An agency for innovative times

August 30, 1999

BY MICHAEL KRAUSS

This is one of an ongoing series of articles on interactive marketing leaders. They're the emerging leaders of an emerging marketing discipline.

Name, rank and serial number: Scott Osman, 41, president and chief brand strategist for Manhattan-based Doublespace. Dartmouth College BA in Philosophy, 1980. Gave up medical school for Parisian fashion photography. Joined Doublespace in 1994.

Mantra: "Speed, quality and unusual results."

Who they are: Founded 20 years ago as an avant garde design agency. Today, Doublespace specializes in serving clients with emerging products in emerging markets. "A SWAT team that's fearless about exploring innovative solutions for clients. Brand therapists in a digital world."

What they do: "Translate vision into reality on the Web (and) use the Internet to bring our clients and their customers closer together. This isn't an intellectual exercise; this is about understanding people."

Where they are: Just downstairs from iVillage. In the 20s, on Fifth Avenue in New York.

Clients: An edgy mix: Quincy Jones (Qradio.com), ESPN, KN Energy, and South Park (Comedycentral.com).

Ideal client: Someone who wants to be in an emerging place, who wants to do it differently from their competitors. "Someone looking for the edge."

Importance of design: Believes design must appeal on an emotional level; if someone has to think about the idea to understand the idea, they haven't done their job. Says Doublespace talent comes from a design background but "we're not enslaved by design."

Taking risks: "We know there's going to be release 2 when we develop release 1."

Next step: "Our story's not written; we are in a constant state of flux. There's nothing about what we are today that isn't open to change and alteration."

Michael Krauss is a partner with Diamond Technology Partners in Chicago.
He can be reached at news@ama.org.