Platform
At SXSWa few months ago, Alex Bogusky from Crispin Porter+Bogusky delivered a speech about a bike share project his agency is involved in called B-Cycle. According to the research, 462 millions gallons of gas can be saved each year if Americans increased bike usage from 1% to 1.5%. Basically, the program aims to change the behavior or habits of individuals to create good. Sounds like a project for the pragmatic and inquisitive minds of a design consultancy, not for an ad agency known for it’s creepy Burger King commercials.
During the Q&A a member of the audience asked, “Is CP+B trying to be the next IDEO?” Alex responded by proposing, “Maybe IDEO will become an ad agency?”
This brings me to an interesting side project from Wieden+Kennedy London. W+K produces several of my favorite blogs one of them being welcome to optimism. Scrolling through this morning I noticed a new endeavor called Platform.
Platform is described as, “a future creative talent platform, which will hire, teach and work with a diverse mix of people, from around the world. We will recruit talent from the arts, sciences and technology backgrounds who will work together to solve business problems through creative solutions. You will learn by doing which means being involved in everything from building prototypes, enabling and assisting in research development to curating your very own event space and programme.”
Now this is really interesting. It looks as though W+K is looking to create a collaborative group that will use design thinking principles to solve various projects on a global scale.
What does this mean? I’m not sure. But in regards to the statement made by Mr. Bogusky, my bet is that ad agencies will be changing their model much sooner than design consultancies.
This sounds like an incredible project to be a part of and I’m undecided, as of now, whether or not I will go through with the application process. I do, however, have to tip my hat to creative minds at W+K for seeking individuals with diverse backgrounds and world views. With all the uncertainty in today’s economy (particularly in advertising) it will the companies not afraid to take a risk that will deliver the unique solutions the world needs. I look forward to seeing how this project evolves.
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