It will then move to what Harley-Davidson calls "The Scrum". This is when other expert agencies from Harley-Davidson's current roster will guide the concept through their specific expertise, such as newly-appointed Starcom, which will be responsible for creativity coming through media.
Other experts, depending on the challenge, will also be engaged. These teams come together around the idea and expand upon it, and there is no lead agency or "agency of record" as in a traditional model.
"We don't lead with agencies, we lead with customers," said Harley-Davidson Senior Vice President and Chief Marketing Officer Mark-Hans Richer. "That's why we've created a new approach for how we engage our customers through the Harley-Davidson brand. In the U.S. we're number one in on-road market share with every customer segment, including with young adults and women, but we know we can do even better to reach them."
The project initiated by Victors & Spoils on September 1st was titled The Squirrel Fight. Approximately 2,000 creatives and strategists from around the world received the brief and 650 ideas were submitted by 160 Squirrel Fight participants.
"We've always listened to our customers," added Richer. "It only makes sense for us to tap into their passion, as well as the ideas they openly share with us to bolster our brand, rather than keeping our creativity bottled in the creative department of an agency of record."
The company will debut the Creativity Model in early 2011.
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