Organic Bows Strategy Unit

NEW YORK Omnicom Group digital agency Organic is branching into consulting with a new practice designed to fill the void between client strategy and agency execution.

The shop is using its expertise in persona creation, social media and digital engagement planning to forge ties with clients that already have lead interactive agencies.

“Historically, the weight was a lot more on execution, not strategy,” said CEO Mark Kingdon. “It’s a lot harder today. There’s a huge digital connection strategy that needs to be considered with lots of touch points that have been considered individually but not holistically.”

With the new practice, Organic is trying to bridge the gap between strategic consulting and agency services by telling clients how best to connect with consumers and organize their marketing in the digital age. It joins other agencies that are pursuing this course, such as Publicis Groupe’s Denuo and Naked Communications.

Kingdon, who was a consultant at PricewaterhouseCoopers before joining Organic in 2001, believes as clients continue to increase their digital budgets, they will move beyond looking simply for advice on the best keywords and site lists for banner placements.

“It’s surprising to me how much opportunity there is to offer insight, whether it’s helping them to better target their existing customer set, or helping them with straightforward things like emerging media and social platforms,” he said.

Organic is working on a few such strategic consulting projects, though Kingdon declined to identify the clients.

To staff the projects, Organic is drawing on its existing personnel, including emerging platforms executive director Chad Stoller, media executive director Rick Corteville and vp, strategy James Kim.

Kingdon said the strategy service would be similar to what it offers existing key clients like Chrysler, only it won’t necessarily involve execution, which can be handled by the client’s roster shops.

“There’s been a big change in the market in the last 18 months,” he said. “We were being hired for executional support, and we did that, but we went the extra mile to make sure it was in a strategic context. Clients have been asking for strategic advice.”