Tag Archives: advertising agency

Arnold Worldwide adds Jon Drawbaugh as director of integrated production

Arnold Worldwide has named Jon Drawbaugh as EVP/director of integrated production. Reporting to global chief creative officer Jim Elliott, Drawbaugh’s role is meant to further grow the agency’s integrated production offerings across Arnold and Studio6, a content production studio that is part of the Havas Network (Arnold’s parent company). Studio6 works with Arnold as well as outside clients.

Elliott and Drawbaugh had previously worked together at Goodby, Silverstein and Partners on campaigns for various brands, including as HP and Denny’s.

Drawbaugh will oversee Arnold’s cross-channel production efforts, and work closely with EVP/director of content production Bill Goodell to advance content production efforts across Arnold’s Boston and New York offices.

“Jon comes to us with extensive experience building contemporary integrated production capabilities, and we are extremely excited to have him aboard,” says Elliott.

Prior to joining Arnold, Drawbaugh led integrated production at DDB San Francisco, where he oversaw their Speakeasy content studio. In that role, he built a team of cross-platform production experts focused on creating innovative media agnostic communications for brands like Oracle, Slim Jim, Clorox and Qualcomm — including Qualcomm’s Fabric Content film series and Invisible Museum AR app.

Previously, he worked as SVP/director of integrated production at Mullen LA. He joined Mullen from FCB West where he oversaw a wide range of integrated production assignments. He also established the Foundry, the agency’s in-house production entity, which played a critical role in winning Levi’s business. Before that, Drawbaugh was a senior producer at Goodby, Silverstein and Partners, working on top brands like Chevrolet, Sprint, Hewlett-Packard, Dickies, Comcast, Cheetos, Denny’s, eBay, Starbucks, Subway, Kayak.com and AIDES.

Behind the Title: Technical Manager Sam Johnson

NAME: Sam Johnson (@samschannel)

COMPANY: London-based VCCP (@VCCP)/VCCP Kin 
@VCCPKin

CAN YOU DESCRIBE VCCP?
VCCP is an advertising agency comprised of multiple partnership companies. VCCP Kin, one of the companies, produces content and television commercials for the partnership.

WHAT’S YOUR JOB TITLE?
Technical Manager

WHAT DOES THAT ENTAIL?
Day-to-day consultation and management of the technical staff within the production and post-production departments, whilst overseeing all the systems. R&D and project work takes up the rest of my time.

WHAT WOULD SURPRISE PEOPLE THE MOST ABOUT WHAT FALLS UNDER THAT TITLE?
I think the amount of involvement I have with the production would surprise people. Helping everyone understand what is required from a post perspective really helps with management and expectations when back in post.

WHAT’S YOUR FAVORITE PART OF THE JOB?
R&D and getting the opportunity to beta test industry software and hardware. R&D is very important to us. As an in-house company, we need to offer a similar experience to that of in-town (Soho and London) studios and cannot afford to fall behind in services offered.

WHAT’S YOUR LEAST FAVORITE?
Troubleshooting!

WHAT IS YOUR FAVORITE TIME OF THE DAY?
Mornings, because it’s the calmest part of my day!

IF YOU DIDN’T HAVE THIS JOB, WHAT WOULD YOU BE DOING INSTEAD?
Winemaker or sommelier.

HOW EARLY ON DID YOU KNOW THIS WOULD BE YOUR PATH?
I actually wanted to be an online editor or grader, but the first full day I spent in a suite “onlining” I realized it was something I really didn’t like. I decided to go down the engineering route and ended up in technical management as it offered me the freedom to be part of the whole post-production process. I also I like being a decision maker within the business. It satisfies the control freak in me!

CAN YOU NAME SOME RECENT PROJECTS YOU HAVE WORKED ON?
We are working on a personalized video project for one of our clients, which has proven technically and creatively challenging. That said, I do believe that we’ll be seeing more targeted and personalized videos/content in advertising becoming standardized, so it’s good to be part of its origins.

Finishing_Suite

WHAT IS THE PROJECT THAT YOU ARE MOST PROUD OF?
A redesign and implementation of the post-production facilities here at VCCP.

NAME THREE PIECES OF TECHNOLOGY YOU CAN’T LIVE WITHOUT.
iPhone. Terminal. Spell check.

WHAT SOCIAL MEDIA CHANNELS DO YOU FOLLOW?
No one person or channel in particular, but both production and post have a great presence on Twitter. A lot of great voices out there!

DO YOU LISTEN TO MUSIC WHILE YOU WORK?
Yes — working in an open plan office, I need music just to help me concentrate! At the moment, I’m loving the new albums from Tame Impala and Miguel. If I’m working on a business case, I love a bit of Max Richter.

WHAT DO YOU DO TO DE-STRESS FROM IT ALL?
A glass (or two!) of red, and cycling on the weekend.

