has opened a
new agency called
Well, that didn’t take very long.
According to the Chicago Business Journal, Jason Peterson has opened a new agency called The Times with with two co-founding partners, Greg Weinstein and Pat Corcoran. Weinstein previously worked in the creative department at Havas Chicago and departed there soon after Peterson left and Corcoran is Chance the Rapper’s manager.
The Chicago-based shop is on a mission to redefine the relationship between content, consumer and commerce by throwing out the rule book for traditional advertising in an industry where Peterson believes clients are continually underserved.
Take a trip to the website and you’ll see a very bold statement:
THE TIMES HAVE CHANGED, LEAVING THE OLD RULES OF ADVERTISING BEHIND. OUR TIMES DEMAND A NEW MODEL, REDEFINING THE RELATIONSHIP BETWEEN CONTENT, CULTURE AND COMMERCE. IT’S TIME FOR CREATIVES TO BECOME CREATORS. IT’S TIME TO REWRITE THE RULES OF RELEVANCE AND PRACTICE WHAT WE PREACH. THE OLD RULES TALKED AT YOU. WE WALK WITH YOU. WE ARE THE TIMES.
In early November, Peterson abruptly left Havas as North American CCO after some former and current employees complained on advertising app Fishbowl about what they felt was a politically-incorrect culture at the shop. Posters felt Peterson was the driving force behind it.
The story goes onto say, Peterson has brought aboard nine other “members” whom he described as “creators and producers.” The rub – most of the new team have little or no experience in the traditional ad world.
Peterson is quick to defend the move, saying, “They are all stars of YouTube and Instagram.” Why? Peterson places immense emphasis on the importance of new voices and those voices can be found in social media.
As for assignments, The Times reportedly has two. The agency is producing a 30-minute piece of content tied to Black History Month. And The Times is doing social media content for Pier 1.
Meanwhile, the hunt is on for additional clients at The Times. Peterson also said today that finding new business is the part of the job of running an ad agency that is often the most challenging.
The Times’ offices and production studio are at 170 N. Sangamon St. in the West Loop.
The Reel Chicago team wishes the new agency the best of luck.
Source: Chicago Business Journal