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0:00:14.319, 0:00:18.919 At the age of just seven Justin Cook knew
he wanted to run his own business
0:00:18.919, 0:00:21.750 He also knew he wanted to call it Fortune
Cookie
0:00:21.750, 0:00:26.269 What he couldn't have known was how successful
that business was going to become
0:00:26.269, 0:00:31.979 Today a Fortune Cookie is one of the most
successful digital media agencies in the UK
0:00:31.979, 0:00:34.780 Brand spanking new offices in central London
0:00:34.780, 0:00:38.000 turn over that’s more than doubled in the
last two years
0:00:38.000, 0:00:41.460 and up to twenty counts on the go at
any one time
0:00:41.460, 0:00:44.400 Among the major blue chip companies
0:00:44.400, 0:00:49.100 Justin also knew from an early age it was
the Digital media world particularly web design
0:00:49.100, 0:00:50.340 and e marketing
0:00:50.340, 0:00:52.450 he wanted to be involved in
0:00:52.450, 0:00:53.690 Perhaps naively
0:00:53.690, 0:00:55.880 it felt like a whole new world basically
0:00:55.880, 0:00:59.509 and I felt like a bit of a pioneer and
wanted to get involved really on
0:00:59.509, 0:01:03.119 to try and realize the opportunity.
I got some advice to my father and he
0:01:03.119, 0:01:03.939 said it
0:01:03.939, 0:01:06.560 nothing in your lifetime is going to happen
0:01:06.560, 0:01:09.600 that will have a bigger impact on
0:01:09.600, 0:01:13.860 human beings in our lives and on the web.
0:01:13.860, 0:01:15.219 And get involved basically
0:01:15.219, 0:01:18.140 The foundation, on which the company
has been able to grow
0:01:18.140, 0:01:22.390 is in the building all strategic relationships
with clients
0:01:22.390, 0:01:25.750 relationships fortune cookie views more as
partnerships.
0:01:25.750, 0:01:30.490 This allows fortune cookies to see itself
as parts of a client’s organization
0:01:30.490, 0:01:33.470 and it means they could all work together
for a long term
0:01:33.470, 0:01:36.860 Not simply for the duration of one web build
0:01:36.860, 0:01:41.979 The great benefit of working with a client
over a longer time period is that we can challenge
them
0:01:41.979, 0:01:45.740 you can challenge them and push
them into areas where
0:01:45.740, 0:01:47.940 they didn’t necessarily see themselves.
0:01:47.940, 0:01:54.020 You can prove to them through great
experience architecture development through user testing processes
0:01:54.020, 0:01:58.030 Potentially through 3b testing on a live
environment
0:01:58.030, 0:02:00.680 That this is a new cutting edge solution
0:02:00.680, 0:02:03.229 but one that will also work
0:02:03.229, 0:02:08.409 but to make these partnerships work Fortune
Cookie has to understand clients requirements
0:02:08.409, 0:02:12.629 Every day of the week you'll find clients
like national enquires
0:02:12.629, 0:02:14.709 visiting Fortune Cookies offices
0:02:14.709, 0:02:16.349 or vice versa.
0:02:16.349, 0:02:19.360 They want to get under the skin of their clients
0:02:19.360, 0:02:20.859 understand what makes them tick
0:02:20.859, 0:02:23.999 Literally spend time on the shop floor
0:02:23.999, 0:02:27.769 We go to the client's offices themselves
and talk to all the different kindof Stake holders
0:02:27.769, 0:02:31.840 that are involved in the organization.
0:02:31.840, 0:02:33.019 Finance/Marketing/PR/HR
0:02:33.019, 0:02:36.619 and we basically ask them
all individually what they want.
0:02:36.619, 0:02:40.819 We’ll do capacity benchmarking and analysis
and I will look at what their competitors are doing
0:02:40.819, 0:02:43.989 go outside of their own traditional
competitive set
0:02:43.989, 0:02:48.109 and look at other organizations.
People we can learn
0:02:48.109, 0:02:49.379 from basically
0:02:49.379, 0:02:53.219 Everyone’s doing things well
But not everyone’s doing everything well.
