While we often utilize our networks to find everything from talent, to opportunities, to a reservation at a new restaurant, it can still be difficult to find exactly the right person for the job – and the budget. With his background in the magazine world (he sold his publishing business, Tokion, in 2006), Adam Glickman was familiar with this challenge when he founded TheIdeaLists, an online talent “concierge” that matches highly talented creative professionals with new client opportunities.
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After Tokion, Glickman worked closely with Wieden+Kennedy, where he discovered something surprising. “They had the most kindred spirit in the advertising agency world, which is why I wanted to work with them (I wanted to partner with them but they offered me a job instead),” Glickman says. But after learning the traditional agency model, Glickman found the models to be antiquated. “I was like, ‘wow,’ I come from a place where I had no money and made a lot of stuff, and now I’m at a place where there’s lots of money but it’s very hard to get things made...could there be a middle ground?” That middle ground, Glickman decided, would be TheIdeaLists, where projects with five-figure budgets could be executed with exactly the right vendors – “Whether that project is brand identity, website development, or shooting a commercial.”
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And the company has matched talent with projects like these for companies of all sizes – American Express, Levi’s, Nike, and Coca-Cola, and startups like Airbnb and Warby Parker. “Startups are increasingly starting to have real budgets,” Glickman says. “But they don’t have that type of marketing expertise that more traditional companies do. They are looking for where to turn to source the best creative work.”
In doing this work, Glickman stresses the importance of how The IdeaLists differentiates itself from the pack. “Think of it like Match.com or Angie’s list at a basic level, though these sites aren’t members only” he says. “TheIdeaLists is a members-only community for a highly professional set of individuals...we feel that when you’re d
ealing with high quality work, you should never try to 100% automate the process. I think that’s where we are different. Our philosophy is 90% automation, 10% curation. There are people who actually put eyes on the projects to make sure it’s happening perfectly.”
And while this facilitating of matches made in...well, you know where...is happening in the City of Angels, Glickman says it isn’t all heavenly. “Honestly, I think it’s a lot harder to start a business like The IdeaLists here in a place like LA,” he says. “Our industry, which is mainly marketing and media, has a really strong presence in places like New York. And also, the crazy investment for an untested idea, as you often see in places like San Francisco – you don’t see that very much in Los Angeles. It’s a lot harder to raise money here.” But Glickman isn’t all doom and gloom for Los Angeles’ prospects. “LA is changing very quickly. Everyone is coming here...it’s the perfect place to bring your ideas.” And with the help of TheIdeaLists, it’s a perfect place to find talent, too."
Image below: Built In Los Angeles Director of Marketing - Tiffany Laurence, The Idealists Founder - Adam Glickman
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Check out The Idealists Here: http://theidealists.com/
