Abraham Asefaw of The Pop Up Agency is delivering a talk and workshop. He’ll cover designing how you want to live and work, the value of creativity and working globally.
About - Abraham Asefaw
- Founder of the agency - older
- Originally from Sweden/grew up
- The pop up model - solving problems
- 40 countries
- Based in London
- Needs & Values
- These values & needs created the agency
- Solving briefs within 48hrs
The intention of the agency
- To share/explain how to start up a business
- Abraham started the agency during school (University)
- Check in expectation - concept
- It about the state of mind
- What happens to work during the day
- How it is working in the environment of this industry
The Pop Up Agency
- Transparency - Reflection - Feedback
- Within the agency the employees have no designated roles
- 15 Weeks, 15 Clients, 15 Days
- Prototype this concept. Who needs this?
- Takeaways from these long hours of working
- Naive enough & stubborn to see it through
- 'We are a reaction of our time'
Question & Answer time
- To connect more - most people are linked to one another (e.g. CEO knows other CEOs & Directors to Directors
- It's common that most agency do not understand the business side of the agency
- Being a Student is the best time to experience/experiment
- The reason of their concept of following '48hr' for completing a brief? The reason is as they were students, they had to do separate briefs during weekends. So the weekend only had two days to complete.
- Choose London as the best location as it has Global intention
- Try things - add strategy, design, communication
- Bad at production and designs - lasted a year - No salary
- Good at the creative process - challenge to the production
- Creative consultant and creative training
- How to make this work? Idea of creating a board of adviser.
- Look into the agency's own needs
- Staying sustainable is extremely important for an agency and business
- Salary to Expenses to savings have all been spilt into 33%.
- Brand needs processes
- Sales, development, execute
- Democratise creativity
- What value are you providing
- Value of guidance
- Constructive feedback
- Having mentors and advisers
Last Q&A
- Is it the same people who started the agency still within the agency? Not the original 5 people at the beginning of the agency - lost of goals not the same attitudes or aims at the beginning of the agency. (There is always change within team members.)
- In the agency their are currently 10 people but 2 founders
- Their target audience are bigger brands
- They mainly approach them - lots of public speaking, promoting themselves
- No more pressure, confident as they had a experience
- Only working one brief at a time. No multitasking
- Collaboration
- Focus and an open mindset
Email
Workshop
Brief Question - 'How can we create a business based on our needs and values
Learning more about the business side of owning and starting up an agency. By working in groups of 5 -7. The aim was to work together in a group by sharing and developing our ideas. For instance: all group members get a piece of A3 paper, we have 3 minutes to either draw or write our idea. Once the time is up we switch other to the person to our right paper. We can either develop their idea or start a new one.
When everyone is done, we put it into a chart on which idea has the most impact but is difficult to product and vice vera. When we decide which one to present, we had to do a tweet explaining the idea to the class.
Brief Question - 'How can we create a business based on our needs and values
Learning more about the business side of owning and starting up an agency. By working in groups of 5 -7. The aim was to work together in a group by sharing and developing our ideas. For instance: all group members get a piece of A3 paper, we have 3 minutes to either draw or write our idea. Once the time is up we switch other to the person to our right paper. We can either develop their idea or start a new one.
When everyone is done, we put it into a chart on which idea has the most impact but is difficult to product and vice vera. When we decide which one to present, we had to do a tweet explaining the idea to the class.
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