The "open agency" or "agency as a community" is an interesting idea. The model is my vision of what social business is going to look like in the agency world. I've erased a lot of white boards, thrown multiple plans away and discussed this at great length with a team of advisers, colleagues and friends.
The model that surfaced? The Entrepreneurial Agency.
Most businesses (and agencies) originate from an entrepreneurship background. However, once these businesses hit a critical mass, key lessons learned during the leaner years fall away. This can be chalked up to human nature and the fact that the executives can probably enjoy a bathtub full of Benjamins ala Scrooge McDuck.
Ideas stagnate, concepts rot away, and political in-fighting eventually takes its toll. It doesn't help that the agency could be operating on a model that may be spinning around the drain of irrelevance (ie. static advertising).
How do you maintain that hunger, excitement and commitment to new ideas in an agency model? Create an agency made up entirely of entrepreneurs.
The model that I came up with is influenced by artist living/workspace models, worksifting, co-op space and crowdsourcing.
(Aware of how many buzzwords were in that sentence, but bear with me.)
The basic outline:
1. Find and acquire space for the agency (living and working preferably).
2. Partner with 10-15 highly talented entrepreneur types with their own companies. (Number can be flexible dependent on scaling).
3. Entrepreneurs split time between their own companies and the agency. This solves two key problems: It keeps entrepreneurs excited about the work that they are doing AND it allows them to have a steady income. (Assumed breakdown would be: 20 hours/20 hours. This should be flexible dependent on volume of work.)
4. Each entrepreneur works in the space for both their entrepreneurial endeavors and agency projects. This way innovation, new techniques and creativity can be crowdsourced and channeled directly into the agency.
5. Clients can come and have the "Skunk Works" experience of sitting with an agency made up of entrepreneurial minds to work specifically on their company. This would be beneficial from a content and creative standpoint.
6. The ability to create this kind of environment offsite could be made possible via Skype, IM and video chatting. Connecting the loose parts to the whole. (This also will extend the talent pool).
7. Selling points: Environment and truly open agency concept could be a boon for potential RFPs.
What's the benefit to an entrepreneur? The agency acts as a "super incubator" via funding, multiplication of the start-up via the agency's collective network, and an accelerated development cycle. Plus, the entrepreneur is paid for the work that they do at the agency.
What's the benefit to a brand? Access to entrepreneurial minds. An ability to understand and rapidly implement advanced technology. Partnership opportunities with various start ups.
The true potential of this model won't be known until it is officially implemented. The Lost Jacket™ could potentially use this model (and likely will). I decided to open up the model to criticism and feedback in the spirit of collaborative development and crowdsourcing.
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tagged as community agency, cooperative agency, entrepreneurial agency, marketing innovation, open agency, social media agency
