There's a New Agency in Town

Just not exactly in the traditional sense...

“It’s not crowd sourcing, it’s ‘expert sourcing’."

Will Burns, former EVP, Director of Business Development & Agency Innovation at Arnold Worldwide in Boston, has launched a new company that is combining the talents of a worldwide team of creative experts. The company is called “Ideasicle.”

The creative team assembled by Burns includes award-winning big guns from top agencies like creative director, David Baldwin (Lead Guitar at Baldwin& in Durham, N.C.) and Jed Alger (former creative director at Wieden & Kennedy).

Mr. Baldwin commented, "This is perfect for me because I love the purity of coming up with ideas and Baldwin& is one of the preferred partners for execution. It's a win/win for all of us."

“It’s not crowd sourcing, it’s ‘expert sourcing’. These are the best of the best, and I’ve worked with every one of them personally over the years at my old haunts, like Goodby Silverstein & Partners, Wieden & Kennedy, Arnold and Mullen. We all have a shared belief that all new revenue starts with an idea. And not just any idea, either.” said Mr. Burns.

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The ideas from the experts are captured using a proprietary technology platform that makes it incredibly easy for each expert to absorb the video briefing, post ideas in time-deferred ways from an iPhone, iPad or computer, and riff off each other, according to Mr. Burns.

To remain 100% unbiased in their ideation process, Ideasicle has divorced ideas from execution, leaving the execution of their ideas to existing client resources or to Ideasicle’s list of Preferred Partners. As such, Ideasicle’s focus is purely on developing innovative revenue-generating marketing ideas, while leaving the advertising to the advertising agencies.

“I don’t care if the idea we come up with is free to execute, as long as it’s great and it works,” added Mr. Burns.

Currently, Ideasicle is working with clients like AMD, F.X. Matt Brewing Company, McCarthy Mambro Bertino (MMB), US OpenAir and Sidebar Mobile. Ideasicle also produces the Ideasicle Podcast and Ideasicle Blog along with additional information at www.ideasicle.com.