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Digital Podge and DIG launch Podgestarter to give 'game changing products' a leg up

With a guest list spanning SapientNitro, Bima, Google, Wunderman, Somo and more the theme of this year’s Digital Podge will “poke a little bit of fun” at the great digital minds in the room.

Speaking to The Drum ahead of the event this Friday (4 December), Mads Holst, chief creative officer at Digital Innovation Group (DIG) and the brains behind the Podgestarter theme, explained: “The reality is, at Digital Podge, the people in the room know more about digital than anyone else.

“They spend their lives talking about digital and innovation and the one thing driving through the industry for the last few years – to the point it’s beginning to lose meaning – is disruption, crowdsourcing and crowdfunding. Podge itself is a crowdfunded lunch so we thought why not play around with that a little.”

Working with Podge founder, Phil Jones, since early spring to develop the idea, this year’s lunch will see a number of “disruptive” products pitched to the room.

Showcased on the Podgestarter homepage ideas include an instant interactive Instagram, an ultra-secure pocket Snapchat and a 3D Virtual Reality Headset amongst others.

“Phil has picked a number of people who are ambassadors for the range of products,” said Holst.

“They will be standing up and pitching their ideas to the room on the day, in the same way you get a 90-second to three-minute video on Kickstarter to introduce your concept and get people to back you and fund it. I have a feeling that’ll be a really interesting part of the day.”

Working on the Podge concept in addition to their day jobs, Holst admitted that it has been challenging but “one of the benefits of being a group is we have a range of different resources we can draw on.”

Formed of 16 member companies, DIG is expected to add another 12 companies to the group in the coming year.

Rob Walk, chief executive of DIG, added: “We have been working and refining the DIG model for a number of years, giving smaller digital agencies the benefits and support structure of being part of a bigger agency environment while still providing them control and ownership.”

Those not heading to Podge on Friday can still take part by voting for your favourite Podgestarter poster with the School of Communications Arts, Nice Agency and The Barn creating artwork for the “game changing” Podge lunch products.

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