Wellington Ad Agency Introduces 'Strategic Napping' as Billable Service
In what industry insiders are calling either revolutionary or just Tuesday, Wellington-based ad agency Swindle & Crumb has officially rolled out 'Strategic Napping' as a client-billable service, effective immediately and retroactively since last Thursday.
"We've long known that good ideas don’t come from hustle, hustle culture, or Friday stand-ups," said Fiona Hutt, the agency’s Head of Disruption and Macramé. "They come from REM cycles, ideally short ones, on $1,800 beanbags imported from Denmark for no practical reason."
According to internal documents leaked by someone definitely named Blake, the naps are categorised into three types: Insight Incubation (targeting juniors), Conceptual Replenishment (reserved for senior creatives), and The Big Sleep (exclusive to CDs and Partners, minimum 2.5 hours, faux alpaca throws required). Each nap is assigned a project code and stored in a shared Miro board that no one opens.
Clients reportedly love the new honesty. One FMCG brand rep admitted, "It’s refreshing to see an agency monetising what they were doing already, but with documentation." Swindle & Crumb says the initiative is backed by neuroscience, several Pinterest quotes, and a TED Talk someone once skimmed at lunch. Future plans include monetising 'Scrolling for Inspiration,' 'Procrastinative Meditation,' and 'Just Stepping Out to Clear My Head Until 1:30.'
"We've long known that good ideas don’t come from hustle, hustle culture, or Friday stand-ups," said Fiona Hutt, the agency’s Head of Disruption and Macramé. "They come from REM cycles, ideally short ones, on $1,800 beanbags imported from Denmark for no practical reason."
According to internal documents leaked by someone definitely named Blake, the naps are categorised into three types: Insight Incubation (targeting juniors), Conceptual Replenishment (reserved for senior creatives), and The Big Sleep (exclusive to CDs and Partners, minimum 2.5 hours, faux alpaca throws required). Each nap is assigned a project code and stored in a shared Miro board that no one opens.
Clients reportedly love the new honesty. One FMCG brand rep admitted, "It’s refreshing to see an agency monetising what they were doing already, but with documentation." Swindle & Crumb says the initiative is backed by neuroscience, several Pinterest quotes, and a TED Talk someone once skimmed at lunch. Future plans include monetising 'Scrolling for Inspiration,' 'Procrastinative Meditation,' and 'Just Stepping Out to Clear My Head Until 1:30.'