Porky’s new venture
A new-style creative consultancy to open its doors
LOWE BULL’S RENOWNED creative director in Cape Town – Porky Hefer – is opening a new venture: a creative ideas consultancy that he’s called Animal Farm. But unlike most agencies, intermediaries such as client service executives will be banned.
“The traditional agency structure is wasteful and repetitive, duplicating a lot of the process,” Hefer says. “The client briefs his brand manager, who briefs the client services executive, who briefs the creatives. The same convoluted process is followed in reverse when the creative solution is delivered back to the client.
“A key difference is that we won’t have client service people. That’s where the arguments happen. Our creative people will interface directly with the client, using the client’s structure instead of our client service department.
“Instead of having a big agency with major overheads, I’d work directly with the production houses, artists, illustrators and photographers. They’ll be involved in the creative process from the start – so there’s buy-in.”
In a nutshell, Animal Farm is a creative collaborative, a meeting of unlike minds and diverse opinions that aim, between them, to solve business challenges in a non-traditional manner.
“It’s not an advertising agency and it won’t have traditional advertising teams on its books. That would only generate tradi- tional ideas. We’ll source a variety of creative thinkers, such as illustrators, engineers, economists, directors, web designers, product designers, architects, editors – whatever it takes to solve a client’s problem.”
Hefer believes that the current business paradigm is stifling creative thought. “The primary aim of Animal Farm is to bring creativity back into business, to give original thinking the respect it deserves and to help place a value on real ideas.”
He also believes that creativity is not, and should not be, the sole preserve of the creative professions. He adds that the Farm, in addition to tackling branding and communication challenges, will also tackle organisational problems. Often, a client’s problem exists within its own organisation. That can be tackled in a creative way.”
Animal Farm will work on a project-byproject basis, much as production companies do. It won’t operate in competition with advertising agencies but rather seek to collaborate with them.
Animal Farm opens for business in June. Founding clients include Lowe Bull, which is a minority shareholder and has funded the venture, and Lowe Worldwide.