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Case Study: ATTIK

Last Updated Aug. 18, 2014: Global Creative Agency ATTIK Evolves, Continues Delivering Spectacular Client Returns

Dynamic Public Relations Campaign Effectively Positions Company and Its Key Customers, Sustains Growth
See also: ATTIK MEDIA COVERAGE

Established in the mid-1980s in northern England, ATTIK Ltd. quickly earned a worldwide reputation for sensational design, and by the late 1990s, had successfully expanded across the U.S. and into Sydney, Australia. In 2001, the company scaled back, refocused, and soon emerged with a boldly expanded approach — and an extraordinary new client: Scion. Acquired in 2007 by Dentsu, today ATTIK is a global creative agency successfully engaging customers with some of the world’s most phenomenal brands. Read more

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Doug Pray: Thanks for the Documentaries

Award-winning documentary filmmaker Doug Pray‘s exuberant portraits of subcultures and maverick individuals have led him to three Sundance premieres, critical raves, numerous awards, and worldwide distribution. His feature documentaries include the Emmy Award-winning “Art & Copy,” a film about creativity and advertising, “Big Rig” a 40,000 mile road film about independent, long-haul truck drivers, “Infamy,” an intense journey into the lives and art of six notorious graffiti writers, “Scratch,” a celebration of hip-hop DJs and turntablism, his first film, “Hype!,” which told the story about the emergence and explosion of the early ’90s Seattle music scene that remains on Rolling Stone’s Top 10 list of best rock DVD’s of all time – and “Surfwise” the amazing odyssey of the Paskowitz surfing family.

Doug has directed dozens of commissioned short films and documentary-style commercials for a wide range of major clients, including Read more

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Scion’s moving story…

The evolving brand campaign from Scion and its creative agency of record ATTIK debuted in late September, and the newest facet entitled Motivate launched last week. Motivate presents young self-starters in the creative arts community with opportunities to achieve their dreams by winning personal business mentors, up to $10,000 and Scion vehicles. Full contest rules and details are now available at www.scion.com/motivate.

“Ten years ago, the forward-looking people behind Scion gave us the opportunity to help them learn from, and impact the lives of, new generations of self-starters,” said Simon Needham, ATTIK’s co-founder and executive creative director, who has also directed most of the Scion TV and cinema spots over the years, including the newest ones. “They set out to offer quality vehicles that allow drivers to express their personalities and lifestyles while also being affordable, and they also made real commitments to fostering and supporting people who follow their passions.

“In many ways, I feel like I was the first of the young creative people to benefit from Scion’s unique values,” Needham continued. “With each new step and each new person reached or impacted, everyone at ATTIK takes great pride in being part of Scion’s phenomenal story as it continues to evolve.”

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Scion and ATTIK rev up…

So far, 2012 has proven to be a very exciting year for Scion, the automotive brand from Toyota Motor Sales USA developed specifically for the new generation of youthful buyers. Focused on providing distinctive products, opportunities to personalize, and an innovative, consumer-driven process at the retail level, Scion supports originality through its programs in the artistic community. For the past ten years, global creative agency ATTIK has served as the pioneering brand’s creative agency of record, and this is most certainly a watershed year for their partnership. In March, with ATTIK’s support, Scion launched the first of its two new models set to be unveiled this year, and it also debuted a completely new website at www.scion.com. For the inside scoop on these and Scion’s other ambitious initiatives, check out the cover story from Brian Quinton for the April/May issue of the illustrious Chief Marketer Magazine: Scion Revs Up: Buzz-worthy Web Content Helps Carmaker Reach New Generation.

Also worth noting, a main subject of this story is Scion National Marketing and Communications Manager Owen Peacock, shown above on the cover of Chief Marketer’s current issue. Owen’s photos were masterfully captured by my lifelong friend, LA-based imagemaker Tommy Ewasko. More of Tommy’s photos from the shoot appear here on his Travelin’ Joe blog.

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ATTIK’s hot summer

This summer’s shaping up nicely at global creative agency ATTIK, where co-founder and ECD Simon Needham and company have sprung forth Zeus himself for their Scion Release Series tC 7.0 cross-media campaign — while also adding a lot of impressive new talents in San Francisco. In June, they welcomed two new ACDs: internationally recognized creative and art director Rey Andrade, and renowned brand and experience design leader Paul Wang. Senior digital art director David Ziganay, and senior interactive producer Scott Howe came onboard in May. For their newest developments, please visit www.attik.com.

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Case Study: Scion + ATTIK – “United By Individuality”


In 2008, global creative agency ATTIK and Scion launched the “United By Individuality” branding campaign. The agency recently produced this case study encapsulation above.

