Sapient Interactive provides brand and marketing strategy, award-winning creative work, web design and development,
and emerging media expertise.
With hundreds of members in their kluster, and seven offices worldwide, kluster brings it all together. Among other things,
Sapient rocks their kluster for strategy/brainstorming leading up to client pitches. They’ve won several large accounts based
upon concepts/consensus that came out of their aggressive use of the kluster technology and methodology.
We are in the business of coming up with killer ideas. Getting together, thinking about things, yelling them out, and seeing what sticks.
Ultimately it would always come down to me, the Creative Director of the shop, to make the final say on the idea. Traditionally, most
agencies worked like this — always bottlenecking on the view of the CD(s). As a non-conformist, I always thought there was a better way.
Something where it was more of a creative democracy than a dictatorship. When I first came across kluster, I realized this could be the
thing that makes my idea for a creative democracy become a reality. A system where everyone can contribute ideas and vote on ideas
they like. This allowed us to bring everyone in the agency (creative or not) into the process — everyone within the agency voting on the
work that the agency will ultimately produce. One thing I didn’t anticipate was how this process would unite offices that were scattered all
over the world and get them to collaborate cohesively on the same brief. Allowing me to tap into any and all creative minds within our shop
who are willing to listen and contribute worldwide.
Ideation. We put up a brief, fill it with ideas, and vote on them. The best-rated ideas get presented to the
client. We have even had instances where we invited the client into the kluster, to truly collaborate with
us throughout the whole process.
It’s made it less about “me” and more about “us”. Collaborating more than ever before, within our office,
and all of our offices around the world.
a dictatorship.