This New Agency Bangs Out the Creative Process in Two Weeks
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When Andy Nathan came up with the idea for Fortnight Collective, which counts Nestl Purina and Yasso Frozen Greek Yogurt among its founding clients, he said he was looking to answer the question: “How can we get to ideas and critical thinking faster?”
Nathan, who grew up in advertising at the likes of CP&B, TBWA, BBH, Ogilvy and Victors & Spoils, said most successful campaign and client ideas he’s had throughout his career came during a time crunch. “Innovation happens on the fringes when no one else is looking,” he said. Not having time to overthink things can help.
So Fortnight Collective developed a two-week process, including a full-day “hack,” to go from brainstorming to strategic development to execution. (The amount of time was based on his instincts rather than science, Nathan said.)
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