With agency models in the marketing world in a state of flux, opportunity is ripe for new, more nimble and potentially more innovative agencies to arise. One such agency is GeniusRocket, a small and creative firm focused on video production that brings together the best of traditional advertising with modern crowdsourcing ideas.
GeniusRocket has developed a crowdsourcing model that enables companies to source ideas from a hand-picked and vetted community of creative and video production professionals. Collaboratively, GeniusRocket works with clients to ensure that content produced fits clearly with the client’s vision and strategy while still providing the security, privacy and control associated with more traditional agency models.
Earlier this week I had the opportunity to ask a few questions to Peter LaMotte, the President of GeniusRocket.
Q: What do you feel are the most notable benefits for clients of GeniusRocket’s unique agency model?
A: I think it has to do with comparison to what else is out there. The paths that have always been there have been “go local”, meaning essentially freelance – like a local guy or someone you might know – or go to an agency for the creative space. What crowdsourcing has done, through its evolution, is provide a third alternative. By using GeniusRocket, clients get the benefits of privacy, creative oversight and direction, and quality that an agency delivers as well as the speed, choice and the affordability of your traditional crowdsourcing paths. So, it’s meant to be the best of both worlds. We feel we’re the best approach out there for creating video content for a brand that really isn’t interested in just sophomoric humour or some of the stuff that tends to come out of contests. When you say “hey, $5,000 to the best video” and anyone can submit ideas, you tend to get a lot of college humour, a lot of students participating. When people are truly looking for agency level production, and quality of ideas, GeniusRocket delivers that through our crowdsourcing model.
Q: Often times with more traditional agencies, you’ll have the same creatives dedicated to a client account over an extended period of time. Is that possible through your model?
Yes, it is. Traditionally in an ad agency there is a small team dedicated to an account – and when a brand goes to the agency, you will typically get variations of the same idea. Someone will pitch idea A, and someone will come up and say “that’s great but what if we do this”, and all of a sudden you have ten ideas but it’s really A, AB, AC, AD. Someone else may come up with something new, but it usually ends up being B, BC, BD, again variations of the same idea. Whereas what the the crowd delivers through crowdsourcing and GeniusRocket’s curated process, leveraging established relationships with professionals, is a diverse range of creative and production choices. As a result of our relationship with the creatives, if a client comes back to us and says “I loved working with that team”, then we’ll make sure the same team either participates in another crowdsourcing initiative with the client or works directly with the client. Now where we see that happening more is actually in the production side, so what people will say is “gosh, I love the fact that we got 25 original professional ideas from you”, and “I love the fact that I used that production company, is there anyway going forward we can continue to work with that production company?”. We do that a lot, for one of our biggest clients we’ve done six national TV spots with them across three different projects, four of them done with same production company.
Q: How do you envision agency models evolving over the next number of years? Are you seeing other agencies coming in, with models that are similar to yours?
A: The trouble with large agencies trying to adapt to this changing environment, and yes they do have to adapt, is that they’re going to have a tough time shaving off excess baggage that they have to make themselves more nimble. It’s not that they’re not going to do it, its just going to be difficult for them and they’re really going to turn to maybe more virtual teams than they have in the past and learn a lot from what is working at companies like GeniusRocket and Victors and Spoils from a more traditional approach. I believe you’ll see some disappear, more will acquire companies like ours to give them that agility
For a post on another innovative crowdsourcing firm in the ad industry, read my interview with Ignacio Oreamuno from Giant Hydra.