Let’s say someone in the design house is working on a project for Burberry, the clothing brand. They go to the basement and pour off a pint size container called “the latest thing in luxury clothing.” Someone working for the ad agency is looking for information on the way housewives think about breakfast. The pipe provides here too. The book review man for Monocle, is always on the look out for new books but for that great cloud of ideas and sentiments that make our culture now.
It sounds a little complicated, but there is a big idea here. In fact, Monocle has found a way to maximize its return on investment. What flows in from that pipe is used 5 times, as design, advertising, strategy, print on the page and words in the air. Everything it learns, it turns to advantage. If the print client doesn’t want something, the strategy client will. And sometimes, a single understanding of the world pays off in all 5 of the Monocle faces. And that, ladies and gentlemen, is what you call a robust ROI.
And this is no simple “pass through” model. Monocle accelerates what it learns. Inevitably, the people designing for Burberry end up talking to the ad people. The ad people reply with their latest learnings. And everyone listens to Dan, the book reviewer, because he knows what’s happening in the world of arts, letters and ideas.