Promotion agency veteran John Palumbo has formed a new brand-content consultancy, BigHeads, with charter clients Braun, Ramada Hotels and Remy.
This is Palumbo's first marketing venture since he left DVC Worldwide in January 2005; he had been president of the experiential-marketing division, DVCx (Xtra, Feb. 1, 2005)
New York-based BigHeads uses a network of 300 diverse members—a hair stylist, a fashion designer, a bouncer, a DJ, a college coach—to brainstorm ideas for brands. Palumbo translates clients' marketing briefs into a "project brief," then sifts through members' feedback to create a "playbook" of ideas that are most appropriate for marketing, relevant to the brand, and within budget.
Members also act as word-of-mouth endorsers. Braun sent each member a razor to spur ideas and word-of-mouth; BigHeads hand-delivered Remy's product to its members, and Ramada gave each member a free night's stay to spark ideas.
BigHeads offers "reality checks" (i.e., focus group feedback from members on campaign ideas) and live brainstorming sessions.
Members don't get paid; instead, they get "incentives that keep them involved, and organic business opportunities" by networking with each other, Palumbo says. BigHeads will work with marketing agencies and is creating its own proprietary content as well.
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