The new branch joins the worldwide network, which includes offices in New York, London, Tokyo, Istanbul and Amsterdam, where the agency was founded in 2006. Its success and point of difference is based on a shift in approach to agency structure, which itself is informed by a mindset of ‘collaborative creativity'.
“This translates into an agency model which has no departments. Instead, it is resourced with 'work teams' made up of the best people to do the job, the client and a few unexpected people,” explains Wren. “A team might include an architect, a merchandiser or a trends forecaster - people who can add lateral insights into the creative process and ensure the ensuing collateral is strategically inspired.”
Teams collaborate in an open and equal environment to find the best solution. The belief is that the power of a team is more than the power of one or two brilliant people.
“The creative solutions that we propose are always the most honest solution and not based on the discipline skill set, which agencies offer as we're truly integrated in all media disciplines. The array of skill that it possesses in-house, allows us to produce about 99% of the work we develop internally. This aids in improving outcome, quality, efficiency and turn-around times,” states Wren.
Over the last few years, its unique approach to collaborative creativity saw the agency winning two Cannes Lions, two Eurobest, one Effie, 1 Mercur Marketing award, 2 ADCN awards, 1 AD&D and a Gold Medal at the NY Festival.
Comments Wren, “To be truly integrated, we have to challenge traditional agency structures. It is just not about sitting together in teams, it is about creating conversations about the work. Great ideas come from brilliant people. Brilliant ideas come from conversation.”
Van den Heerik adds, “The current agency model has existed for over 150 years. With the immense changes that have happened in our professional landscape, I do not believe that the commonly used organisational structure is in the best interest of the client. Looking at work methods used overseas I believe that the agency, which has been pioneering the new work method within advertising since 2006, has found the perfect mix in collaboration between all parties involved to get the best and most honest marketing mix.”
“We have been really impressed by the energy and creative buzz being produced in South Africa,” said Beekman. “Our Cape Town office will have the support of our network, but we also want to learn from the creative talent in South Africa.”
For more, go to www.60layersofcake.co.za, www.60layersofcake.com and follow @60Capetown and @60layersofcake on Twitter.
