Not The Denver Omelet

In an article on alternative agency compensation models, Adweek introduces me to another strangely-named Los Angeles agency.

Omelet in Los Angeles is aiming for an even split between traditional client and agency ventures within the next five years, said Mark Vega, founder and partner, and a former intellectual property and entertainment lawyer. The ratio is currently 80 percent client work versus 20 percent in-house projects. Vega said some of Omelet’s innovations have been in changing contract language with clients such as Heineken and Microsoft to stipulate that even if Omelet is paid by a client to pitch, the agency owns the ideas as its intellectual property.
Founded in 2004, the agency owns Facebook applications, code, infrastructure for social networking sites, a handful of scripts and story ideas, and an interest in an unspecified “wellness” company. But Vega said the next frontier is creating original content for licensing. He foresees an explosion of small Web sites willing to pay $1,000 to $5,000 to license original content the agency is keen to provide.

According to their website, Omelet is helping to redefine how brands and entertainment co-exist.
p.s. First there was Kowloon Wholesale Seafood Co., then 86 the Onions. Now Omelet. Is LA hungry, or what?

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.