RKCR/Y&R has launched Spark Plug - a new value-exchange initiative that invites digital tech start-ups to take up residence in the agency, in return for collaboration on projects across the agencies accounts.
In exchange for the facility, RKCR/Y&R will have access to new ways of thinking, innovative technologies and opportunities to forge productive new partnerships.
The initiative kicks off with three companies: Crane.tv; Evrythng and wireWAX.
is a digital storytelling company specialising in branded entertainment and editorially driven marketing. Named a “top-ten European start-up to watch in 2011" by the Wall Street Journal, Crane.tv is the first online video magazine for contemporary culture. Its content is syndicated to a wide array of sites including the Huffington Post, Wallpaper* and the Guardian, reaching an influential, world-wide audience.
At the helm of the company are Constantin Bjerke, founder and CEO, and Marcus Ray, MD, formerly of VICE Magazine where he worked with the likes of Red Bull, PlayStation, Intel and the Diesel Group to boost their cultural relevance. Ray joins to head up Crane.tv’s branded content division, Cult, which works with clients including Ralph Lauren, BMW, American Express Centurion, Hennessy and Swarovski to help them develop and execute content strategies.
pioneers Active Digital Identities (ADIs) which allow products and objects to have their own unique online profiles. EVRYTHNG is a Web of Things™ software company, making products smart by connecting them to the web.
With an exceptionally strong founding team - including CEO Niall Murphy (The Cloud), and CMO Andy Hobsbawm (Agency.com) - EVRYTHNG was founded in 2011 and is backed by Skype Founder Niklas Zennstrom’s Atomico Ventures and private investors.
is a video tool that lets users and content-owners add motion-tracking hotspots or ‘tags’ to people and objects to create their own interactive experiences.
Ben Kay, joint CEO at RKCR/Y&R said: “Spark Plug is an initiative to support exciting digital entrepreneurship, but it isn’t just altruism: it will allow us to broaden our skills and knowledge, explore exciting and innovative technologies, and create new, brilliant and diverse solutions for our clients”