Joseph Jaffe, author of “Life After The Thirty-Second Spot“, is getting ready to launch Crayon.  He describes the company as

“mash-up of the best of the agency, consulting, advisory, thought leadership and education worlds rolled into one shape-shifting package”

While Joseph is the founder, they have recruited a number of other thought-leaders in the new marketing communication landscape including Neville Hobson and Shel Holtz, (from PR podcast For Immediate Release) & C.C. Chapman. 

Potentially the most interesting thing is that they will launch on Thursday in Second Life on an Island they are calling “Crayon Island”. If listen to Jaffe Juice or FIR, you know this is the type of thing they recommend all the time.   It is nice to see them practicing what they preach. 

Now for the interesting question: Can they get their clients to practice what they preach?  They don’t lack for ambition, as Neville says:

We’re a solution provider. We’re an extension of your team. Consider us a new breed of partner – one that keeps everyone honest and on the right path. Our client is not the consumer: our client is the truth.

It seems like they’ll meet some resistance from clients - who may not understand the web 2.0 world as well as they do, but I wish them the best & look forward to seeing the work they come up with.