TBWA\California Takes First Steps In Launching Its Media Arts Initiative - news in english - mediainfo

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TBWA\California Takes First Steps In Launching Its Media Arts Initiative
2006-07-17 10:34 [Médiainfó - www.mediainfo.hu]

Lee Clow, Chairman & CCO TBWA Worldwide, announced the opening of the Media Arts Lab.

The Media Arts Lab will be located in a new building half a block from the main TBWA\Chiat\Day building in Los Angeles. The new building, to be re-named The Jay Chiat Building will become the center for projects that embrace the new notion of Media Arts.

"For the last two years we've been challenging the demands of our business. Media Arts is a philosophy that puts all the ways a brand connects at the center of what we do. It requires a deep understanding of how audiences digest media and the various crafts we can use to tell brand stories" said Lee Clow, Chairman & CCO TBWA Worldwide. "Grounded in Disruption, Media Arts is informed by what I see as the new planning, including the areas of Audience Planning and Connections Planning."

The new MAL group will be led by James Vincent as President and Duncan Milner as Executive Creative Director, the current leaders on Apple, which will be MAL's core client.

"It makes sense that we take Apple and experiment with the future with them and for them" said Vincent.

MAL is made up of a broad collective of creative people from a diversity of backgrounds and media disciplines. With Apple at its core, the group will develop communication ideas that leverage all kinds of innovations including of course, those from Apple itself. It will be a place for experimentation for new ideas about connecting people with brands. The rest of the core MAL leadership team is made up of Eric Grunbaum (Creative), Elena Hale (Planning), Alex Moulle Berteaux (Brand Leadership) and Cheryl Childers (Creative Production).