Will people care if your brand ceased to exist?


Idea Economics is a strategic process that recognizes business is being disrupted and the old way of doing marketing needs to change. Idea Economics merges creative thought (imagination, emotions, ideas) with economics (money, statistics and numbers) to find the best way to meet peoples’ needs that make commercial sense.


These ideas are new. Designed for a new world. And while we know being first with an innovative idea is a daunting prospect for most, it’s not all risk and no safety. The processes we use have a proven track record. They are founded on principles as old as time itself – identifying a solution through investigation and creative problem solving. In fact, the risky business is not reimagining how we market to a changing world, but rather assuming the old ways, that haven’t changed in 50 years, are going to succeed.

Our answers to these questions are both economic and creative

We want to know:

Why are agencies allowed to produce work without taking any financial risks in its success?


Why can’t agencies prove how their campaigns link to business revenue?


Why do agencies charge by the hour and not for their ideas?


Why are agencies ‘not responsible’ when they don’t meet their clients needs?


Why do clients not treat agencies as business partners? 


Our answers to these questions were both economic and creative. The economic realities of supply and demand, how much the market will pay for a service, how to make a product or service financially viable and the real value of creativity. We live in a world where businesses are being disrupted by Fintech, Apps, crowdfunding, economists, alternative revenue models, value gaps and the internet.

Not one business has been disrupted by a traditional advertising campaign.

Have creatives forgotten the meaning of creativity?


“Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterised by the ability to perceive the world in new ways, to find hidden gems, to make connections between seemingly unrelated phenomena, and to generate solutions”.


Are we turning new ideas into reality? Are we perceiving the world in new ways? Are we connecting unobvious links to solving obvious problems?


 We don’t want to be forced to change. Rather we want to be the change.

We have a core team made up of proven professionals, highly skilled in their areas of expertise


• Managing Director

• Chartered Marketer

• Executive Creative Director

• Economist

• Business Copywriter


These new minds at the creative table work to create business solutions that fit a new world. Opportunity doesn’t look the same as it did a few years ago, so neither should our agency model.

• Brand Strategist

• Data Director

• Head of Design

• Business Analyst

• Financial Director

We’re building a new country, from the bottom-up. New rules, different thinking, more heart.

9 The Straight Ave & Forest Road, Pineslopes, Fourways