“There can never be a single answer to engagement” Amsterdam’s creative hothouse 180 told delegates in their Cannes Lions seminar.
The agency, noted for its groundbreaking work with the adidas brand, revealed that the agency’s success was due to a multi-functional model that allowed them to adapt to client requests.
From four canal houses in the Dutch city, the agency operates four full service units which operate as single entities, or can be tailored to collaborate where necessary. Comprising conceptual content creation, production, design and digital, the agency believes that its flexibility of expertise is key to thriving in a fragmented world.
Notable recent projects for the firm include an opportunity to commemorate the 40th anniversary of the moon landings for client Omega – the brand has been involved in the USA’s space programme since its inception. The agency was given open access to Nasa’s entire archive footage for the project.
More recently, 180’s football heavy background means it will be heavily involved in the 2010 World Cup on behalf of adidas. The agency unveiled an animation project it will initiate prior to the tournament that will give young animators the opportunity to work on a major global brand. The agency also revealed it has been given the brief to design the World Cup footballs, but was unable to show details for fear of “someone from Nike being in the room”.
Modern agencies must “adapt and create new kinds of behaviour inside the agency, which then creates a new kind of energy,” they concluded.