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Creative collaborations: ATTIK and Shilo for Scion


Over the past several years, global creative agency ATTIK has teamed up many times with creative production company Shilo on behalf of Scion. It’s my sincere pleasure to share some of their best collaborative efforts here.

For more information, please visit http://attik.com, http://shilo.tv and http://scion.com.

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Behind the lens with ATTIK’s Simon Needham


As the co-founder of global creative agency ATTIK, and the creative director for ATTIK U.S., Simon Needham has already made an impressive impact on the marketing industry. ATTIK recently published NoiseFive, the latest of its self-guided, experimental, collectible design publications, and with each passing day, Simon continues to innovate alongside the world’s premier marketers — and the extremely talented artisans and craftspeople working with or within ATTIK on its latest campaigns. Read more

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Setting sights for higher success in 2008…

Big thanks to New York-based experiential marketing agency Renegade‘s CEO/president Drew Neisser for contributing the thoughtful “Top Ten: Marketing Ideas To Consider in 2008” piece to ChiefMarketer.com. Drew provides some great tips in his piece — here are my notes on his topical ideas for entrepreneurs planning new ways to maximize what may be the most viable new developments, inroads and innovations in the field of marketing.


. Customer Service: Drew concludes his list with a great point about ‘marketing as service.’ What could be a better focus for marketing initiatives than solving problems for your customers, or making it easier for them to do business with you?

. Experience Marketing: In my humble opinion, the Toyota family is leading the way in creating brand experiences which translate into customer engagement and loyalty — and marketplace success. One example from an amazing 2007 playbook includes the recent ExpreScion Alcatraz event cooked-up by my clients at ATTIK. What brand experience could drive all other facets of your 2008 marketing and communications?

. Virtual clubbing: Maximizing social networks from the large and ubiquitous to the small and tightly targeted currently rank among chief marketers’ highest priorities. How can you improve your business with the help of your v-friends?

. Gaming: There’s a fascinating story in Adweek today about how the U.S. Army has made its virtual reality warfare game into an interactive exhibit that’s helping to boost recruits — even now. Do consumers’ interests in gaming offer unique opportunities to engage, entertain and/or educate your target audiences?

. Going green: From the business perspective, corporate social responsibility seems largely to have migrated toward environmentalism. Forbes “Going Green” coverage and MSNBC’s “Going Green Special Report” reveal more specifics. How can a green strategy drive your success in the year to come?

. Mobile: With cell phone capabilities expanding and use steadily increasing, specific opportunities to successfully market over mobile phones are ripening. Should people be hearing or seeing your company on their cell phones in some strategic way(s) now?

. Outdoor Marketing 2.0: We’re familiar with billboards, but add-in RFID, motion sensors, GPS and other high-tech innovations, and we are well on our way to the worlds of “Blade Runner” and “Minority Report.” My clients at visual effects design company a52 contributed to a forward-looking outdoor Lexus campaign from Team One that Brandweek covered — and other out-of-home media like in-theater, in-gym, etc. video networks are also getting smarter. Any lucrative ideas for personalizing your large-scale messages, or using technology to make them more interactive?

. Search Engine Marketing: The trend Drew points up is the rise of behavioral targeting over contextual targeting for marketing via search engines. Might such a tweak offer you an advantage?

. Online video: Evidently a result of most computer users having broadband connections, our YouTube nation is fully wired for video, and offerings like Hulu.com, iTunes, Joost and LiveStation are making the online experience more TV-like every day. Not long ago, the prospect of a 500-channel cable universe made us light-headed, while today, many netizens have a good sense of where and how to tune into their favorite short- and long-form video content from literally thousands of “channel” choices. Online video is being seen — so maybe you can make your own and get it out there… or leap into your chosen role behind the scenes?

. Widgets: With the proliferation of websites, online communities and social networks, and with each trying to out-do the other to make it more sticky, engaging or useful, some software developers are creating stand-alone programs that push or pull specific data in delightful ways (if you’re not among the hundreds of millions using them already, check out Yahoo Widgets). What could you do with a widget that bundles some or all of these trends above and forms a new two-way information channel between yourself and your customers?

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At its best, marketing is getting unreal…


Another great feature story in the February issue of Wired is entitled “A Second Life for MTV” and is written by Mark Wallace of the endlessly fascinating blog 3pointD.com. In the Wired feature, Wallace writes about the developments inside of MTV that led to the development and launch of the Virtual Laguna Beach community virtual world of 3D avatars. Reportedly drawing some 300,000 members during its first 10 weeks, the story breaks down the current community as being 40 percent below the age of 17, and 55 percent teenage girls overall. With mainstream and trade publications raving about how virtual communities and in-game marketing are offering brand marketers so many wonderful new opportunities, it’s great to see MTV leading the way in putting virtual reality to work in promoting their “Laguna Beach: The Real Orange County” reality series. Read more

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