Imagine that you are an advertising agency and that you’re approached by a client with a brief. Now imagine that you’re advertising agency is made up of a certain set of people with certain skills, and that these people cost you a certain amount of money regardless of what they produce. Now imagine what you’ll end up producing.
If you have any urge to survive, you’ll produce concepts and ideas that will make use of your production resources. It’s quite obvious really. The only problem is that these solutions might not be the best ones for your client just because they happen to suit your production capabilities. And that, is a problem for your client.
At our agency the philosophy for boosting our clients bottom line is to create conversation. And we mean conversation in its broadest sence including any type of information transaction. We describe ourselves as a social media agency because social media is the most effective infrastructure for conversation that the world has ever seen, and it is a natural strategic focus for us.
But this also means that our solution might be a new business model, a new e-trade solution, films, prints, rumors, stories, characters, events, or anything else that will create the right type of information exchange, and eventually inject energy into our clients bottom line. And in saying so, we are also saying that we can not staff up on specialized personal for certain tasks. We need to have strategic minds with great interest in psychology and business, and we then need an extraordinary network ranging from illustrators in Estonia to programmers in India. We need to have a fast moving network of open minded partners in Sweden for exchanging services and a thriving freelance community around us. More or less closely linked to us on a continous scale.
We also believe that audiences have to be involved in the production of communications, which I guess is true by definition when we’re talking about conversation in any form. One of many philosophers that we draw inspiration from for our thinking is Harvard professor Yochai Benkler. You can see one of his most inspiring talks here:
We call this way of doing business management by Fuzzy Edges, and we see this as the only way to go for our type of agency. It also means that we need an open and highly scalable web of communications tools around us to tie together this loose network making up the Fuzzy Edges of Verymuchlogo.
We only use gmail-adresses for this reason and other social media services like Flickr, YouTube or Facebook in a cloud formation, rather than a static website. We never work with local document files, but with links to central entities on Google’s servers or other centralized housing services where appropriate.
For this reason, Verymuchlogo can set up shop anywhere very quickly and use more or less any machine with an internet connection with basically identical workspaces as anywhere else. This Fuzzy Edges management method is us, walking the talk of what we want to do for you. Welcome aboard.
This blog is written by Walter Naeslund and has been around since 2007. The blog is about the journey of starting an advertising agency and a sneak peek behind the scenes of what goes on at the Honesty HQ in SoFo, Södermalm. It is also a blog about communication & technology. The blog has gathered almost a thousand posts over the years with several longer and shorter breaks. Welcome and enjoy.