Brands Who Became Agencies: Decon Creative Group
PSFK talks to brands who have started creative agencies. This week, we look at Decon Media.
With so many advertising agencies out to prove their thinking can work outside the protective environs of their ivory tower, we've seen an influx of brands hit the market that are not only the brainchild of agencies, but funded in part or whole by them as well. The case studies are well documented, and some of the people behind this movement even took part in our last PSFK Conference New York in 2009.
This phenomenon got me thinking about the inverse scenario. What about brands that start services agencies? I've been fortunate enough to work with some such agencies and have always found their perspective to be grounded in, well, reality. While their counterparts seem to be starting brands to justify their existence, it seems like most agencies that are born out of brands come into existence either because of the need for a creative outlet or a happy diversification accident through some sort of organic impetus, whether it be a request from a “client” or simply a need for new revenue streams.