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. 


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