on big ideas.
We wrote recently about our intention to develop vertical Ideasicle "panels" for brands to tap into in our, "Ideasicle As Ingredient," blog post. Today we launch our first such panel: Ideasicle Sport.
As the name indicates, this division of Ideasicle will be solely focused on sports-related marketing ideas. We have recruited a team of Experts who are not just genius creative people and strategists, but have an added superpower: deep expertise in sports marketing.