New-look ideas shop

Finweek English Edition - - Advertising & marketing -

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.”

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