Interview with Jon Paley, DCODE

A few years ago, there was an article about how the future of agencies would be based upon the film production company model—small teams that create larger teams to accomplish projects. When we heard about the ad-agency venture created by Curious Pictures called DCODE, we thought we’d talk to head honcho Jon Paley to see how a film production-related agency could be different, and how it could work even better.

Hello Jon. There’s a lot of agencies that are saying that they’re creating a new model. What makes DCODE different?

We’re doing it, every day with people like ABC sports. At our core we’re strategic and then we tap into this world of creative thinkers. At the same time, we can do all the work from this base here at 440 Lafayette.

So how is DCODE set up?

We have an internal group of brains that taps into the world of conceptual thinkers; these talents help us conceptualize and develop advertising, brand entertainment, long format and so on.

Do you use your parent company, Curious Pictures?

Sometimes. Curious is very much our secret weapon—not only is it a top animation and visual effects company, it also has tremendous design capabilities, and not just for the moving image. But we don’t have to use them. We go outside and inside—whatever is right for the client.

With that relationship, you sound quite unique.

I don’t know anybody doing it as successfully and for as long. A traditional agency could throw a lot of money at it and get close. However, they’re set up to use the people who work there internally, that’s about it.

How did you get to develop such a network?

From my time at Ogilvy, Cliff Freeman, Voyeur Films and Shots Magazine. I spent my career getting to know who’s talented. So when a project comes up for Starwood or The History Channel or ESPN or Tyco, we can put a number of individually-tailored teams to work on the brief.

And so what does DCODE deliver?

Advertising, brand strategic development, branded entertainment.

You’re an ad agency then?

I’m not afraid of that term at all. Many people who call us say they need an ad agency. We take on clients depending on what they require, not how our structure dictates. When you go to a traditional agency, it’s really like going out for dinner on Valentines Day—you have this Prix Fix menu and that’s what you get.

Can they change?

It will be an uphill battle, because of how they’re built and who built them.

Thank you.

DCODE