You wouldn’t count on something much less: Stun Inventive, considered one of Hollywood’s high advertising businesses and manufacturing corporations, is celebrating its 20th birthday with a three-way merger that has led to the institution of Identified, a contemporary advertising firm that claims its artistic work going ahead will likely be equal elements analytics and artwork.
The brand new firm was fashioned in February and combines Stun Inventive with the info science, analysis and technique of Schireson Assoc. and Blackbird. Identified is headed by Kern Schireson as chairman and CEO. Schireson lately returned to the corporate that bore his title after 5 years as chief knowledge officer at Viacom, the place he was hailed for having led the transformation of superior promoting for tv.
“There’s an explosion of platforms and alternatives to achieve shoppers, however we even have an more and more refined inhabitants on the market that expects their time and a spotlight to be handled with respect,” Schireson says. “If you wish to be efficient, you possibly can’t simply soar up in entrance of shoppers — and that’s the place the three legs of our enterprise come collectively: You’ve got the technique to establish who you’re and what your model means; the science to determine how, when and the place to achieve your viewers; and the studio that may ship all of that fantastically and evocatively.”
Stun Inventive founders and principals Brad Roth and Mark Feldstein, as presidents of Identified Studios, proceed to steer the artistic cost. Schireson refers to them as “world-class artistic leaders with an unimaginable legacy who’re nonetheless centered on the long run and potential on what artistic can grow to be.”
Roth and Feldstein, each self-professed “pop-culture junkies,” say the brand new firm shares the identical philosophy behind Stun Inventive’s early successes.
“We needed to do issues otherwise and higher than the opposite artistic retailers,” Roth says. “What propelled us then, and nonetheless propels us in the present day, is telling tales and inventive campaigns that persons are going to speak about — which might be significant, and that can hopefully drive some client habits as effectively.”
“When Stun launched as a artistic company and a industrial manufacturing firm in 2000 we centered on servicing the leisure trade,” Feldstein provides. “Key to our successes has been our skill to adapt and increase our shopper portfolio past leisure into client manufacturers. It was that you just did one or the opposite. We’ve at all times felt that nice storytelling and world class artistic and manufacturing might be utilized anyplace.”
Stun is a three-time winner of the celebrated PromaxBDA North American Company of the 12 months Award (2017, 2014, 2013). “We have now had the privilege to be working with a various roster of purchasers, from Google to Citi, from Disney to Microsoft, from Unilever to Rockefeller Heart,” Roth says. Identified for its sensible, humorous, celebrity-driven work, the corporate has produced promotional campaigns starring the likes of Larry David, Andy Samberg, Jack Black, Conan O’Brien, Magic Johnson and Dwayne “The Rock” Johnson.
Out of the gate, Stun staged a “provocative” cream pie battle between Ginger and Mary Ann to advertise the TBS actuality sequence “The Actual Gilligan’s Island” on the peak of the cable period.
“We crashed the Turner web site,” Feldstein says.
A short while later, for TV Land, Stun created a hip-hop video with Mr. T and Tony Randall, each in tracksuits. “Discuss a brand new odd couple,” Roth says.
The 2 Stun founders say the merger with Schireson Associates and Blackbird was pushed by the identical philosophy that helped energy the corporate’s early development: to carry all of a marketing campaign’s shifting elements into one operation.
“After we began this in 2000, corporations have been rather more siloed,” Feldstein says. “We have been among the many first to mix artistic with live-action manufacturing so we might management each side of making content material.”
“We mentioned, ‘why can’t we mix peanut butter with chocolate?’” Roth says. “After which we began to carry into our ecosystem different providers like a design and animation studio, and a key artwork studio, in order we grew organically all the pieces linked again to reaching individuals and telling an awesome story throughout all client contact factors.”
Feldstein says Stun, Schireson and Blackbird have been working intently collectively for years. “We have been all in the identical circle, engaged on the identical manufacturers, however working independently,” he says. “And we thought we might be a lot extra impactful if we might mix and repair these purchasers collectively, in a seamless means. We began presenting ourselves as one group even earlier than the deal got here collectively, and the manufacturers immediately rallied behind us.”
Identified, Roth says, “is a contemporary advertising firm constructed for 2020, not 20 years in the past. Advertising and marketing has modified so dramatically; all the pieces has migrated into digital, and with
audiences rising increasingly fractured, it’s grow to be more and more troublesome to get anybody to concentrate to merchandise or reveals. You really want to know your viewers, and never simply who they’re, however how one can attain them. So to have the facility of information science
and analytics permits us to establish and attain not simply an addressable viewers, however a persuadable viewers. We put knowledge science on the middle of all the pieces we do, and that permits us to construct campaigns to achieve the fitting individuals on the fitting platform on the