The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
AnalogFolk teams with NIEA to ‘push boundaries’ in creative thinking
New partnership aims to foster innovation and new tech development
Creative digital agency, AnalogFolk, has teamed up with the National Institute for Experimental Arts (NIEA) in a bid to collaborate and ‘push the envelope’ in areas of creative thinking, innovation and digital technologies.
As part of the multi-faceted partnership, AnalogFolk will provide strategic, creative and digital support to the agency, while NIEA will provide AnalogFolk access to its innovation labs and research.
Part of the University of New South Wales, the NIEA institute focuses on experimental collaboration in art, science and emerging technologies and uses arts-led thinking to generate new insights into globally important issues.NIEA is developing research in interaction innovation and experimental experiences leveraging robotics, artificial intelligence, VR, data visualisation and other technologies.
AnalogFolk strategy partner, Ben Hourahine, said the partnership was a practical embodiment of AnalogFolk’s mission to use digital to make the analogue world better.
“Access to NIEA’s research and innovation labs will enable us to continue pushing boundaries around what is possible in creative innovation and digital technology,” Hourahine said in a statement.
“The partnership also provides us an opportunity to take our clients into the labs and access their world class research thinking.”
NINE founding director and Professor of Experimental Arts, Jill Bennett, said the partnership with AnalogFolk was a very positive step for the institute.
“AnalogFolk has a unique approach to creativity, innovation and digital technology which is very much aligned with ours as we look to generate new insights resulting in real-world outcomes. We look forward to working with AnalogFolk through this partnership and harnessing their thinking on projects,” Bennett said.
Down the road, the partnership will expand to include a program of staff secondments and education and training opportunities between both organisations, while a number of joint projects and active client project engagements are underway, the statement added.
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