Former executives from Disney, NBCUniversal and Yahoo have joined to launch digital marketing agency Quantasy.
The Culver City agency opens its doors this week with 12 employees and a client list that includes Google, American Honda, Farmers Insurance and Wells Fargo.
The agency will bring together entertainment, technology and brand marketing. While agencies have traditionally concentrated on developing product-centered messages, Quantasy will devote its energy to make client brands a part of pop culture and to facilitate interaction with customers.
Will Campbell heads the Quantasy team, which includes Danilo Roque, a former Universal executive who will be a technical producer at Quantasy, and Hong Le, a former senior engineer at Yahoo who will work on software development.
Campbell, the agency’s chief executive and a former marketing executive at Disney, said the three have worked together on consulting projects and decided to form a company merging their skills.
“When it comes to brand-building, entertainment, advertising, technology and culture should no longer be handled as separate entities by separate shops or even separate departments within shops,” Campbell said. “On every project we identify the culture driving the decisions of the consumer base.”
For example, during their consulting phase the agency created the Ball Is Life iPhone app for Slam, a basketball magazine. The trio analyzed basketball culture including clothing, lifestyle and feelings toward the game to create an e-commerce mobile site for the client.
In addition to apps, the agency plans to concentrate on branded online video, mobile advertising and talent partnerships.
Low-Cost Cable
Inter/Media Group plans to sell one newfangled gadget by using an invention of its own.
The Woodland Hills shop, which specializes in direct-response TV ads, has signed with Care Concepts to sell the medical device maker’s new meter that measures both blood pressure and blood glucose. The product is for diabetics, their families and caregivers.
Inter/Media has produced 30- and 60-second commercials that will air on cable channels MSNBC, OWN and Soap. In addition, the agency will use its own CPM Network. By making last-minute buys on various cable channels, the agency looks to book lower rates for its advertisers.
“Care Concepts has found in Inter/Media a TV partner that knows our customer and has a highly successful proven track record in our industry,” Sam Kim, chief operations officer at Care Concepts, said in a statement. “Fortunately, there is no learning curve and that enables us to immediately tap into Inter/Media’s buying clout.”
Deutsch Offline
Zillow, a real estate information site based in Seattle, has hired Deutsch LA to produce its first offline ad campaign.
The six-year-old Zillow debuted a TV spot earlier this month that explains how the website can help house hunters with data and market insights. The TV commercial will run nationally and in select cities during the fall.
“We’re ready to learn how offline advertising can impact our growth and introduce the Zillow brand to even more people,” Amy Bohutinsky, Zillow’s chief marketing officer, said in a statement. “Because this is our first foray into offline advertising, we wanted an agency with a strong creative legacy and a proven track record in building brands.”
Deutsch LA will handle all creative, account planning and media buying for Zillow. The West L.A. agency has about 450 employees, and works with clients including Target, Sony and Anthem Blue Cross.
Agencies & Accounts
BPG Advertising in the Fairfax district of Los Angeles has created a branding division led by new creative director Elaine Cantwell. She is a former on-air producer of TV show promotions for Showtime, ABC and A&E. … Chicago ad agency Trisect has opened an office in El Segundo. Clients include US Cellular, DeVry University and Scott. The El Segundo office will begin with the Kawasaki account. West Coast Managing Director Tom Stiefermann, who led the Kawasaki business for several years from Chicago before relocating, will head the office. … L.A.-based PR firm Olmstead Williams Communications won the best speech award from National PR Daily in New York. The winning speech was for translation service Language Line Services. … FilmL.A., a non-profit community film permitting agency in Los Angeles, has hired Philip Sokoloski for the new position of vice president of integrated communications. Sokoloski will plan, execute and measure promotional campaigns for L.A.’s film industry. The job will also include media relations, community outreach and market research.
Staff reporter Joel Russell can be reached at [email protected] or (323) 549-5225, ext. 237.
