Goodstuph launches ‘newsjacking’ same-day creative division named ‘Jason’
Independent agency Goodstuph has launched a same-day delivery creative division aimed at rapidly executing social media campaigns in response to trending stories.
The new division, dubbed ‘Jason’ after the agency’s “beloved courier guy”, aims to churn out work based on ‘newsjacking-based ideas’ within hours for its roster of clients.
Made up of three people – copywriters Issa Mauricio and Kelly Koo, plus art director and illustrator Lee Sin Yee – the Jason division devote an hour a day to scanning the news and social media.
Ideas that stand out as a good opportunity for Goodstuph’s clients are then repackaged, sent to them and then published online if approved.
Explaining the concept behind Jason, Goodstuph founder Pat Law said: “To date, we have been producing “urgent creativity” ideas based on that day’s trending topic, on an organic basis. Until Jason came along, we have been rather reactionary and unstructured in the development of these ideas.
“The Joseph Schooling post. The banter with Circles.Life. The Otter post. The cute security officer at Changi Airport talent-spotted first by SGAG. Recognising the need for speed in social media, we decided to introduce a dedicated team proper, to focus on newsjacking-based ideas.”
She said the division will abide by three specific rules in order to ensure campaigns are “tasteful” and do not impact upon the agency’s daily work.
They are in full:
1. The idea must be relevant to the brand and the trend on hand. It must be tastefully done and it must be thoughtful. This is of the utmost importance to us. We’re not about to jump on the bandwagon and force a brand to fit into a trend, just because.
2. Ideas conceived must be able to be practical enough to be produced fast enough before the trend dies down. So no photoshoot, no key visual, no traditional we-need-four-weeks-for-production ideas. If we can’t do so, we’ll drop the idea. Quality matters.
3. This is an add-on service and not a change to the current way we work, for existing retainer clients. To put it blatantly, no, it does not hinder our current work because we do not take on “I need this yesterday” briefs to begin with.
Speaking about the name choice, Law added: “Jason is named after our beloved courier guy, which honestly, is a reflection of our “kampong” culture. I wish I have a more inspirational story for you, but I don’t. We simply love Jason in the same way we love our office auntie (whom we brought along with us to an awards show). We hope to be able to bring Jason to an awards show one day to collect an award in his name.”
Launched in 2010, the once-dubbed ‘bad ass’ agency had a busy year in 2017, and has already shown promising early signs in 2018.
The agency picked up the coveted social media account with Singtel last April and went on to expand its operation in Indonesia in September. Just recently, Goodstuph retained its account with Changi Airport.
To all those who want to crack trendjacking and timely social content, this is how you do it. You don’t do it by standing at the edge of the water and talking about it for ages. You do it by taking the plunge and dedicating a team and time to it.
ReplyHere’s to some cracker ideas!
ReplyGood on you for having a code too.
You’ve just confirmed with clients that it’s ok to disrespect how creative work is done. Yes, trend jacking is popular but the minute any agency ignores the work that’s required to do decent ideation and execution (clients will now expect “cheap, good, fast” now as the norm) this is when you’ve opened a pandora’s box of allowing clients to expect all creative work to be done the same way.
BTW who wants to be hired to spend an entire day thinking of quick solutions to trend jack and sell something to a client (the same client who isn’t going to pay money for something that has only taken an hour to do). You’re like the dude who can’t cut in the main agency, so let’s dump you in the cheap/fast/good division.
There are tons of high speed, “creative” turnaround agencies – you know what they’re called? Sweatshops.
ReplyIt’s just disrespectful to the people who actually care about the work they do and the process it takes to develop it.
You clearly haven’t read the article properly. Let me quote directly from the article to answer your points.
You: “BTW who wants to be hired to spend an entire day thinking of quick solutions to trend jack and sell something to a client”
Article: “the Jason division devote an hour a day to scanning the news and social media.”
