At KBS+, we pursue that better model by embracing the power of invention and prototyping. "Firsts," we believe, garner a level of attention that incremental ideas just cannot match.
As part of our inventor culture, we are always exploring, tinkering, and making. If we can prototype our more inventive ideas for our client partners, we can eliminate some of the risk of creating something groundbreaking. We can go beyond an idea on paper to actually demonstrate our intent, and test whether consumers like it.
This has led to two major outcomes: We are selling through bigger and bolder firsts to our client partners. And, we are able to reduce the unknown of creating a first for an individual client.
By time-shifting the execution phase of a concept and prototyping it during ideation, we’ve altered how our client partners experience our ideas. That might mean we can help them with new product development, but it’s also about testing content, or a new process, faster than we’d have done in the past.
Reducing the amount that clients have to imagine and replacing that with something they can experience has a huge effect. Client partners can feel more confident in their decision-making and agencies can take bigger swings because we can show them our big idea, not just talk about it.
Another outcome of our approach has been lab creations. As we were building another invention, we stumbled on a new type of camera rig that allows us to capture 360-degree content using a robotic arm.
We created a quick in-house video demonstrating how it functions and already two of our clients have plans to use the rig. They green-lit the programs because of the reduced and shared development costs, reduced feasibility concerns, and quicker time to market.
We won’t replace our clients’ R&D units, but our aim is to create things of value. That requires an inventor mindset. Thinking this way has changed our culture and creative output, who we hire, and it can also positively impact our agency business model.
Ed Brojerdi is president and co-chief creative officer at KBS+.