Prototyping organizational strategies while generating innovative marketing ideas
Co-creative think tank in New Orleans (IPGMediaBrands)
Radical Experiments in Creative Process
CHALLENGE: Develop a working model for an innovation incubator designed to invigorate the marketing and advertising industry with unique perspectives and revolutionary ideas.
PROCESS & APPROACH: Structured as a non-hierarchical experimental ‘idea factory,’ GumboLive was created with the belief that the best ideas emerge from interaction and collaboration between people of diverse perspectives (who are not governed by limiting beliefs acquired while working in advertising). Operating as an minimum viable organization producing intellectual capital, we solved briefs and hosted workshops for IPG’s vast network of agencies. Engaging the endlessly inspiring environment of New Orleans in our work, the city taught us that the most powerful sense of belonging emerges from a culture of celebration, organic communion, and practiced appreciation. These insights became the guiding tenets of our project work and our approach to creative process and practice. Deliverables included a variety of formats for communicating concepts—white papers, decks, videos, and interactive presentations.
RESULTS: Between 2012 and 2015, GumboLive solved more than 200 briefs that delivered industry-changing creative ideas.After 3 years of organizational R&D, we developed three distinct revenue-generating business models for future idea-incubators.