A new PR agency with a political agenda has opened in Hollywood.
Steve Caplan, former partner at political shop GMMB, and three co-founders have launched startup Message. The agency isn’t partisan but does plan to bring a political style of message-sharing to corporations, government agencies and non-profits.
Caplan believes that brands, like candidates, need to find a core idea and stay “on message.” He cites Bill Clinton’s phrase “It’s the economy, stupid” and President Obama’s mantra of hope as two examples of the technique.
“Brands have begun to realize there’s power in a disciplined message,” he said. “Discipline means getting the same message out through every medium, from advertising to internal communications with employees.”
Message’s other partners bring expertise in distribution. Russell Banks, executive creative director, has an advertising background; Evelyn Iritani is a Pulitzer Prize-winning journalist formerly with the Los Angeles Times; and Sarah Heering, media strategist, comes from direct-response TV buying.
Caplan formerly was general manager in the L.A. office of GMMB, a Washington, D.C.-based agency that managed campaigns for Obama; Sen. Harry Reid, D-Nev.; the United Nations; and Mothers Against Drunk Driving. Previously, he worked as executive vice president at the Independent Commercial Producers Association.
Message starts with two accounts: Cathedral City, a Riverside County municipality facing a budget crisis; and EEG Institute, a neurological clinic in Woodland Hills.
Moving to TV
Advertising agency BBH LA is moving to a new office to expand its development of TV shows on behalf of clients.
London-based BBH opened an L.A. office in 2010 with two employees based in Frank Sinatra’s former bungalow on the United Artists studio lot. The office now has 13 people and will move to larger quarters at 8360 Melrose Avenue in West Hollywood. Clients include Axe deodorant, the Los Angeles County Museum of Art and Justin Bieber’s Girlfriend fragrance.
BBH LA produces branded content for clients. In the last two years, it created and produced a brand TV series, MTV’s “Axe Gamekillers,” and a long-form TV ad that went viral on YouTube, Smirnoff’s “Tea Partay.”
“People pay to see what Hollywood makes and they pay to not see what Madison Avenue makes,” Pelle Sjoenell, executive creative director, said in a statement. “Establishing our presence on the West Coast puts us at the heart of the entertainment industry, where we can be inspired to continue to do great work.”
Campaigner for Hire
Kian Kaeni has joined downtown L.A. PR firm Englander Knabe & Allen as managing director of EKA Campaigns, the company’s election division. In his new position, Kaeni will consult and run campaigns for EKA clients.
Kaeni comes to the job from the office of Los Angeles City Councilman Paul Koretz, where he served as senior legislative deputy. Kaeni ran Koretz’s campaign for the council seat in 2009.
Agencies & Accounts
Buster, a visual effects studio owned by ad agency Stun Creative, has produced the cinema trailer to promote Ubisoft’s “Just Dance 4” video game. The trailer mixes live-action dancers with avatar characters from the game to create party scenes. “Just Dance 3” was the second best-selling game worldwide in 2011. … Gary Goldhammer is the new U.S. chief digital strategist for PR agency Hill & Knowlton Strategies. He will work in H&K’s downtown L.A. office. Goldhammer previously served as head of West Coast client services for San Francisco-based digital agency Velocidi.
Staff reporter Joel Russell can be reached at [email protected] or at (323) 549-5225, ext. 237.
