We've all heard it: branding and consumerism in the 21st Century is a global village, a place of hyper-specialization and fragmentation, right? Well, one very current trend that seems to be going against that tide lies in a new generation of "polymath creatives" that is discreetly but powerfully shaping luxury markets from automobile design to fashion.
Before the digital revolution, advertising creatives and designers had to master narrowly focused knowledge and skill sets to optimize the consumer's engagement with a brand messages. Today, it is essential to understand consumer engagement with each discrete medium and how the interaction among those media influences brand message delivery.
Boston-based Small Army said it has launched a new video division called Small Army Studios. Small Army's executive creative director, Steve Kolander, will serve as president of the new unit. Design Director Sam Pitino will become the studios' associate creative director.
In Amsterdam, a spring fashion lookbook was transformed into an extreme cookbook, full of recipes using street-legal drugs. The agency Arnold Amsterdam created "Baked" to drive attention to European online men's fashion store FreshCotton.com's launch of an exclusive, special edition Stussy Amsterdam T-shirt that costs 35 euro.
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Kathy DiToro, a noted producer with more than 25 years of experience, is joining Martin Williams Advertising as VP, director of content production.
In this newly created role, she will leadthe agency’s content studio offering, developing digital and video content to complement the output of the agency's existing broadcast and digital teams.
DiToro’s appointment is astrategic expansion of the company’s existing offerings, meeting a market need for quick-turnaround, highly creative content production, the agency stated.
Most recently, she developedand directed Craft Minneapolis, a studio for creative content production. She began her production career at Ogilvy New York before stints at Campbell Mithun and McCann Minneapolis.
Kevin Jennings, a former nonprofit leader and Obama official, plans to expand the museum’s reach through virtual and augmented reality.
Cycling, boxing and running studios, as well as some full-service gyms, are using sophisticated lighting systems to heighten the exercise experience.