Four local online companies have moved in together under the same corporate roof.
Ad sales firm Gorilla Nation, online publisher Atomic Online, streaming video production house Springboard and marketing agency Double Helix will become subsidiaries of a new corporation called Evolve Media Group.
Brian Fitzgerald, president, and Aaron Broder, chief executive, already owned all four companies. Paul Santello, a former exec at Moxie Interactive and French ad agency Carat, will run Evolve.
Fitzgerald told the Business Journal the heft of the combined companies will allow him to go after advertising accounts in the $1 million range, a big step up from the $100,000 contracts the companies have been signing.
Atomic Online runs sites that appeal to niche markets, such as women’s site SheKnows, while Gorilla Nation sells ads for hundreds of independent sites. Fitzgerald believes Gorilla Nation can sell ads for Atomic and its competitors, even while Atomic maintains its own sales force, without any conflicts.
“Gorilla salespeople are motivated to sell Gorilla Nation sites and SheKnows salespeople are motivated to sell their site,” he said. “The marketer will determine where the money goes. It’s not as big a conflict as you might think.”
The combined companies have 250 employees in six countries. The sites they own or represent have a combined audience of 300 million people every month.
Mothership Launches
Digital Domain, a special effects house in Venice, has launched a sister company called Mothership that will create visual magic for advertisers. The startup studio will focus on “transmedia” campaigns, meaning animation or video that works on TV, online and with mobile phones.
The strategy behind Mothership is to move Digital Domain’s Hollywood assets – including connections with top directors, animators and artists – into new media. Director Michael Bay is the company’s co-chairman, and Brent Bonacorso, a music video director, made a film to promote the Mothership launch. In addition to its television commercial effects and production, Digital Domain is famous for its effects seen in more than 75 films, including “The Curious Case of Benjamin Button” and “2012.”
Ed Ulbrich, president of Digital Domain’s commercials division, will be in charge of Mothership.
“Consumer demand for compelling content on connected devices creates an enormous opportunity for advertisers,” Ulbrich said in a statement. “A new breed of digitally literate directors and designers has emerged to meet this need. Mothership collects these talents and lets them tap into a wealth of resources, technology and expertise, so they can always produce what they envision.”
Englander’s New Site
Englander Knabe & Allen, a government relations agency based in downtown Los Angeles, has redesigned its Web site to reflect its new name.
Previously known as Englander & Associates, founder Harvey Englander now has two equity partners, Matt Knabe and Marcus Allen. The new ownership structure – and name – became effective Jan. 1.
“The new Web site has a more corporate look that is clean, user friendly and reflects EK&A work on behalf of clients,” Englander said in a statement. “The site provides visitors with a vast array of useful information about advocacy, public relations, crisis management and many other public affairs services.”
Horse Sense
Two Grand Old Party operatives have co-founded a West Hollywood political ad agency.
Charles Moran, a former deputy finance director for the California Republican Party, and Jessica Ochoa, the former leader of the College Republicans at California State University, Long Beach, are managing partners in Dark Horse LLC. The agency plans to use entertainment industry marketing techniques to create appeal for elected officials.
“Voters are developing opinions based on a constructed image,” Ochoa said in a statement. “The entertainment industry day in and day out builds images. Politics is no different.”
The agency includes two other partners, Vinnie Potestivo in New York and Phil Palisoul in Orange County.
Agencies & Accounts
Swire, a marketing communications agency in Glendora, has hired Chris Palmisano to run the agency’s New York office. Palmisano was formerly senior vice president at Young & Rubicam, where he worked on the Dannon yogurt account. … MPRM Public Relations will provide public relations and social media outreach for the TCM Classic Film Festival on April 22-25 in Hollywood. The Turner Classic Movies cable channel event will include celebrity appearances and red-carpet screenings. … Grupo Gallegos, a Hispanic agency in Long Beach, has produced a campaign called “Mucho Mas Que Leche” – “More Than Just Milk” – for the California Milk Processors Board. The three TV spots show how milk strengthens teeth, hair and muscles. … UPP Entertainment Marketing, a Burbank product placement company, has signed Carhartt as a client. Carhartt, which makes work clothes and footwear, is moving into casual fashion. UPP will place Carhartt apparel and shoes in films, TV shows and musical events. … Carl Terzian Associates has been retained to provide public relations for Reef Check, an L.A.-based non-profit promoting awareness of and protection for ocean reefs. Terzian will organize events to put the organization in contact with leaders from government, higher education, business and other non-profits.
Staff reporter Joel Russell can be reached at [email protected] or at (323) 549-5225, ext. 237.
