PSFK Conference NYC (Part 6): New Idea Agencies
On April 2nd I attended the PSFK Conference NYC. I’m using this multi-post series to share some of the highlights.
PANEL: New Idea Agencies featuring Bart Haney (Fuse Project), Carl Johnson (Anomaly), Ben Malbon (BBH Labs), Robbie Vitrano (Trumpet)
This panel discussed Intellectual Property (IP) and it’s the one I was most excited about. They touched on the need to reassess the current agency business and compensation models.
Moderator Question: What Are The Current Challenges?
Carl: “The Ad industry is broken because it values crap ideas the same as good ideas.”
Moderator Question: How important is branding, when traditionally, it’s what an agency’s best at?
Carl: “You have to not care if you execute. The purpose is to make a business.”
“You have to understand media more than anything else.”
“You have to embrace collaboration.”
“You’re much more commercially aware…the retail environment is crucial.”
Robbie: “The ultimate integrity of the business (is most important).”
“The purest form of marketing is in product development.”
Moderator Question: How Do You Get Funding? What Are The Exit Strategies?
Robbie: We don’t want to own 100% – this ruins collaboration. “We’d rather own 10% of a big success than 100% of a failure.”
BREAK: Rethinking Recession
Sites to check out:
- MakerFaire.com
- NYCGarbage.com
- KrystalPersaud.wordpress.com
- Sylvia Earle’s TED Prize wish to protect our oceans | Video on TED.com.
LINKS:
Constant Beta – Highlights from the PSFK Conference 2009
iamtheweather.com – PSFK Conference NYC
Photos From PSFK Conference NYC 09
Gareth Kay – Looking Back at PSFK New York
If you enjoyed this post, feel free to comment or re-tweet it. Oh, and if you’re looking for a Junior Planner/Strategist in NYC (or know someone who is) -email me at DennisDemori [at] Gmail [dot] com.
