Organic has been around long enough to remember a time when everyone (brands, traditional agencies, and consumers) thought the internet was a passing fad. Accordingly, there's a lot of institutional wisdom at Organic, and in the best tradition of the web's founding culture, that wisdom is shared freely every day at the agency's Threemind's blog. But perhaps "blog" under-sells the value proposition to readers. It's really more of a full-blown publication, with stellar insights in areas ranging from creativity and culture, to strategy, analytics, and technology.
But all those insights wouldn't mean much without high-quality work, and on that front, Organic delivers by tapping into its strength -- using digital to leverage existing consumer sentiments and passions.
Working for Sony to promote "Little Big Planet" on the PS3, Organic leveraged consumer passions to help explain a new genre of video game that blends traditional platform play (in this case puzzles) with user-designed gaming content. But rather than creating marketing messages for the game's two distinct target audiences (traditional gamers who just wanted to play the game, and those who were keen to build and share their own puzzles), Organic took a novel approach by letting the two groups talk to each other. Through the "littlebigworkshop" community, expert gamers displayed their creations and posted video tutorials that instructed beginners on how to play, build levels, and design their own content. The community, which launched in advance of the game, helped drive pre-sales in excess of 120 percent of Sony's target.
Organic has also helped Bank of America remake banking for a younger, digitally fluent audience with its character-driven "Morris on Campus" and subsequent "Morris Code" campaign. And for the Guitar Center, Organic connected the dots between sales, passion, and rock 'n' roll history with a digital wish list that let users customize vintage concert posters with the instruments they really want.
Organic's founding office is in San Francisco.
