B-Day. Welcome to a new conversation.
We told you something was going to happen!
B-day has arrived. i-merge has evolved to become Boondoggle – a new name, a new office and a whole new vision for a new breed of agency.
Over the last two years, our local expansion gave rise to us opening offices in Dublin and Shanghai. Today, Amsterdam joins the new Boondoggle network – reflecting that we’ve been active on the ground for some time in The Netherlands.
The irrepressible Tom De Bruyne will head up Boondoggle Amsterdam.
Okay so to the big question: Why the change? Why the expansion?
For sometime, we’ve been engaged in a great debate internally and externally regarding digital, brands and the overall evolution of the market.
On this blog, we’ve discussed, ranted and raved about how marketing communications, the agency model, brands and businesses are facing a whole new environment where the consumer is effectively setting the commercial agenda.
Equally, i-merge as an agency itself had changed. We’ve grow locally, expanded into exciting European markets and leaped into China.
This growth for us not only exposed us to new markets, new people, new clients but it also challenged our thinking, our perspective and ultimately how we view the future.
Also we found ourselves working for clients in new ways, in the traditional disciplines with an interactive focus. This too challenged us to change not just within the market but also within ourselves.
We don’t believe agencies should sit still and wait for the market to inflict change upon them. We acted. The Boondoggle name reflects this – an evolved agency for evolved time.
But don’t be fooled into thinking it’s just a name change. You can learn more about where Boondoggle is taking us here.
Every conversation has a starting point. Today, we’re starting a new one.
Welcome to Boondoggle.
Comments
My good luck wishes and first thoughts on my blog http://www.minorissues.be/blog/index.php?itemid=207 :)
So what does Boondoggle mean?
*One* of the meanings of Boondoggle is "a popular word denoting ‘work of little or no value done merely to give the impression that one is nevertheless seriously engaged’". Quite controversial but that's exactly the point we're trying to make as Boondoggle's mission is "to create contagious brand conversations". We don't believe that brands should take their meaning from one centralised source so we trust that other meanings will arise from the ongoing contro-versation around Boondoggle. Have a go!
A second association with the definition that Dominique gave is linked with the overall perception of the advertising industry:
advertising agencies don't work... they play around all day... And they are absolutely right! We boondoggle through the day :-)
Congrats and good luck.
I noticed this on the .com
"one more thing, for those who keep asking: i'm NOT interested in selling the boondoggle.com domain. i will on one condition: you get me boondoggle.gov, and i'll sell you boondoggle.com. :-) i've been "skeezics boondoggle" since the usenet days of 1982, and i'm not about to change it now. not even for FORTY SEVEN MILLION DOLLARS and HUGE PECTORAL MUSCLES. well, maybe for that."
c'mon, someone must be dedicated enough to donate their pectoral muscles? ;)
@Christian,
LOL
We are working on it.
A Russian roulette for Chinese volunteering is currently going on in the boondoggle kitchen.
Een interessant anagram van Boondoggle is:
BE GOD LOG ON.
Wowie... ;-)
Congratulations - so exactly where is the new office in Amsterdam located?
@Sean,
It's in the Czaar Peterstraat 155.
A really cool place in a very Amsterdam-ish street. Feel free to hop by :-)
Grtz,
Tom
Cool thing with the voicemail professor thingy too. By the way, here are the first Flemish blogosphere reactions:
http://www.blogoloog.be/search.cgi?query=boondoggle
(XML version: http://www.blogoloog.be/rss.xml?query=boondoggle)
Congrats on the name change and the new office. I like the new site as well as the new name. Boondoggle. Boondoggle. Boondoggle... Sounds a bit like an English brand of dog food for posh upper class greyhounds, but hey: as a kid I used to eat dog food, so what's the problem? :-D
@Serge. The dogfood thing is one of those darker sides of you that I always suspected. :-p
@Maarten: we were tracking it indeed. Thanks for the hint.
If you're not able to hop by in Czaar Peterstraat, you might as well have a look at it on Funda.
Lots of bicycles indeed :-)
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