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A <strong>new</strong> breed of<br />
communication <strong>agency</strong> is born.
We custom build the right team<br />
to get the best talent for the job.
We have an endless reservoir of<br />
talent throughout the world.
We deliver the best ideas<br />
for the best value.
We are...
Squids is a network of independent partners based all over the world,<br />
specializing in 360° international communications.<br />
This vast network allows us<br />
to choose the best minds for the job.<br />
Our <strong>model</strong> minimizes overhead costs.<br />
Combined with strong talent, the direct result is:<br />
better work more affordably.
We are one <strong>agency</strong> with<br />
an international network of talent.<br />
We custom build the right team from<br />
across the world for every assignment.<br />
Creative teams<br />
Planners<br />
Shopper marketers<br />
Digital experts<br />
Producers<br />
Client services<br />
Sustainability expert<br />
Art buyers<br />
Packaging<br />
Translators<br />
Designers<br />
Copywriters<br />
Art directors<br />
We partner our clients<br />
with a fixed leadership team.<br />
This ensures effective<br />
project management and<br />
long-term brand stewardship.<br />
Business leader<br />
Creative director<br />
Client
We know how to touch and reach<br />
consumers in this brave <strong>new</strong> world<br />
of communications.<br />
Today’s diverse multi-channel, cross-discipline communications environment<br />
often means a wide range of services are required to success<strong>full</strong>y complete an assignment.<br />
The years of talking at a consumer are over.<br />
The consumer today is looking for interaction and participation with their brands<br />
so we need to create a dialogue. These trends and other continuous technological advances<br />
and ever-expanding media, message and platform choices are clearly empowering consumers.<br />
They are resulting in advertiser imperatives that include <strong>new</strong> and creative ways<br />
to engage audiences.
What we offer:<br />
• Consumer behavior analysis<br />
• 360° creative development and implementation<br />
TV, print, digital, shopper communication, packaging, etc.<br />
• Idea navigation<br />
• Strategic brand stewardship<br />
• Brand essence development<br />
• Strategy and communication training<br />
• Expertise in both developed and emerging markets
We relentlessly pursue only quality ideas,<br />
resulting in great work that works.<br />
We believe that a quality idea is a merging of effectiveness and creativity;<br />
therefore, we are only interested in powerful ideas which have the ability to drive<br />
return on investment and make a real difference to our client’s business.
Squids exist to develop powerful<br />
ideas which create conversation<br />
and shape markets.
Our business <strong>model</strong> ensures<br />
that we have the best minds for the job.<br />
Question: Who did Edison or Enro Rubik or Mark Zuckerberg work for<br />
when they invented the light bulb, Rubik’s Cube or Facebook?<br />
Well, no one. That’s the point. The best minds and ideas don’t necessarily<br />
reside within any one organization.<br />
This understanding is at the heart of our <strong>agency</strong> <strong>model</strong>.<br />
We are able to look outside the boundary of a typical <strong>agency</strong> to identify people<br />
that have the best skill, talent, and mindset for the job.
Although this <strong>model</strong> is fresh<br />
to the <strong>advertising</strong> <strong>agency</strong> industry<br />
it has been proven successful<br />
for over 50 years by Hollywood.<br />
Modern day Hollywood is an industry in which talent is largely outsourced and films are made<br />
on a project-by-project base. Each crew member is hired and his or her skills assembled for use<br />
when needed. There are no stars or directors under long-term contracts to be automatically<br />
used for ongoing productions. Hollywood today is a place where anything is possible.<br />
We follow a similar approach. Our core leadership team assembles the best talent from all<br />
over the world and assigns them to the brand. At each stage of strategic, creative and production<br />
development, people are mandated according to need. This allows us to maximize the use of<br />
people’s specific skills to get the best creative work possible.
We excel at leading diverse teams<br />
and fostering collaboration.<br />
Like movie making, <strong>advertising</strong> is overall a people business.<br />
When organizing teams of overlapping functional specialists,<br />
it involves clever casting to ensure we bring exactly the right person to the job.<br />
At Squids, we have years and years of experience in this area,<br />
including the skills to get people to work towards the same objective.<br />
Squids extensive network of partners share our passion for creating great work that works.<br />
This truly enables us to deliver what our clients are looking for.
We collaborate only with very talented<br />
and like-minded people.<br />
We are picky. Our people are highly inventive and thrive<br />
in an independent, entrepreneurial environment. Along with their proven talent,<br />
they share our passion for creating great ideas that work; that they have fun making;<br />
and that make people talk.
We marry logic with magic.<br />
We recognize that excelling in the project management (the logic) of the creation (the magic)<br />
vastly improves agencies’ effectiveness and thus value for the client.<br />
Therefore, our whole process is incredibly disciplined and we are relentless in our efforts<br />
to execute flawlessly. We have talent in both areas and pursue both with equal vigor.
Squids Points of distinction:<br />
Our optimized pricing structure.<br />
• Overhead costs are slashed. We charge 30% vs. 70-100% of a typical <strong>agency</strong>.<br />
• We spend clients’ money where it matters: on the talent, not on the overhead.<br />
• Our pricing structure is transparent; there are no hidden margins.<br />
Our network of accomplished talent.<br />
• We have an unlimited number of possibilities of where to source great talent<br />
as we do not have the boundaries of a typical <strong>agency</strong>.<br />
• We build and customize the team based on the criteria of the project,<br />
not just on who has spare capacity.<br />
• There is no need to suffer weak performers,<br />
as people are not locked in under long-term contracts.<br />
Our enormous flexibility to respond to client needs.<br />
• Our structure allows us to work with clients on a fee or project basis.<br />
• We can ramp up to an increase in demand yet if a project is cancelled,<br />
we can close it down and the client can cut their losses.<br />
• We provide service from origination to completion as well as specific expertise<br />
to an ongoing assignment.
We create the best work<br />
for the best value.<br />
The <strong>advertising</strong> industry is undergoing wrenching change.<br />
Many say that the next 5 years will bring more significant changes to the <strong>advertising</strong><br />
industry and how agencies do business than in the last 50.<br />
Squids is a dynamic <strong>agency</strong> responding to this transformation<br />
and directly to clients’ legitimate desire for the best of both worlds: great ideas for better value.<br />
Having access to an unlimited number of smart people enables us to provide our clients with<br />
the best team to create the best work for the best value.
Kerry Petty<br />
Global Business Leader<br />
JWT, BBDO, Ogilvy & Mather,<br />
and Saatchi & Saatchi<br />
Co-founders<br />
Philippe Schwaar<br />
Global Creative Director<br />
FCB, Dentsu and Saatchi & Saatchi<br />
Kerry and Philippe, over the course of their individual twenty year international careers,<br />
have accumulated vast and diverse expertise in global communications.<br />
Having both worked extensively with large global FMCG and service clients on behalf<br />
of top global <strong>agency</strong> networks, they have tackled and solved<br />
an uncountable number of complicated marketing challenges.<br />
Specific industries include Food, Beverage, Social, Automotive, Luxury, Fashion,<br />
Personal Grooming, Governmental, Computing, Financial Services and Pharmaceutical.<br />
They work in all types of communication channels from digital to classical, across all kinds<br />
of target audiences from kids to seniors, B2C, B2B, for both developed and emerging markets.
Personal experience snapshot
Squids network<br />
has more than 60 people<br />
and it’s growing every day!
Contact:<br />
kerry@squidsnetwork.com<br />
philippe@squidsnetwork.com