0:02:53.219, 0:02:56.989 But at the end of the day it's not the clients
that use the sites
0:02:56.989, 0:03:01.700 Fortune Cookie realizes the importance of
road testing sites with end users
0:03:01.700, 0:03:06.009 So it builds representations of the clients
target audiences
0:03:06.009, 0:03:08.250 then it hires agencies to recruit those people
0:03:08.250, 0:03:10.749 and invites them into its offices
0:03:10.749, 0:03:14.530 here is a potential end user of a site
has been invited into the office
0:03:14.530, 0:03:18.419 to use Fortune Cookies eye tracking system
0:03:18.419, 0:03:21.030 It allows the clients sitting in the next
room
0:03:21.030, 0:03:23.390 in this case diabetes UK
0:03:23.390, 0:03:25.829 to see exactly where on their site
0:03:25.829, 0:03:29.149 the end users eyes are drawn
0:03:29.149, 0:03:34.559 we don't talk to end users
then you can design a site very well
0:03:34.559, 0:03:37.229 based on your own opinions or the
opinions of you clients
0:03:37.229, 0:03:41.560 But were not the end users always
And the customers our customers are not the end users
0:03:41.560, 0:03:46.820 By talking to a range of the end users, the
end sight users Customers we can make sure with got the
0:03:46.820, 0:03:50.429 process that’s right for them as appose
right for us
0:03:50.429, 0:03:56.049 It makes it scientific; it means were not
designing on a whim To reach this level of success
0:03:56.049, 0:03:58.559 Fortune Cookie Has had to survive difficult
times
0:03:58.559, 0:04:03.089 Not least the .com crash of the late nineties
Many digital agencies went to
0:04:03.089, 0:04:03.920 the wall
0:04:03.920, 0:04:05.189 but for Fortune Cookie
0:04:05.189, 0:04:08.259 the crash turned out to be a blessing in
Disguise
0:04:08.259, 0:04:12.049 it batten down the hatches and made cutbacks
0:04:12.049, 0:04:15.109 decisively it stopped being a jack of all
trades
0:04:15.109, 0:04:18.879 and instead specialized in just a few sectors
0:04:18.879, 0:04:20.899 travel Tourism and leisure
0:04:20.899, 0:04:22.030 financial services
0:04:22.030, 0:04:23.629 and the media
0:04:23.629, 0:04:27.910 The advantages of sticking with those three
or four Key areas
0:04:23.629, 0:04:27.910 is that we know them really well there’s
A real depth of knowledge in the studio here
0:04:33.139, 0:04:37.560 Were being fed all the time from our clients
and were also feeding back to our clients
0:04:37.560, 0:04:38.990 were they can’t go to the sorts
0:04:38.990, 0:04:41.960 of conferences’
and read the types of papers we do
0:04:41.960, 0:04:44.590 It’s a constant knowledge exchange with
those clients
0:04:44.590, 0:04:49.489 I don't think we can do that to the right
depth If we had clients in all different sectors
0:04:49.489, 0:04:53.539 The digital media business is evolving Faster
than most
0:04:53.539, 0:04:57.649 the manner in which people access information
on the web is evolving
0:04:57.649, 0:05:01.939 and web sites themselves of becoming ever
more sophisticated
0:05:01.939, 0:05:05.809 Fortune Cookies has had to adapt to keep pace
with these changes
0:05:05.809, 0:05:10.330 we write accessible in everything we do and
when I say accessibility I don’t just
0:05:10.330, 0:05:10.950 mean
0:05:10.950, 0:05:14.710 I'm making web sites that could be used by
people with disabilities I mean a web
0:05:14.710, 0:05:17.139 that can be accessed by anyone
0:05:17.139, 0:05:18.629 on anything
0:05:18.629, 0:05:22.000 so a web without boundaries, a web without
borders
0:05:22.000, 0:05:25.860 a web that can be accessed on mobile phones
by my granny
0:05:25.860, 0:05:31.469 by someone is brazil on a 5.6k modem
0:05:31.469, 0:05:37.030 Two or three years ago we were delivering
websites to our clients.
0:05:37.030, 0:05:38.280 We were designing web pages and web
page templates for people to make sites from
0:05:38.280, 0:05:40.280 Now we’re delivering experiences and a web
page might
0:05:40.280, 0:05:44.580 Be a tool in that but then so might a piece
of video So might a rich interact interface,
0:05:44.580, 0:05:48.389 so might an email
0:05:48.389, 0:05:53.479 Were less focused on the page now and a lot
more Focused on getting the overall experience
0:05:53.479, 0:05:57.619 which means everyone’s expertise has to
come into play a lot more
0:05:59.860, 0:06:04.349 What strikes you about Fortune Cookie
0:05:59.860, 0:06:04.349 is here is business that survived the .com
crash of the nineties
0:06:04.349, 0:06:07.179 and emerged a strong agency
0:06:07.179, 0:06:12.979 It forsakes quantity for quality looking
not for short-term profit
0:06:12.979, 0:06:13.860 but long term gain
0:06:13.860, 0:06:19.189 and that's the reason why Fortune Cookie appears
to be one of the digital agencies
0:06:19.189, 0:06:19.439 of the future