Unique insights and actionable ideas from The Darnell Works Agency’s daily quest for greatness.
..Challenge.. From all reports, the feature film (and marketing) phenomenon that is known as “The Blair Witch Project” began with a group of dedicated, talented and resourceful filmmakers who were intent on using every asset at their disposal to make a successful film under their banner of Haxan Films.
by Roger Darnell ..Challenge.. Although modern studio films often have a marketing budget that exceeds $20 million, the marketers behind “My Big Fat Greek Wedding” had to make due with only $1 million. The executive team included IFC Films’ Bob Berney, producers Paul Brooks, Tom Hanks and Rita Wilson, plus Cynthia Rhea and her colleagues … Read moreMarketing Case Study: “My Big Fat Greek Wedding”
Last updated in 2006: Elite U.S. Commercial Production Company Elevates Position, Delivers Award-Winning Work for Top U.S. Agencies
“Strategic Two-Year Public Relations Campaign Designed and Executed by The Darnell Works Agency Helped Tool Maximize and Expand Its Success”
See also: TOOL MEDIA COVERAGE
Since 1995, Santa Monica-based Tool of North America has established itself among the leading U.S. commercial production companies, representing top commercial directors including Erich Joiner, Tom Routson, Oscar-winning cinematographer Bob Richardson and several other creative all stars. During the time the DWA campaign was in effect (April 2004 through May 2006), Tool also operated satellite company Paranoid Projects: Tool, which provided U.S. representation for directors Poiraud and Francois Vogel.
Executive Summary
Among many high-profile accomplishments during DWA’s two-year tenure as the PR agency of record for Tool of North America and Paranoid Projects (2004-2006), Francois Vogel’s HP “Picture Book” campaign was named Adweek’s Campaign of the Year for 2004… and also landed him in Creativity Magazine’s feature that year on the world’s hottest emerging directors. The public and media relations campaign diligently promoted commercial projects of the highest order, from top agencies, major brands, and Tool’s all-star roster of directors.
When I invented this blog five months ago, I sought to investigate the intersections of marketing, science, technology and entertainment with the objective of unearthing some practical, actionable data that would be readily useful. It’s my pleasure to dig deeper into the field of science today with a pointer to the website for Project Exploration.
Read moreClick along with a scientific expedition, right now…
As a follow-up to my “Technology bridging teens’ socialization needs article” today’s Research Brief from MediaPost Communications encapsulates a new report from Forrester Research closely examining how young people communicate. Reviewing the Research Brief and Forrester’s summary for the report, which tabulates findings from a recent survey of Canadians and Americans aged 12 to 21, reiterates the need for those wishing to reach today’s youths to understand how technology factors into these individuals’ daily lives, and the importance of appropriately “talking the talk”. Among the reports’ gems are facts that reveal that two-thirds of respondents have computers, MP3 players top their wish lists, 94% have some type of device for playing games, half prefer game play to TV, and more than half seek and rely upon friends’ and familymembers’ advice before making purchases. The size of this group, in full, is estimated at 73 million.
In a strategic marketing plan that I put together for a client last year, I wrote that the term Marketing refers to a great many activities, including market research, brand management, customer service, sales, promotions, public relations and advertising. Drawing on extensive research, I also emphasized the need to unify those activities around a common strategy, driven by a thorough, up-to-date understanding of a company and its brand. I just read several stories from the special report in the July issue of CMO Magazine entitled The Sales-Marketing Culture Clash. I recommend reading the report, and this definition of Marketing from Wikipedia.
“Showcased Spectacular Achievements and Unique Market Position”
See also: MEDIA COVERAGE
Troika Design Group was a multidisciplinary, award-winning design company in Hollywood consisting of designers, producers, animators, editors and conceptual thinkers who specialized in network branding, promotional and advertising campaigns and show packaging. The DWA public relations campaign ran from February through August of 2004.
Executive Summary
At the beginning of 2004, DWA was retained by Troika Design Group as the PR agency of record to package news and pursue targeted editorial opportunities. Beyond earning online and print recognition throughout the international design, advertising and entertainment industries, Troika also earned three 2004 Gold BDA Awards and one Silver for their work for KCET, DIRECTV and Fine Living Network.
Lasted Updated on June 1, 2003: Grammy-Winning Composer Leverages Past Recognition and New Achievements to Successfully Relaunch Commercial Music and Sound Design Company
“Strategic Public Relations Campaign Designed and Executed by The Darnell Works Agency Helps Endless Noise Command Uncommon Success”
Endless Noise: a Hollywood-based commercial music and sound design company serving the global advertising industry’s most prestigious agencies.
Executive Summary
As the PR agency of record for Grammy-winning producer and composer Jeff Elmassian from 2001 to 2003, DWA was charged with successfully relaunching music and sound design company Endless Noise. In 2002, the company earned a Gold Clio Award, an International ANDY Award, an International Monitor Award, AICP Show recognition and the London International Advertising Award for Best Sound Design (to name but a few) for their phenomenal work on Nike “Freestyle,” then went on to earn the 2003 Cannes Lion for Excellence in Music, recapture its second-straight D&AD Silver Award for Use of Music in TV and Cinema Advertising Crafts, and also score an International Andy Award in the TV category and a One Show Awards Bronze — all for their work on Nike “Before.”
“Public Relations Campaign Secures Successful Optical Media Launch and Dramatically Extends Film & Television Post Developments”
Crest Digital: A Hollywood-based provider of motion picture film lab and extensive post-production services since 1961 (including large-format telecine, subtitling, mass audio and video duplication and fulfillment), which had recently launched a full-service optical media operation.
Executive Summary
Back in 1998, Roger Darnell helped Hollywood-based Crest Digital partner with the Women in Film International Summit, the Santa Barbara International Film Festival, AFI Worldfest, IFP/West, the Slamdance Film Festival and many others while reaching millions through a balanced cross-media marketing campaign. Campaign media highlights included strategic coverage in American Cinematographer, Billboard, Daily Variety, Film&Video, Game Developer, Millimeter, New Media, The Hollywood Reporter, and other top media outlets.