An agency is an agency is an agency, right? Not in today’s world. The companies thriving in today’s industry are those who think outside the box, while playing to the strengths of their teams. Some are branching into new territory like record labels (Boxing Clever); others are creating highly unique positions like the Maker (Red Tettemer); and many are just expanding their capabilities by taking services in-house and offering clients more than others.
That’s what TRIS3CT is doing with Jerry Rig, an integrated production studio that specializes in the development and distribution of branded content. Billed as “Production Reframed,” Jerry Rig breaks away from the traditional production and post-house model to deliver an integrated team and process that empowers the content they help to create. As their site states, “rather than tell your story to the most people, we’ll tell it to those who are actually listening.” I think that’s a vital distinction, especially in our multi-screen, always-on culture. It's hard to grab someone's attention, when you're always competing for it.
I haven’t had much of an opportunity to work with anyone on the Jerry Rig team, but I absolutely love their approach—Instead of interrupting consumer behavior, we’ll ensure your content enables it. I mean, that sentence alone says an awful lot. I don’t think everyone will agree with it, but as consumer ourselves, no one should ever argue its effectiveness.
In all honesty, these are the things I get really excited about as I continue across the country. I find it extremely motivating and inspiring to find agencies that are doing things differently. Whether it’s adding services to create a more rounded experience for clients or branching into new industries for the sheer love of it—these are the places making waves across our industry and changing things for the better. To me, it sounds like a pretty straightforward concept—adapt and lead. Yet, you'd be surprised how many people out there don't get it. Just because something isn't broke, doesn't mean you can't make it better.