Jon talks us through how The Liberty Guild works in contrast to the traditional agency model.
He explains that it is built around talent; an association of craftspeople working towards a mutual goal. No buildings - it’s simply and easily scalable delivering a global alternative to the standard agency model.
Jon explains how and why they charge a flat fee for a product, the result of that product being an idea. Jon believes that charging by the hour is not the right way to go, he charges for an idea.
How long does it take to make an idea? You can’t answer that! Clients are now wise to agencies loading hours and people into jobs.
The cost to create the idea is the same, regardless of the client - however big or small.
The Guild doesn’t work on tiers in terms of the service you get - it will always be the best as the Guild works with world-class talent. They get paid well, work faster and the client pays a fair price.
Jon talks through the different products the Guild offers.
The Liberty Guild can be whatever shape the client wants them to be - ideas only or ideas and activation.It is different every time for each client depending on where they are at with their brand and what they need but they are flexible.
Jon discusses the longevity of ideas which has been discussed for a long time within the creative industry. Who owns ideas?
Jon feels it is pointless for the client to own the ideas. The Guild works by holding the IP for ideas until the client buys an idea. The other ideas remain the property of the person who created them.
Jon explains why a model akin to music licensing might be the way to go when it comes to ownership of ideas. He is scaling the business so this is something he is looking at but not top of the list right now!
Jon talks over how the creative process has worked as a virtual model. The Liberty Guild is currently 100% virtual. He says that those moments of spontaneity are not real. They don’t happen in a corridor or over a cup of tea. He says it comes from hard work; blood, sweat and tears. He feels that to work on your own terms in your own environment breeds success.
Jon has looked at the science of creative excellence. He’s studied the successful working practices of companies like Klarna and Spotify and other technical giants and has worked out this is the best, most effective, most successful way of working; how to get the most out of people.
Jon explains how the Guild works and how it is designed to deliver optimal performance. It isn’t a big team. It’s about multiple small teams. The wonder of a spontaneous creative environment is a myth.
Despite The Guild being 100% virtual, Jon is sold on the need for an environment. He takes Salesforce as an example who have walked out of their huge offices and how this represents a fundamental shift in how we work. We need human contact but we don’t need 20 floors of desks.
Jon talks over where it goes from here? But doesn’t believe this will mean a brain drain. The broadband infrastructure means we can work to exercise our minds from anywhere in the world.
Jon talks over the meaning behind freelance. He gives a history lesson on where the term came from!
It is a brilliant way to be and how to work on your terms that creates your best work. The Liberty Guild is about freedom and how it is a better way to work for the creative industry and clients too.
