Posts Tagged ‘ marketing ’

A ‘New’ business concept

A ‘New’ Business concept
Start a new kind of business part agency / part incubator. Been toying with the idea of setting up what I can best describe as a commercial framework which would allow a whole bunch of folk to work together on creative and commercial projects. The notion comes with the reality that there are whole bunch of ‘famous’ digital, marketing and creatives who are for one reason or another considering their options or out in the open and but not particularly interested in jumping into something big.
I have said repeatedly over the years that I wanted to build ‘a next generation media neutral agency with strategy and creative at it’s core and the ability to deliver across all channels.’
I’ve also said repeatedly over the years that if you want to get there then you wouldn’t start from here (adland) and that it was most likely to evolve from something with digital DNA unafraid of appreciating the better disciplines of the old world.
Still kind of believe that, but had an thought the other day that the problem isn’t in the digital or the analog it’s in the term agency. The word agency has so much inertia attached to it that whatever your intentions are at the start you will at some point be subsumed by that very inertia you hoped to avoid.
It’s an interesting problem.
You want to create something which does great work and is in scaleable yet avoids it’s own history. Back in the day we talked alot about collectives , obsolete was in essence a collective pretending to be a company, as was antirom & tomato.
In fact, to be fair, I modelled obsolete in my somewhat naive notion of what tomato was at that point. It kind of works for short term projects but if you want to do anything long term the  lack of continuity is a problem – and a big one. That’s where structures come in or at very least frameworks! So basically what I’m thinking has structure but not necessarily walls, has  clients but is not an agency, creates businesses and manifests content.
  • pro – already got the network to do ‘it’
  • con – ‘it’ needs to be well and truly thought through

Switch industry – Games

Switch industry – games
  • pro – I know pretty much all aspects of the business already – varied experience might open doors
  • pro – love games
  • con – love games might get disillusioned
  • con – dunno which bit to go into, must ponder this

Start a dot com / create product

Start a dot com / create a product
  • pro – working on something longer term and product based appeals – no clients
  • pro – having helped develop quite a few over the years I know what to do
  • pro – got potential access to funding
  • pro – could do it for a few years and then flog it – well that’s the theory anyway
  • Con – it’s an awful lot of work from planning to funding – not sure I’ve got the energy to do that and enjoy my kids
  • con – am a little bit A.D.D – might get bored working on one thing
  • con – err… what’s the big idea exactly? Got a few but they all need fleshing out
  • con – whilst there ain’t necessarily clients there would no doubt be investors – dunno which is “worse” in terms of interference err input but I suspect the latter ( I do of course love all clients and potential investors ;-)

Start a new digital marketing agency

Start a new digital marketing agency i.e. Lateral 2.0
  • pro – well at least I know the pitfalls
  • pro – lots of great talent around due to the reccession
  • pro – many clients taking it all much more seriously ( finally )
  • pro – great opportunities to mash up the 1.0 world with the 2.0 and mobile world
  • pro – there is still great work to be done
  • con – the industry is rapidly becoming  commoditised and fragmented
  • con – extremely hard to define a broad enough proposition to cut through an already crowded market
  • con – pr, direct and ad worlds are ‘properly’ going for it now – even harder to get through to the clients
  • con – the practical concerns IE finding an office ,finding clients, finding staff, finding the cash to start it IE  helluva lotta work
  • con – do I *really* want to do it all again ? Starting from scratch ?

Non-Execs

Find some non-exec positions and help the next generation
  • pro – good for the soul,  like helping folk
  • pro – lots of folk out there I suspect could use the help
  • pro – a good way to feel part of something again
  • pro – would be able to work around the kids
  • con -hard to find paying one
  • con – could be frustrating if the directors don’t follow your advice
  • con – not stable
  • con – potentially annoying if you do all the work and somebody gets the reward

Consult

Consult

  • pro – enjoy it / short sharp projects
  • pro – I think I’m pretty good at it when given the opportunity.
  • pro – keeps you on your toes / sharp
  • pro – can work from home but still get  to go out to avoid going stir crazy
  • pro – pays well
  • pro – could do it from anywhere
  • pro – would provide a useful stop gap at least
  • con – hard to find work in a recession
  • con – would rely on the kindess of my network as I wouldn’t no where to start in terms of new business
  • con – not stable income

Write a book

Take some time off and write a (probably cynical) book about the ghettoisation of digital ( or something perkier)
  • pro – would be cathartic
  • pro – suspect I may have something interesting to say if I put my mind to it
  • pro – suspect it could be done in parallel with other options
  • pro – well connected to lots of folk in the publishing world so if I wanted to do it the ‘traditional’ way somebody might take it
  • con – hmmm guess I would have to come up with an outline / ideas ;-)
  • con – would probably be crap ;-)
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