Marketing Store launches creative innovation hub Est.

mark_watsonThe Marketing Store is launching an offshoot of its creative department, dubbed The Marketing Store Est., designed as an innovation hub to work as a separate entity without traditional agency layers and processes.
Based in Shoreditch, away from the main agency, Est. will be loosely connected to The Marketing Store network and work on briefs across the agency’s portfolio of global clients including McDonald’s, T-Mobile, Adidas, and Nissan, as well as exploring new business opportunities.
In recent years The Marketing Store has been transforming its creative offering to include concept, film and animation, social, creative technology, brand design and games design. Est. will bring these disciplines together in a smaller, agile environment, in a move to deliver what the agency describes as “bigger, better ideas while instigating new creative philosophies and processes”.
Est. will also house Culture Labs, The Marketing Store’s proprietary co-creation and insights platform, which, over the past 18 months has been the driving force behind its work for Adidas.
The offshoot will have a core team of 10, made up of new and existing concept teams, supplemented by a wider group who will be rotated in and out to fulfil briefs and answer challenges as and when needed.
The Marketing Store managing director Mark Watson said: “Consumers expect brands to innovate and rise to their demands in real-time. As an engagement agency our role is to help our clients navigate this consumer-centric world, whether that translates into retail, digital, social, CRM or experiential.
“As our clients adapt to this new reality, it’s clear that lengthy creative development times no longer work. The consumer-driven market simply moves on, and our clients are left behind.
“This also applies to us, the agency. If we are to deliver meaningful, game-changing ideas for our clients we need look hard at how we do things, disrupt our traditional ways of working and reconfigure so that we can approach the task better and faster. We have created Est. to do just that, in a world where disruption is the only constant.
“Est. allows us to literally and metaphorically move some of our creative firepower out of the day-to-day processes of agency life and focus purely on the most important thing – the idea.”

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