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