Crispin Porter Bogusky is building a woodshed in the lobby of its Boulder headquarters. The woodshed will be a designated place to host important conversations.
Is it a podcast? Is it an incubator? Is it a plane?
It can be hard to say what grand designs exist in Alex Bogusky’s mind. Here’s the teaser:
We believe that everybody can harness the power of their own creativity to supercharge their lives. So our soon to be podcast is designed to take the mystery out of the creative process.
Many small brands can’t afford CPB and a meeting in the “barn” so we’re building a woodshed. The Woodshed is where small brands tell us their story, struggles and aspirations and we have 10 minutes to respond with ideas. Zero prep. Zero knowledge of what brand is on the show. Oh, and we’ll be testing ideas to find the most potent ones.
Do you know any awesome, fledgling brands you think should be on the show? Email [email protected]
“Hot live concepting,” Bogusky calls it. Woodshed customers will have just six minutes to express who they are, what they do and where their marketing challenges lie. The Crispinis will have no preparation time and just 10 minutes of thinking time before they come back with relevant ideas.
Q. With little to no knowledge of the business, their product or service or the audience, what kind of ideas might one expect to bubble up in these woodshop sessions?
A. Raw ideas that appeal to the gut.
At the end of the video above, the team discusses something called Gut+, the agency’s new methodology for testing ideas and bringing data into the equation. The winning ideas from the woodshed sessions will be logged and tested in the Gut+ system, so there’s a practical grounding of the wild ideas.
Break Things and Make Things
Why gather small businesses and pursue wild ideas with no monetary exchange?
I think one of the most creative agencies in the game today is searching for, and finding, news ways to stretch. Small businesses will provide an entire host of communications problems that veer from the run of the mill, big client problem/solution equation. Small businesses have small budgets, but they also may lack a fundamental understanding of how brands are built, and the role that communications play, which means there’s an educational component to this.
For the small firms that become Woodshed customers, this is an opening, a crack in the door where a strong glow illuminates dark areas. This is the agency that successfully told Domino’s to make a better pizza. That particular big idea may have saved Domino’s from irrelevance and possibly extinction.
What big ideas will be born in the Woodshed, tested in the Gut+ system and unleashed into the world? We’re about to learn.
PREVIOUSLY ON ADPULP: Make It Crisp, Keep It Crisp