Thursday, April 06, 2006
A New Era: Phenomenon Rising
There, look in the east. Did you ever see such a glorious sunrise? Sunset will be just as grand.—Linda Goodman
So, I’ve gone and done it.
As you may know, I have spent the past ten years in the agency business, primarily working for large, public companies, with major consulting and agency-type contracts. During that time, I have also managed to maintain my entrepreneurial chops by starting/selling/folding at least three different companies, primarily product-based. My desire in the agency business has always been to create a model that is sorely lacking in the industry today--to treat media consumption like a true consumable, and find ways to combine the best of content creation (digital and television programming, social communities, Web-based ecosystems) with relevant, inspiring, and action-inducing execution.
Phenomenon, Inc. (note the pun on the name) intends to do just that.
Phenomenon will comprise of two propositions: The Business of Creativity, and Creativity For Business. In the former, Phenomenon Entertainment will create, develop and produce original programming content for television and the Internet. Our first two projects are already underway at Showtime (Affluenza) and F/X (Heir Apparent). We have also partnered with supermodel Tyra Banks and television visionary Ken Mok to create a social network for fashion enthusiasts with some revolutionary cross-brand eCommerce capabilities, set to launch in the fall. Unlike agencies, we are keeping major equity stakes in all our content development, and will continue to create and monitor its progress.
The “Creativity for Business” angle will see Phenomenon focusing on retail innovation, information architecture, and consumer loyalty. Our first three clients are testament to this: we’re developing, from scratch, the nationwide loyalty program for one of the country’s top retailers, to be experienced seamlessly in all channels. We also signed a contract, just today, to help re-architect the customer experience (and underlying business revenue model and flow) for an affinity social community with 9.7 million unique visitors a month! And our work to help one of the world’s top fashion designers expand her brand into retail, eCommerce, and the general population is incredibly exciting as well.
I’m launching with five major clients, all selected for very specific reasons. I’m also launching the firm with two distinct divisions. A detailed Web presence is forthcoming, but for now, you can see basic information and our nifty new identity at Phenomenon’s new Web site.