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"Right Brain Design (NY)" Creative in All Aspects
By: Jeff Louis
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"Are you right or left 'brained'?" (Not sure? Take a test to find out.)

The right brain/left brain theory was pioneered by psychobiologist Roger Sperry in the 1960s. His research postulated that the right eye and right hand were connected to the left brain (actually, the left lobe), and vice versa. Each lobe interprets information in a different manner; the right lobe is visual, processing information intuitively, while the left lobe is an analytic, sequential processor. Although unproven, testing has shown that visually creative people tend to be "right-brainers."

Right Brain Design, located in New York, is much like any other Madison Avenue ad shop, with one major exception: The agency does not physically exist. There is an agency website that seems authentic, and the client list includes work for actual companies, including; Estée Lauder, HSBC, JCS Tradecom, RPD Media, and HartLee Industries. However, there isn't an employee profile page, nor is there a nifty contact page including directions from major airports.

So, what's the deal?

Right Brain Design, founded in 2000, is an agency without walls. Although the agency technically "exists” in New York, it's really a global web of advertising and marketing professionals. Yes, global. The innovative business model was implemented by Catherine Wachs, the agency's Creative Director and Principal. Prior to Right Brain, Ms. Wachs spent her career creating and producing work to promote some of the nation's best-known brands including: Ruby Tuesday Restaurants, Kraft Foods, Advil, Gold Bond, Dannon, Breyers Ice Cream, IBM, and many others. She has served agencies of various size, ranging from smaller, creative boutiques to WPP.

So, why Right Brain Design?

"[A]gencies are becoming giant dinosaurs that take up a lot of room and cannot adapt their business models quickly enough for this new economy. Whereas it took a large team to do a national advertising...it now takes only a few people narrowcasting..."

Narrowcasting is the process of sending information to a specific group of people, such as a fertilizer company targeting an online gardening community. The best examples of narrowcasting are electronic mailing lists, where messages are sent to individuals who subscribe to the list. Yet, this is but one of the agency's unique traits.

Right Brain Design's success partially stems from their unique ability to build customized, strategic teams equipped to meet diverse client challenges. The scope of work determines which creative disciplines are engaged, streamlining processes and eliminating waste. Thus, Right Brain Design maintains a high degree of flexibility over agencies that lack creative advertising services or are unable to compete on an economic level. Communicating mainly via Skype and IM, the agency's overhead is minimal, increasing client ROI in comparison to agencies with real estate.

After nine years of operation, it seems that Right Brain Design's right-lobed thinking was the right approach, putting them right on course for continued success.


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About the Author

Jeff Louis: Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment or get in touch with Jeff on Twitter. As always, thank you for reading!

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