It’s Co: — Gotta Keep The Colon In There

I suppose it’s a little unusual to be breaking out the story late on a Thursday night for a Friday rollout, but The New York Times reports on the latest venture from former JWT execs Ty Montague and Rosemarie Ryan.

Mr. Montague and Ms. Ryan, whose titles at Co: are co-founders, described the agency as a “brand studio,” likening it to a movie studio that provides money and infrastructure to a continually changing lineup of actors, writers, directors and producers.
At Co:, “teams are formed around individual client needs,” Mr. Montague said, “and when the needs are satisfied, the teams are dispersed.”
To form those teams, Co: will draw from a list of “co-conspirators” — 40 agencies, consultancies and firms that specialize in tasks like media services, digital and interactive marketing, public relations, social media, design, brand identity, event marketing, technology, ideation and gaming.
“It’s forming relationships with specialist experts,” Mr. Montague said, or, he added, laughing, “coalitions of the willing.”

We’ve seen the last few years bring about a whole bunch of new startup firms in the ad world, both high-profile and under the radar. Lots of eyes will be on this one. And though the name has a colon, the website is cocollective.com.

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.