Bleublancrouge turns 30, strikes a deal to be more Scientific
October 03, 2013 | Alicia Androich | Comments
Two creative agencies and an insight and strategy group have teamed up to form a new think tank geared towards helping senior leadership teams from top-tier companies around the world foster great ideas.
Bleublancrouge, Wunderkind and Scientific Intelligence have partnered in a lab called L’Institut Idée that launched on Thursday during an event at BBR’s office. The joint venture is functioning from Montreal, Toronto (where Wunderkind and Scientific Intelligence have offices) and also has a subsidiary office in Boston, where Scientific Intelligence has another location.
News of L’Institut Idée comes as BBR celebrates its 30th anniversary. The agency’s CEO, Sébastien Fauré, said “This joint venture will create the new Ideaship powerhouse the market has been looking for. We’re proud and excited to be filling this crucial gap in the modern economy, and helping our clients accelerate their efforts to leap ahead of the pack.”
Founded in 2005, Scientific Intelligence prides itself on an ability to find the memes linked to a brand or company, and helping C-suite executives learn more about the emotional drivers and strategies needed to build strong audiences and success for the long term. It does so using its proprietary Structural Mapping Process.
Audi, Molson Coors and Live Nation are some of the more than 200 existing Scientific Intelligence clients who have benefitted from this methodology.
L’Institut Idée will use the same methodology moving forward with new clients. The model will be incorporated into a “Master Planning” process in which senior executives will work closely with L’Institut Idee to develop big ideas and defined strategies for successfully propelling their brand well into the future.
Wahn Yoon, Scientific Intelligence co-founder and Wunderkind president, said in a release that he and his partners – Syd Kessler, Penelope Fridman and Jacob Kessler – are thrilled to have partnered with BBR’s leaders on the think tank. He credited them with truly understanding the power of the Structural Mapping Process and how it’s important in what he called today’s “Age of Ideaship.”
Many times today companies rely too heavily on individual leaders and tactics lacking strategy, said Yoon. The new lab focuses on the idea of “ideaship” and developing “profound ideas that drive companies and brands into the future.”
L’Institut Idée will help clients around five main areas: product innovation, team leadership, corporate vision and strategic planning, corporate culture and marketing communications.