Creativity As Currency: Transforming Agency Talent Into New Revenue Streams
More creative juice, please.
I talk to advertising agency execs all the time. It’s tough out there. They’re facing a dual challenge: staying creatively competitive while also finding new revenue streams to sustain and grow their businesses. We are developing a new form factor for Ideasicle X that will not only improve an agency’s creative output, in general, it will help optimize existing creative resources while generating new revenue streams.
Ideasicle X “idea portal”
Currently, any agency can subscribe to Ideasicle X and have a fully functioning, virtual idea generation tool. And many agencies do, utilizing it to jump start a pitch with a flurry of ideas, say. But it’s still an outside resource designed to provide easy access to our pre-vetted Ideasicle Experts. We’re now taking the concept a step further by integrating the technology as an “ingredient” directly into the agency’s network, and it will open up opportunities for new revenue.
Here's how it works:
White label Ideasicle X for a branded virtual experience: By white labeling Ideasicle X, agencies can customize the platform with their own branding, seamlessly integrating it into their existing workflow and client offerings. The only evidence of Ideasicle X will be as an ingredient, “powered by Ideasicle X.”
Same number of delicious lemons, more juice: Unlike a subscription, agencies will be able to upload their entire roster of agency talent into their Ideasicle X platform, visible only to their assigned agency users. This means any account team in the agency who needs ideas can tap into this pool of virtual resources across the agency and recruit teams of four for their projects. Employees can accept or reject any job, which means that individuals within the agency who have capacity at any given moment can be fully utilized, maximizing productivity and output without the need for additional hiring/freelance. Plus it’s fun for employees to work on projects on other accounts from time to time, so it’s good for morale and professional growth. In short, the agency gets the most out of their existing employees at all times and your teams get more ideas, more quickly than ever.
New revenue streams: Perhaps most importantly, agencies can monetize their talent by offering their services to external prospects and clients through the platform. No longer does a prospect have to hire the entire agency, they can simply hire a team of four for an idea project. By "selling" their virtual teams for pure idea projects, agencies can make more money while giving prospects a “taste” of their creativity and expertise. Seriously, agencies could sell idea projects with agency talent right from their websites. Even target new verticals beyond marketing. What the agency charges for that access is entirely up to them. Imagine a startup being able to recruit 4 choice talents from BBDO for a tagline project. Changes everything.
proactive ideas for clients.
Think of it this way, and more practically. Sometimes clients just want a bunch of ideas quickly for something minor - names for a new feature, theme lines for a trade show, a promotional hook for an upcoming retail drive period. But the agency doesn’t typically do “a bunch of ideas quickly,” nor should it when it comes to the bigger, more important campaign-like ideas. Well, now you’ve got a virtual way to provide fast, great ideas in a disciplined, productive, profitable, and branded way. Even proactive, business building ideas can be generated in this way. Clients won’t see it coming.
The platform is flexible, so agencies could field the requests from clients and manage the process internally using Ideasicle X, or they could provide seats to their clients so clients can run the projects themselves and invite only the agency’s pre-loaded talent. Again, charge what you will for this convenience and access. This model not only enhances the agency's value proposition with clients but also strengthens client relationships by providing fast ideas for certain kinds of projects.
If you're interested in exploring how Ideasicle X can expand your agency's creative capacity and boost your bottom line, we'd love to discuss the possibilities.
Will Burns is the Founder & CEO of the revolutionary virtual-idea-generating company, Ideasicle X. He’s an advertising veteran from such agencies as Wieden & Kennedy, Goodby Silverstein, Arnold Worldwide, and Mullen. He was a Forbes Contributor for nine years writing about creativity in modern branding. Sign up for the Ideasicle Newsletter and never miss a post like this.