New Agency Format: The happycorp In Brand Week

Another PSFK Conference presenter has hit the press - this time it’s Doug Jaeger who is featured on the cover of a Brand Week as a Marketer Of The Next Generation:

“We don’t say, ‘We’re a marketing agency,’ ” Jaeger insisted. But basically, it’s a marketing agency wrapped in a social experiment shrouded in an excuse to party, or vice-versa. Or, something like that.

By staging monthly NYC happenings that are part flash mob, part art experiment, part Fight Club, the- happycorp is designed to “do good by helping companies market better through the use of community-building techniques,” said Jaeger. Brands ride along as presenters of the fun. The events, which are thrown and publicized by his club/blog/quarterly print magazine arm, LVHRD (that’s “live hard”), utilize “fashion, art, architecture, speed to get people together in a landscape where a competition can occur.”

…“Brands need to make their messages active con- tent,” he said. “They need to stop having taglines and start talking to people [and] providing content they care about. If you appear as an advertiser, you are not going to get consumers to consume.

More: thehappycorp.com » Blog Archive » thehappycorp leads the next generation

Related PSFK Article

Video: Doug Jaeger Presentation At The PSFK Conference NYC

LVHRD