Ad Firm Set To Move On Clients

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The creative minds at ad agency TBWAChiatDay have spun off a new company that will produce its own “passion projects” such as films, books and websites.

And in keeping with its unconventional business model, the new venture has a different kind of headquarters: a full-size tour bus.

Let There Be Dragons, the name of the company that launched May 18, will try to tap the talent at the Playa del Mar ad shop to create commercially viable products. Dragon workers have already published a book based on the tweets of TBWA Worldwide Chairman Lee Clows and are producing a film about Frank Gehry, the famed architect who shares a building with TBWAChiatDay.

“Everyone has these passion projects and it’s hard to bring them to fruition,” said Jennifer Golub, executive director of Let There Be Dragons. “We have talent submitting projects that we will vet and select to execute.”

Golub feels the bus makes a statement about how the company will accomplish its mission.

“The bus came out of practical considerations,” she said. “It brings the idea of mobility for meetings or location filming, and it’s a cost-effective solution for space.”

The bus has nine work stations and several meeting areas with sofas. It also can provide an outdoor space, with an awning and some portable lawn chairs. The parking lot at TBWAChiat

Day’s office serves as home base for the vehicle.

The company has three employees and draws writers or artists from ChiatDay as needed for specific projects. The startup is funded by Omnicom Inc., the New York-based parent corporation of TBWA.

The name Let There Be Dragons is based on 16th century cartographers who put the phrase “There Be Dragons” to identify uncharted waters on maps.

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