Roger Darnell

Publisher, press agent, producer and writer Roger Darnell is the principal of The Darnell Works Agency, the PR firm for the creative and high-tech industries.

Cause Marketing Case Study: MTV Networks International’s “Burma Viral”

Cyclone Nargis hit Burma on May 3, 2008, dramatically increasing the suffering of more than 55 million people already living under the unjust rule of a notorious military government. News of the peaceful 2007 protests of hundreds of thousands of Burmese citizens reached the world over the internet, inciting executives from MTV and Ogilvy and Mather into action. Together, these groups enrolled many key players in creating, distributing and promoting a poignant, dramatic short film, targeted to MTV viewers and influential passionistas worldwide, all to urge the global community to support the people of Burma and donate to relief efforts.

Read moreCause Marketing Case Study: MTV Networks International’s “Burma Viral”

A ray of hope from Levi’s and Walt Whitman, courtesy of Wieden+Kennedy

Since the world we live in is constantly changing, I guess it’s pretty easy to feel that anything from ‘yesterday’ is irrelevent. I recently read a critique of one of my clients’ latest ad campaigns, where the facets included a couple of really cool and interesting microsites. The critical comment said, “Microsites are so five minutes ago.” It made me think, my how some people love to hear themselves talk, even when their words make no sense. Earlier this month, Wieden+Kennedy Portland launched an arguably fascinating initiative for Levi’s called the GoForth campaign, which features the “America” spot I’ve embedded above.

Read moreA ray of hope from Levi’s and Walt Whitman, courtesy of Wieden+Kennedy

Stardust Studios… going places!

Bicoastal U.S. creative production company Stardust Studios recently announced its new representation agreement with London-based production company Rokkit, which immediately extends Stardust’s active marketing presence within the creative, commercial and music video production communities across the UK, Europe and Asia.

Read moreStardust Studios… going places!

Honorable Murray Silver, on Rev. Martin Luther “Daddy” King, Senior

My dear friend, the Honorable Murray Silver, Esquire, was recorded during a June 2008 presentation for students and faculty of Hilton Head Preparatory School, honoring Rev. Martin Luther “Daddy” King, Senior. A world-famous trial lawyer, former Atlanta Municipal Court Judge and long-serving advisor to the Martin Luther King, Jr., Center for Non-Violent Social Change, Mr. Silver had a close personal friendship with Daddy King that lasted for many years, and intertwines their fates to this very day.

Read moreHonorable Murray Silver, on Rev. Martin Luther “Daddy” King, Senior

Let’s give them something to talk about: Trendhunter’s top 10 publicity stunts

Jeremy Gutsche, the colorfully successful founder of Trendhunter.com, presents this Trendhunter TV feature entitled “Top 10 Publicity Stunts.” Chronicling Improv Everywhere’s 2008 Grand Central Station stunt in New York city, the recent “Sound of Music” performance in Antwerp’s Central Station, and other sensational videos deemed “Must See” by enough people to ensure they’ve quite likely … Read moreLet’s give them something to talk about: Trendhunter’s top 10 publicity stunts

At age 23, self-styled creative agency ATTIK keeps making “Noise”

Ask the world’s leading entrepreneurs, top-level marketers, and graphic designers what companies have inspired them the most over the past 20 years, and you will very likely hear the name ATTIK. In 2002, when Advertising Age reported that Toyota had “stunned” the automotive industry by naming a “little-known graphic design shop-cum-advertising agency” to handle its new youth brand, in validating their choice, ATTIK’s newest clients quickly pointed to the firm’s design aesthetic and its strategic thinking.

Read moreAt age 23, self-styled creative agency ATTIK keeps making “Noise”

Under Armour Brings Drug-Free Drama Back to Baseball

Here’s a great story from Adrants.com’s Angela Natividad on a new commercial my clients at creative production company Shilo brought to life for Under Armour. “Instinct Fast” stars New York Mets All-Star Jose Reyes stealing two bases in one pitch. The spot also features a theatrical original score from Echolab….read more

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