Goodstuph has unveiled “Jason”, a same-day delivery service aimed at churning out marketing ideas for brands within hours. This will be done without a brief and in response to the latest market trends. Introduced in beta in January, Jason will fully roll out this month.
A dedicated team comprising copywriters Issa Mauricio (pictured right) and Kelly Koo (pictured centre), and art director/ illustrator Lee Sin Yee(pictured left), will focus solely on brainstorming newsjacking-based ideas between 10 am to 11 am daily. In a statement to Marketing, founder Pat Law said that Jason is named after the agency’s beloved courier guy and is a reflection of Goodstuph’s “kampung” culture. “To date, we have been producing “urgent creativity” ideas based on that day’s trending topic, on an organic basis,” she said.
Law added said that until Jason came along, Goodstuph has been “reactionary” and “unstructured” in the development of ideas. Viral social media posts by brands such as Changi Airport congratulating Joseph Schooling after his Olympic win and paying tribute to a family of otters, as well as Singtel’s banter with Circles.Life caused Goodstuph to recognise the need for speed on social media.
According to Law, Jason abides by three rules, with the first being that ideas must be relevant to the brand and the trend on hand. It must also be thoughtful and tastefully executed. “This is of utmost importance to us. We’re not about to jump on the bandwagon and force a brand to fit into a trend, just because,” Law said.
She added that the ideas developed must be practical to be produced quickly before the trend dies down. As such, there will be no photoshoots, key visuals or the traditional “we-need-four-weeks-for-production” ideas. Law said the idea will be dropped if this cannot be achieved because quality matters.
Lastly, Law said that this is an add-on service and not a change in the current way Goodstuph works for existing retainer clients. “To put it blatantly, no, it does not hinder our current work because we do not take on ‘I need this yesterday’ briefs to begin with,” she said.
View the logos for Jason here:
The launch of Jason comes after Changi Airport Group reappointed Goodstuph for social duties for another two years, with the option to extend for two. The agency will continue to offer strategic counsel regarding social media marketing covering Facebook, Twitter and Instagram. Last year, Goodstuph appointed Eugenia Tan as its MD for Singapore, who was instrumental to winning of the Changi Airport pitch in 2015. The agency also expanded into Indonesia in 2017, with plans to grow into a 15-man team in the next 12 months.
(Photo courtesy: Goodstuph)