HYPERCATALECTA

Insightful research by Jasmine Cheng (www.twitter.com/min_o).

Jung von Matt Stockholm, the agency where I work, started out in 2006 and was thus a fully-integrated analogue and digital creative shop from start. Being ’idea neutral’ isn’t really enough these days as clients demand more for less – more creativity and more accountability for less money and less time. Since real compensation levels hasn’t increased in the last decade and the shelf-life of innovative agency ”products” is constantly decreasing, we have been looking inwards.

What if the way we (and most agencies) work, the ”production function” of the agency is what needs to be changed (rather than the product, which is evolving anyway)?

For the last months we have been challenging and rethinking exactly this by asking ourselves:

- Does it really take weeks to formulate a proper strategy and create good ideas?
- Can we create an end-solution that’s even better (more creative and more strategically robust – i.e. quality) in a fraction of the time?
- Can we work in a fashion where planning and creation are iterative processes rather than linear?
- Can we be more dynamic in bringing in specialist competencies?
- Can we challenge the traditional art director + copywriter setup?

We believe that the key to answering these questions lies in the managing of chaos by pragmatically embracing it, not by controlling it. We have been looking at the emergency room and how patients are treated: always through a systematic, multidisciplinary and super-decisive step-by-step process.

It’s not really rocket science, but coping with modern-day communication challengs requires a new set of principles and mindset to what and why we’re actually doing with whom – from start to finish.

We don’t have the full answer yet, but as a first important step we have started organising projects like Creative Taskforces rather than rigid teams, with implications for both internal organisation and client relationships. Keywords: systematic, decisive, nonlinear, multidisciplinary, fast…

Whatcha think?

via http://trashradar.tumblr.com - Tnx, Thorsten!