Hasbro, for instance, turned to a New York agency called Thunderdog Studios run by young creatives to come up with ways to freshen up the image of products such as My Little Pony and the Transformers line.
At Mitsubshi, the agency StrawberryFrog came up with ideas to inject more dynamism into the culture which had become a bit flat. People who want to preserve their jobs are sometimes too cautious. Therefore, companies are looking outside for ideas.
Some big companies, however, prefer to keep cool in-house. Proctor & Gamble, for example, created in-house marketing agencies called Tremor and Vocalpoint which have networks of teens and mothers who they use to test new product lines.
Fast Company, July/August 2006
Review by Morice Mendoza