New-look ideas shop
HAVING MASTERED the art of creating demand for clients’ products, The Jupiter Drawing Room Cape Town noticed a gap in the traditional advertising offering: agencies specialise in idea generation, yet their clients rely on research and development departments to come up with new product ideas. But R&D’s core focus is technical innovation, not consumer insight.
So Jupiter has set up an intellectual-property development company called Mogul that specialises in the conception, design, patenting, trade marking, positioning and implementation of products of all kinds. And it will do it both independently, and for existing Jupiter clients.
“The concept of Mogul may seem complicated, yet the service offering is quite simple: provide innovative new products that excite markets, increase profitability and reinforce brand values simultaneously,” says Jupiter Cape Town MD Kevan Aspoas.
“There’s vast scope for developing new products once you understand a brand and its strategic intention. We won’t, however, venture into certain fields – like software or electronics.”
Several ideas have already been bought by retailers and manufacturers and are being developed for the market, but are still surrounded by secrecy. Examples that can be mentioned are a five-litre tub of ice cream divided like an ice tray into portions – useful to mothers of young children as well as to caterers. Another is a fun idea to re-package liquorice all-sorts to look like sushi.
“Mogul has a different way of looking at ideas – they are intellectual property and hold value in a court of the law. Ideas are what we sell,” says Kathi Jones, an award-winning commercials producer now heading up the Mogul team. “We’re already developing products for clients across the board – pharmaceutical, confectionery, homewares and entertainment.”
Adds Aspoas: “We aim to provide clients with product ideas based on simple insights – that will perform in the marketplace. Many people ask if we’re just another advertising agency and to sum it up, Mogul does everything that comes before the advertising.”