Quick Chat: Ron Pomerantz brings his experience at Disney to Pongo

Not long ago 25-year-old creative agency Pongo hired Disney veteran Ron Pomerantz. In his new role, Pomerantz is heading up Pongo’s new creative content division, where he is responsible for developing strategic content for entertainment and retail brands. The new unit will develop and produce interstitial content, PSAs, commercials and B-to-B integration.

We reached out to LA-based Pomerantz to pick his brain about the move from Disney to Pongo (@GoPongoGo) and what he sees as the future for this veteran agency, whose credits include work for CBS’ CSI: Cyber, ABC’s Shark Tank and Disney Channel’s Teen Beach 2.

How long had you been at Disney, and why was now the time to make a change?
I started at Disney as a freelancer in 2000 and was hired in 2001 to help with the logo redesign and re-launch of SoapNet. In 2006, I was asked to creative direct Playhouse Disney (now Disney Junior) and Disney Channel.

I really had a great 13-year run at Disney in five different positions. I had the privilege to rebrand several of the networks multiple times, launch Disney Junior and manage and promote some really spectacularly relevant IP. But, of late, I have been eager to stretch my wings beyond the kid space. It was time for a change and time for me to return to my creative roots — making entertaining content and great brand marketing.

Pomerantz will be working directly with (L-R) Cary Sachs and Tom McGough.

Pomerantz will be working directly with (L-R) chief marketing officer Cary Sachs and  CEO/president Tom McGough.

Why Pongo? What excites you about this company and this segment of the industry?
I have worked with Pongo for almost 20 years. I have a great relationship with them and they are perfectly in line with what I want to do and explore next. Both Pongo and I want to make more pro-social, storytelling pieces in addition to great promotion and marketing… the time was right for both parties.

What changes have you seen in this industry over your career?
Well, the industry has changed quite a bit as we all have seen. Viewing habits have changed drastically as social media has risen. I think we are all aware of what is happening, but one of the strongest effects I have seen is the lack of channel branding in breaks.

Networks are increasingly promoting other entities rather than their own IP in their breaks. There is an increased franticness in the pace of promotion, and the need for ratings is driving many decisions, so brand building has taken a back seat. All this is not necessarily bad as content has become multi-platform and the content needs to be branded as much, if not more so, than the brand that made it.

How will you use your skills, honed and perfected, at Disney to help Pongo?
Disney gave me global experience with beloved brands that had to be interpreted locally. Finding emotional connections to brands and their content is at the core of what I did at Disney and that is exactly what Pongo does as well.

What do you see for Pongo’s new creative content division?
Pongo has hired me to oversee the development of strategic branded content for entertainment and retails brands. Together we are going to develop and produce interstitial content, PSAs, commercials and philanthropic presentations, but we will also delve into branding and global brand identity strategy as well. Our goal is to help clients uncover their brand essence and translate that into multi-platform content and different brand expression.

How much will you be involved in the other parts of Pongo’s business?
As much as they will let me!

Blur creates CG mischief, heroics for Skylanders spots

Ad agency 72andSunny called on Blur Studio to create CG characters and environments for two new 30-second commercials promoting Activision’s Skylanders game. Blur‘s Jeff Fowler directed Inside the Trap and a Trapping Kaos. Both feature a mix of live-action and CG as well as a fight between good and evil. It took 30 artists less than two months to complete the segments for both spots.

Jeff Fowler

Jeff Fowler

According to Fowler, “Blur’s Skylanders project began with one of our CG supervisors coming to my desk and saying, ‘If we don’t do this commercial, my son will never speak to me again.’ Never ones to shatter the dreams of children, our production staff quickly figured out a plan to fit this project into a VERY busy month for us. Sometimes the craziest schedules yield the most rewarding results, and our entire team was extremely proud of what we were able to accomplish in six weeks.”

He continues, “Working with a tough little veggie warrior and a powerful super-dwarf armed with Traptanium-infused hammers spurred our creative energy to create something like none other. We had a blast bringing a little mayhem to the world of Skylanders, where we built a village and staged a cinematic battle scene between Gulper and Food Fight.”

“Both Blur and 72andSunny are built around collaborative cultures so we were all quick to jump in together, start laughing and shape where we wanted the project to go from the outset,” reports 72andSunny creative director Tim Wolfe. “It made for amazing sessions where everyone had a voice, egos were left at the door and we were all only interested in making the best video humanly possible.

Blur_Skylanders_03 new small Blur_Skylanders_04new small

“The level of visual detail and character development Blur brought to the project was incredible. They took an already rich and fun world of Skylanders and turned up the volume helping us make something truly unique and ground-breaking for the category,” said Wolfe.

Human Worldwide provided the music and sound design, while Sound Mix Lime Studios supplied the mix.