Celebrating one year of advertising agency Edison – the agency creating its own category

Dr Edward De Bono coined the term Surpetition, which he defined as ‘creating value monopolies when everyone else is merely competing’.

Edison, the advertising agency designed specifically for the startup community, is doing exactly that. Now in its second year, it is bringing a raft of new knowledge to a corresponding raft of new clients.

Says Mike Kennedy, creative director, Edison: “What no other agency in this space offers are the core services of a real ad agency. It sounds counterintuitive, but it’s true. Digital agencies focus on the hacker mentality and a lean canvas. Design agencies follow suit and focus on branding — all you get is a logo, landing page and a value proposition, with no understanding of what to do next, or how to do it. What we bring to startups is the understanding of brand management translated into a workable process that delivers on growth and sales — something that could previously only be accessed through major agencies for a lot more money, which is not sustainable. It’s about scaling a business, rather than targeting large enterprises that are already well established.”

Having built success for many early-stage startup clients, Edison has recently acquired new business in the more mature end of the startup market, with wins including Oventus Medical, Sniip Payments App, Cherry Blooms Cosmetics and Kradle Enterprise Software.

Edison is an initiative of independent agency Rumble Creative & Media, and startup pre-accelerator and studio, Pitchblak. Experienced brand and marketing strategist Dara Tayrien was recently appointed as growth director for the business. Previously senior VP account director on Kraft at Y&R New York, and senior account director at Publicis Mojo, Tayrien brings a wealth of brand and business experience to Edison’s clients, to chart a carefully planned course forward within the frenetic startup environment, helping “turn startups into stayups.”