working with 60 layers
It all starts with a conversation with me, Rodger Beekman.
I am the creative alchemist, the fire starter, the conceptual powerhouse.
60 layers Agile Creative Agency & Executive Consultancy Model
Together we discover what is the core question or challenge at hand. Often we add other team member to this core conversation. This can be another creative, or a strategist, copywriter, developer, producer . . . What ever we feel will be the right support going forward.
The core team is small, smart and agile.
When the plan and budget is agree on, we activate the network. This network is always lead by the core team. The experience for the client is like with any good agency. Yet more open, focussed, on a high creative level. And cost effective.
The model works in different ways. In every way it works it is all focussing on building a team dynamic different then the more freelancer way of working. Ones we created a clear goal for the project there is full commitment to the outcome, opposed to the process
The process and way of working can be fluid, the commitment to the outcome is leading.
We have worked for local and global brands and we also collaborated with brand and agencies. In Amsterdam, Tokyo, Doha, Moscow, Dubai and Cape Town
less agency, more alchemy
In 2006 we started with something different. The agency model arrived at the end of the lifecycle, it was time for the next step.
We created the model we called “collaborative communication”. The idea was simple. We do not employ people.
We do not have overhead. We have a small core and an endless network of entrepreneurial experts, in every thinkable field.
We get to the core first, then we create the “agency” around the question at hand.
creativity strategy
Four to six creative directors and strategists who would work directly with the clients. When fully understanding the challenge ahead.
This could be a book, a film, an event, an app, website, store experience, e-commerce platform or something completely new.
Then we created the agency, the unit as you wish, around the project.
here is to the brave ones
The magazines Glamour, Nieuwe Revu, JAN and VOGUE together with political party Groen Links and Heinz were the first who say the value of the model.
For Univeler in the UK and NL this was too early “I think it makes sense, not sure if the board would agree”.
Later we entered pitched for Heineken and Coca Cola, gains the big network agencies. Some we even won.
But mainly thank you to Heinz. After our first smaller start up clients, they were the first big client that saw the value in our model.
We worked on several brands together, including this Carvan Cevitam commercial we shot in Cape Town.
Collaborative Communication & On-Demand Agency Structure
Senior Brand Strategy & Creative Direction Services
Global Client Portfolio & Major Agency Pitches (Coca-Cola, Heinz, Unilever)
concept before team
We grew into two offices, Amsterdam and Cape Town. We improved the model and the way of working. And very soon our work reach the same level as the agencies around us . . . And higher. Our work earned awards and recognition and invitations for juries and panels.
For me the main achievement was the model itself. In our first year we met with Univeler in Rotterdam and London to pitch our model “this might be the future bit it is all a bit to early for us” was the feedback. Today 8 our 10 agencies use this model.
welcome to 60 layers
Global Talent Network & Bespoke Creative Team Assembly
A global network or young talent and highly experience entrepreneurial experts.
Strategist with experience at W+K, BBDO and more. Graphical and online designers.
Researchers, business model geeks, fashion nerds, educational experts . . .
When together with the client or brand we have a good idea of what the task at had is, what the project truly entails, we create the team around it.
We have new people being added to our network all the time.
This, combined with the core team makes the work alway fresh, inspiring and relevant.