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CO-OP

Written by on November 23, 2015

Creative problem solving is all about shifting your perspective to find a hidden answer. Approaching problems with an open mind, and a flexible viewpoint, is often the best way to get to original solutions. This philosophy not only guides our creative product, it also guides our creative process.

Flexibility is part of our creative process.

At CO-OP, we believe in not only staying flexible creatively, but also operationally. This means that we don’t let our current staffing, size, or technical abilities limit our thinking.
By collaborating with our clients and focusing on their goals, we can put the the business strategy first and assemble custom creative teams to best suit the needs of the project.

We approach our work this way because all projects require different talents and skills during different phases. In the beginning of each project, there should be a focus on mapping out a strategy, analyzing the market and collaborating with the client on their needs. As the project moves into the creative exploration stage, writers, art directors and designers are most likely to beat the centre of the process. As the project moves closer to the execution phase, any number of skills will be needed depending on the approved creative direction. Instead of hiring permanent staff for all of these different disciplines, we simply focus on working with the right people at the right time.

We save time and money by working with the right people at the right time.

With the proliferation of project management tools, the ease of digital communication and lure of a flexible schedule, more and more creative talent are leaving the confines of traditional employment for the world of freelance. We’ve spent the last several years building our community of talent and exploring different ways to tackle marketing and communications problems. Not only is the talent pool is growing every day, but also the different kinds of talent required for projects is growing. I’m not sure how many Virtual Reality film specialists, game developers, musicians and visual artists are working in ad agencies these days. As the world of marketing moves further and further away from the traditional TV, Print and Radio campaign approach, we’ll surely be working with more and more talented individuals with ‘non-traditional’ skills.

It’s easy to think that the best way to keep up with culture is to hire staff to match new trends and new technology. But instead of chasing trends and trying to staff up for the next big thing in marketing, we focus on strategic thinking, big ideas and building the best possible team for each and every project.

Pete Ross
Written by:

Pete Ross

Creative Director

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