Wieden + Kennedy Launches Ideas Incubator With Coca-Cola Backing
A new project from the ad kings pairs big brands with start-ups to create a collaborative and idea-generating environment.
Ad agency Wieden + Kennedy has re-debuted their previously existing space for start-ups, PIE, that began in their Portland office in 2009. The latest iteration is being backed by Coca-Cola, as well as Nike and Target and will help brands (and W+K clients) find unique ad innovative solutions to their advertising needs, and help to create truly cutting-edge campaigns.
In an interview with PSFK about the venture, Nick Barham, Global Director of W+K Tomorrow comments:
Up until now, it’s been a work space for start-ups. There was little connection to W+K or its clients. But seeing the energy and the ideas that have passed through got us thinking about ways to connect that spirit to the work we do for our clients. We wondered if PIE’s ability to curate technology and innovation, W+K’s connection to communication and popular culture, and some of the world’s great brands could combine to produce unexpected solutions.