SOURCE: Ideasicle

October 20, 2010 10:45 ET

Former Arnold EVP Will Burns Launches Idea Company

Ideasicle to Develop Revenue-Generating Marketing Ideas Through Expert Sourcing

BOSTON, MA--(Marketwire - October 20, 2010) -  Will Burns, former EVP, Director of Business Development & Agency Innovation at Arnold Worldwide in Boston, has launched a new company that is combining the talents of a worldwide team of creative experts to ideate around a client's marketing needs. The company is called "Ideasicle."

Mr. Burns has assembled a small, award-winning team of experts from top tier agencies and clients around the world for Ideasicle's ideation.

"It's not crowd sourcing, it's 'expert sourcing.' These are the best of the best, and I've worked with every one of them personally over the years at my old haunts, like Goodby Silverstein & Partners, Wieden & Kennedy, Arnold and Mullen. We all have a shared belief that all new revenue starts with an idea. And not just any idea, either," said Mr. Burns.

The ideas from the experts are captured using a proprietary technology platform that makes it incredibly easy for each expert to absorb the video briefing, post ideas in time-deferred ways from an iPhone, iPad or computer, and riff off each other, according to Mr. Burns.

To remain 100% unbiased in their ideation process, Ideasicle has divorced ideas from execution, leaving the execution of their ideas to existing client resources or to Ideasicle's list of Preferred Partners. As such, Ideasicle's focus is purely on developing innovative revenue-generating marketing ideas, while leaving the advertising to the advertising agencies.

"I don't care if the idea we come up with is free to execute, as long as it's great and it works," added Mr. Burns.

Commenting on the Ideasicle process, AMD's Director of Marketing / North America Consumer, Tracey Carroll, said in a video on the Ideasicle site, "We're in constant need of new marketing ideas and innovative thinking and Ideasicle has been like a 'secret weapon' for AMD."

Currently, Ideasicle is working with clients like AMD, The Boston Globe, McCarthy Mambro Bertino (MMB), F.X. Matt Brewing Company, US OpenAir and Sidebar Mobile. Ideasicle also produces the Ideasicle Podcast and Ideasicle Blog along with additional information at

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