Word: zag
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...When everyone zigs, you better learn to zag,” he added...
...agencies, after all, are supposed to be in the business of selling products invented by others. But BBH three years ago strayed from the path when it set up a subsidiary called Zag to create and market novel goods like the Ila Dusk. BBH calls Zag its brand-invention business - and it isn't the only ad shop selling its own branded products. New York City agency Anomaly produces Eos, a line of women's cosmetics; Miami-based Crispin Porter + Bogusky is the brains behind Twist cleaning products. And Brooklyn Brothers, with offices in New York City and London, produces...
...Zag CEO Neil Munn says the denizens of Madison Avenue and Soho aren't competing with clients, they're creating products that their market research indicated consumers wanted but couldn't buy. For example, Zag started Dogside, a line of high-fashion dog accessories (with Bella, the labradoodle of supermodel Elle MacPherson, enlisted as its face), because it determined there were no dominant brands in that sector. Some agencies began creating brands before the recession, but the trend has picked up steam as a severe ad slump has forced them to explore alternatives to the traditional fee-based business model...
...powerhouse." Munn says agencies can find success developing and promoting "high-concept, low-tech" products "where the role of the brand is a very, very important part of the overall offer." Agencies typically enlist partners to handle manufacturing, distribution and, sometimes, financing. To launch the Ila Dusk, for example, Zag teamed with Locca Tech, a U.K. security-products company. In some cases, agencies work with clients to create new products, eschewing fees in exchange for a piece of the action. London agency Erasmus and Coca-Cola jointly developed an energy drink called Relentless that is being rolled out globally...
...after World War II and for most of the past 25 years, but it can also accelerate a turn to the left, as it did in the early 1960s. Or the social discombobulations provoked by a given zig, as with the late '60s, can make the zag that follows more extreme; thus the long political period we've just been through...