To Cook A Pizza, You Need An Oven

Deutsch LA is “conceiving and developing digital products at an affordable cost” under its newly hatched Invenionist label.

According to Adweek, Winston Binch, the agency’s chief digital officer, says, “We think great advertising can do a whole lot for a brand, but remarkable products are the best ads.”

“Sometimes we feel like the best way to solve business problems that is through ancillary products or services,” Binch adds.

For as little as $10,000 the Invenionist team will spend five days creating product ideas for clients. Prototypes will take 45 days and products will be delivered in six months.

Regarding the inspiration for the move, Binch says, “I talk about Nike ad nauseam. I’m just really inspired by what they’ve done in the sense that they’ve lowered their traditional media spend by 40 percent over the past three-plus years. They’re investing more in content and really more in product as marketing. Look at Fuelband and Nike+ and so on.”

In related news, Razorfish has opened a digital “lab space” in Atlanta—dubbed the Emerging Experiences Practice—and will roll it out to San Francisco later this year. The lab will help the agency pitch new, tech-heavy ideas to retail clients while also serving as a research-and-development wings for Razorfish.



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.