Publicis Machine launches Drugstore accelerator for startups

In a world where the gap between tech startups and agencies is increasingly narrow, it should hardly be surprising that there are increasing levels of collaboration between the two types of company. A new, and pretty interesting, example of this collaboration comes in the shape of Drugstore — an accelerator aimed at connecting startups with large agency clients.

The accelerator is the brainchild of Publicis Machine and is aimed at companies that think they can provide innovative technology ideas for the local restaurant industry.

“We’re looking at any and all South African-based startups — from mobile app developers to alternative payment solution vendors,” the company says in a press release sent to Ventureburn.

“You can be beacon junkies, Arduino fiends or even general IOT tinkerers — we don’t even care if your core focus is something entirely unrelated to the restaurant industry,” it adds.

According to Publicis Machine, the week-long accelerator takes the form of an expenses paid, incubation session where three select startups will “work side by side with the agency strategy team to present an innovative, scaleable and genuinely implementable solution” for one of its clients.

While the agency couldn’t reveal the name of the client, it was able to divulge that it’s a restaurant brand which “has long represented the voice of the South African people”.

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“We don’t want to give too much of the exact client brief away just yet, but if you believe you can deliver innovation in the world of technology and believe that what you bring to the table can innovate in the restaurant space, you’re welcome to apply,” says Andy Gilder, the Head of Digital at Publicis Machine.

According to Publicis Machine, the accelerator comes with the promise of a share of a R50 000 cash pool, but that the real aim of the programme is to help it find a technology partner to “roll out the future of the local restaurant experience”.

The local Drugstore concept is inspired by Publicis Worldwide’s Drugstore, which takes the form of a £1-million co-working space in London which also organises hackathons, has its own accelerator programme and is offers a matchmaking service between startups and clients of Publicis’ various agencies.

The weeklong accelerator will take place from 2 to 6 November 2015 and will include brand inductions, multiple trade visits and critical working and ideation sessions with key brand and agency staff.

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At the end of the week, Publicis Machine says, final pitch style conceptual presentations will be delivered to a client executive and the winning team awarded a R35 000 cash prize as well as the potential contract to partner with agency and brand in delivering the solution into select stores across the national brand footprint. Second prize will receive R10 000 and third place R5 000.

In order apply for Drugstore, startups should send a company bio and any other supporting material, along with a “one page” motivational letter to drugstore@publicismachine.com to start the process. Applications must be received by no later than 16 October.

From there, Publicis Machine will shortlist prospective startups and arrange follow up meetings for face-to-face interviews and potential further questioning. On 19 October, Publicis Machine will announce three finalists who will make it through to the last round to attend the incubator phase.

The incubator phase will take place in Johannesburg from 2 to 6 November 2015, and the overall winners will be announced at a ceremony on 6 November 2015.

According to the agency, applications are open to any South African-based company which considers itself a “Tech startup” — no companies are excluded, but all entries are subject to judges’ final approval.

Anyone interested in applying and finding out more can do so on the Drugstore site.