Case Study: Tool of North America
May 31, 2006 Special

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”

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.

Design, develop and execute an ongoing public and media relations campaign promoting high-caliber project work… and strategically communicating company’s status and expanding capabilities to targeted media outlets worldwide.

Established workflow with key executives to address company’s objectives. Throughout its lifespan, the proactive campaign effectively managed internal and external communications to produce and clear a steady stream of timely news releases. A database of key media pundits, analysts and leading market movers was leveraged to promote major business developments, providing global contacts with all of Tool’s latest project and development news and background materials through the web-based virtual press office.

Results – Highlights
. A dazzling variety of extraordinary creative assignments continue being fielded weekly by Tool’s directors — including the newest addition: ad industry creative/ business maverick Harry Cocciolo.
. 2004 was a banner year for Tool directors Sam Cadman, Sean Ehringer, Erich Joiner, Sam Jones, Oscar-winner Bob Richardson and Tom Routson… plus Paranoid Projects: Tool directors Poiraud and François Vogel.
. These directors’ expanding relationships with BBDO, DDB, Crispin Porter + Bogusky, Goodby Silverstein & Partners, DDB, M&C Saatchi, RPA, Saatchi & Saatchi, TBWA\Chiat\Day and many others is producing phenomenal work for top broadcast advertisers.
. Among many high-profile accomplishments, 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 Nov. 2004 feature on the world’s hottest emerging directors.

About The Darnell Works Agency
Now in its third decade of developing highly successful marketing, PR and media strategies, the Darnell Works Agency is the go-to PR firm for creative agencies, brands and entertainment ventures. Offering unmatched writing talent and inside media-expertise, agency principal Roger Darnell sets his clients apart atop their industries. Already central to billions of positive media impressions worldwide, the agency’s collaborations with leading business executives and media luminaries continue soaring to new heights.

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