Modernista!: Difference between revisions
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{{Infobox Company |
{{Infobox Company |
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|name = Modernista! LLC |
|name = Modernista! LLC |
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Revision as of 18:25, 4 April 2008
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| Company type | Independent |
|---|---|
| Industry | Advertising, Marketing |
| Founded | 2000 |
| Headquarters | ,  |
Number of locations | 3 offices in 2 countries |
Area served | World wide |
Key people | Founders: Gary Koepke Lance Jensen |
| Website | http://www.modernista.com/ |
Modernista! is an advertising agency based in Boston, MA, with offices in Detroit, MI and Amsterdam, The Netherlands.
Founded by Lance Jensen and Gary Koepke in January, 2000,[1] the agency currently represents Hearts On Fire, General Motors' Hummer (won in 2000) and Cadillac (won in 2006),[2] TIAA-CREF,[3] Product Red, and Stop Handgun Violence. Modernista! has created campaigns for clients such as Napster, Gap, Anheuser-Busch, MTV,[4] and Converse.
History
Modernista was founded by Lance Jensen and Gary Koepke in January 2000, both from a marketing/advertising background, as a startup business.[5] By October of 2000, Modernista had been appointed the advertising agency responsible for the Hummer brand (Jensen having previously been heavily involved in the Volkswagen account at his previous firm),[6] and remained closely associated with General Motors thereafter.[5] By the end of 2001, a profile of the business in Boards stated,
The fact that Modernista! employs only about 30 people and holds several accounts (Rossignol and Travel Channel on top of those mentioned above) and has no in-house broadcast department (they work with freelancers like Colleen Wellman) means that creative solutions beyond the norm are a way of life for the team. Since the Roxio campaign focused in part on using the company's software Toast to customize CD's, music was integral to the campaign. But a huge budget to license tracks wasn't available, so the creatives went grassroots, digging up tunes from indie musicians and convincing New York's Tomandandy to join the party for the sake of creativity.[5]
The company was further appointed as the Cadillac brand agency in 2006.[7] At that time, Modernista had estimated billings of $300m with some 120 staffers in Boston, and a portfolio that included a number of prestigious brands.[7]
In March 2008, Modernista! gained some attention for a redesign of its own website, which now displayed the referring page (such as Google search results) all over again, but this time with a small navigation menu overlaid in the upper left corner. Other than basic information, the menu primarily directed visitors to information from other sites, including samples of Modernista's work on Flickr and YouTube, so the effect could be described as going "siteless".[8]
References
- ^ Warner, Judy (2000-01-10). "Drive On: Jensen Exits Arnold". Adweek. Retrieved 2008-03-22.
{{cite news}}: Check date values in:|date=(help) - ^ Patton, Phil (2007-10-24). "Marketing Muscle and Guzzle". New York times. Retrieved 2008-03-26.
{{cite news}}: Check date values in:|date=(help) - ^ Carter, Bill (2003-11-11). "Modernista Is Chosen By TIAA-CREF". New York Times. Retrieved 2008-03-26.
{{cite news}}: Check date values in:|date=(help) - ^ Elliott, Stuart (2000-05-05). "MTV Networks Unit Selects Modernista". New York Times. Retrieved 2008-03-26.
{{cite news}}: Check date values in:|date=(help) - ^ a b c Hunter, Sandy (2001-11-01). "Agency: Modernista!". Boards Magazine. Retrieved 2008-03-28.
{{cite news}}: Check date values in:|date=(help) - ^ "GM Announces Modernista! as Creative Agency for the HUMMER Brand". PR Newswire. 2000-10-12. Retrieved 2008-03-28.
{{cite news}}: Check date values in:|date=(help) - ^ a b "Modernista opens European office to work on Hummer ad account". Boston Business Journal. 2006-05-26. Retrieved 2008-03-28.
{{cite news}}: Check date values in:|date=(help) - ^ "Modernista Dismantles Site, Trusts the 'Net to Share Its Ethos". MarketingVOX. 2008-03-19. Retrieved 2008-03-25.
{{cite news}}: Check date values in:|date=(help)
External links
- Modernista! website (Note that the site re-displays the page it was called from as the background)
- Conventional website ("pre-siteless") and other prior versions.