You: “the minute any agency ignores the work that’s required to do decent ideation and execution…”
Article: “The idea must be relevant to the brand and the trend on hand. It must be tastefully done and it must be thoughtful. This is of the utmost importance to us. We’re not about to jump on the bandwagon and force a brand to fit into a trend, just because.”
You: “you’ve opened a pandora’s box of allowing clients to expect all creative work to be done the same way.”
ReplyArticle: “This is an add-on service and not a change to the current way we work, for existing retainer clients.”
“The same client who isn’t going to pay money for something that has only taken an hour to do.”
As a client I would pay you double if you came up with the right idea in an hour, vs. the right idea in 4 weeks time.
ReplyReally? Because I haven’t seen it happen. If so then manhours should be inversely costed. It’s idealistic to assume that clients would pay more for less time on a piece of work. This applies to any service, not just ads. Reality check due here.
ReplyI guess it depends on the level of client sophistication. Value here is clearly a more sophisticated client. Guess what? More clients are moving towards this new paradigm where they know that the old models of paying for more time are broken.
Replywas hoping this is satire.
more hogwash from a gimmicky agency thats just a one trick pony. and this nonsense concept of ‘newsjacking’ died about four years ago when every brand jumped on the bandwagon and beat it to death. but hey, anything for a PR story right? only going to make people take them less seriously than they already do.
ReplyRight. This is a gimmick. Let’s go back to the model of spending 4 weeks to create a hogwash strategic deck, a further 4 weeks to create a hogwash creative deck, a further 4 weeks to dilute everything by committee, a further 8 weeks to produce the whole thing, and of course, doing weeklong retreats for your management team and building that into your overheads, by which time, absolutely nothing from your original strategic deck can be detected in the final creative output.
Reply@giraffe
ReplyAll good points. But none to which “same day delivery” or “trend jacking” (urrghh) are the answer.
pls. it’s getting pathetic.
ReplyAm I giraffing you crazy?
ReplyGood one! Was thinking the same thing myself.
ReplyNot many people is this full of BS.
ReplyI’m not Pat. But I’m someone who has often been at loggerheads with old school advertising people because I’m eager to embrace progressive trends that are good for our clients, whereas old school advertising people are worried about what it means for their jobs.
ReplyK.
ReplyWhat a smug and self-serving observation by the giraffe who sounds more like an ostrich with head stuck in the sand of her bum…like the digital weirdos aren’t always obsessed with trying every trick to make it look as complicated as possible and claim only they have the answers.
These internet weirdos have taken everything that was good about solid advertising principles and turned it into some sort of generic mush like babyfood.
Take topical ads…now anyone with some pedigree and taste will tell you that all it takes to make one is connecting a news event, seemingly unrelated, to your brand in a shocking/funny/relevant way. Do they have people who can do that….for fucks sake, how do they make those connections? Big ? there.
Oreo’s ‘you can dunk in the dark’ campaign came from the stadium lights going off during the NBA finals. The thing that made this campaign happen was not creative genius or making connecting the event to the brand…it was the amazing relationship someone had with the Oreo client….that enabled one phonecall to set it all in motion and execute. A ONCE IN A LIFETIME EVENT DUE TO POSITIVE ALIGNMENT OF THE STARS! Pure delusion to think this can be replicated.
Topical ads work because there aren’t too many of them. Now these knuckleheads will try to make topical ads out of everything…resulting in people getting sick of them….thats what they do well…take everything thats good about ads and reduce them to the lowest common denominator.
Digital numbskulls have figured out who to address their messages to and when….thanks to data….but they haven’t got a fucking clue how to talk to people and what to say to them to persuade them.
Reply>>The thing that made this campaign happen was not creative genius or making connecting the event to the brand…it was the amazing relationship someone had with the Oreo client….that enabled one phonecall to set it all in motion and execute. A ONCE IN A LIFETIME EVENT DUE TO POSITIVE ALIGNMENT OF THE STARS! Pure delusion to think this can be replicated.
