DWA Case Study


		CASE STUDY

Design Industry Veteran and Multimedia Artist Saam Gabbay Successfully Launches Unique Broadcast Design and Animation Company

Strategic Launch and Strategic Promotional Support Handled by The Darnell Works Agency

Humunculus, a creative communications and design studio based in Venice, Calif., provides a full complement of creative and production services to television networks, ad agencies, entertainment companies and major corporations.

Challenge
Employ professional media relations as the primary means of launching an ambitious design firm and providing ongoing support to the company's evolving business development objectives.

Approach
Extensive research was conducted to analyze the marketplace and the founder's explicit ideas for shaping the image and positioning of his new company. Key messaging was refined and a customized approach was adopted for all communications announcing the new company and its offerings to design industry trade media representatives in relevant sectors around the world. After initial contacts in support of launch, ongoing trade media relations were maintained across numerous fields of design. As new opportunities arose to leverage the existing media relationships, agency served company as news bureau. Every effort was also made to maximize and extend relationships with company's ad agency and studio clients.

Results - Highights

On the date of the company's launch and over the weeks that followed, Humunculus enjoyed a steady stream of local business and international news coverage, including a major profile on Apple.com.

Global project exposure included print, online and electronic compilations from high-profile design industry publications in all parts of the world.

Company became a target for emerging design talent and made many remarkable additions to its staff.

The combined posioning accomplishments successfully supported extraordinary developments in the television, music, live event, feature film and advertising industries.

Saam Gabbay continues leveraging the campaign's media relationships in his colorful career as an innovative multimedia artist.

About The Darnell Works Agency
The Darnell Works Agency supports some of the world's most innovative business ventures by providing intelligent business counsel, helping leaders build, showcase and leverage meaningful accomplishments, and combining proven strategic foresight with cross-media communications expertise to achieve specific aims and objectives. Since 1990, principal Roger Darnell has successfully served hundreds of leading executives and working members of the press, resulting in over a billion positive media impressions worldwide, and earning DWA's reputation as a leading agency for crafting and delivering brand communications campaigns that are effective -- and genuinely interesting.