Porky’s new ven­ture

A new-style creative con­sul­tancy to open its doors

Finweek English Edition - - Advertising & marketing - BY TONY KOEN­DER­MAN tonyk@fin­week.co.za

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.

Porky He­fer

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