This is absolutely not what happened. What happened was that Oreo and 360i had a war room during the super bowl in which a creative team (copywriter and art director) and a client were together in that war room and the idea was approved immediately once it was conceived, because the client was sitting right next to the creative team. This can be (and has been, and will be) replicated by other client-agency teams.
>>Digital numbskulls have figured out who to address their messages to and when….thanks to data….but they haven’t got a fucking clue how to talk to people and what to say to them to persuade them.
You mean you know how to talk to people and what to say to them to persuade them? If so, you’d have understood that people aren’t persuaded by traditional ads any more.
By the way, stop assuming my gender by referring to me as “her”. I’m a man by the way.
ReplyLet’s see.
You cannot capitalise on anything remotely connected to the Singapore government or its related agencies coz no client wants to get on its bad books. Even sucking up will be deemed poor form.
You will be too slow to react to trending news globally coz most of it would hardly be relevant here and even when it is, you will be are up against celebrities who support it or throw shade at it instantly (which makes news) not to mention the many clever and creative social media posts worldwide that will trump your ‘quick’ post. A little like how Pat Law did the Ice Bucket Challenge when everyone had stopped bothering.
You will be one of the many, many me-toos when you post congrats or sympathy messages to triumphant moments in history (SB win by Eagles) or tragedies (Paris bombing). And you don’t have the creative gravitas to stand out. Less so without a key visual.
Which means, you will be left with entertainment news and gossip to convert into ‘urgent creativity’ that is ‘on brand’ and even then, you’d be up against smart cookies like Mothership or SGAG, the class clowns who get the biggest cheap laughs.
Sounds like a plan indeed.
ReplyTest brief: A mid range jap car company.
Event: MRT floods again or Trump gets impeached.
You have one hour from 3pm.
Go!!!!
ReplyThe article has already answered you: “The idea must be relevant to the brand and the trend on hand. It must be tastefully done and it must be thoughtful. This is of the utmost importance to us. We’re not about to jump on the bandwagon and force a brand to fit into a trend, just because.”
ReplyMy dear, it usually takes me more than three weeks to prepare a good impromptu speech, and I am an acknowledged genius. How will you be relevant, tasteful (eurgh!) and thoughtful in just one hour?
ReplyWatch a case study of The Blackout Tweet by Oreo. Conceived and executed in 20 minutes.
ReplyPray tell, Madam. What is this golden form of which you speak?
ReplyThis is the second time I’m having to tell someone in this very thread that I’m a man.
ReplyWhat we used to call ‘topical ads’ back in the day…
ReplyMore posing from the digital posers brigade…like it takes some kind of special skill to do a topical ad, apart from being aware of the current news.
ReplyI used to admire Pat and her gang. It cannot be easy to run your own shop and do it well. With the launch of this, she’s bitten the hand that feeds her. [Edited under Mumbrella’s community standards] It is a sad day for the industry and it is simply declasse. A real shame indeed.
ReplySo this isn’t a gimmick, but:
Name the offering after the delivery guy
Copy the fed ex logo
Add on the indecipherable ‘expless’
Sad to see an agency in such a hurry to reach the bottom
ReplyPat was just calling MOF lame just 1 week ago on the influencer saga. Shes nowhere better.
ReplyAll the examples of trendjacking (makes me wanna vomit listening to these stupid terms) provided…schooling, cute guard, circles banter….compketely hamfisted and amateur attempts at trying to be cool on social media.
The headings on the schooling banner don’t even make sense….flight: 2016??? Terminal: Gold??? wtf is that?
ReplyI say let their work speak for itself. It’s interesting that no work actual work created by the agency or Jason ( other than the utterly passé Joseph Schooling post and barely passable otter post) was featured in the article. I call bullshit on this initiative that btw, all media outlets, content creators and other agencies have been doing since the start of time. At the core of it, if the creative idea doesn’t have integrity, all that the agency is churning out is some attention-seeking once off content; hardly what actual creative agencies would see as competition. The BBHs and Ogilvys of the world can breathe easy.
Replyjust need to see 1 actual work done by Jason Expless to pass the verdict here!
haha
ReplyHave your say