Boston ad shop Modernista and California

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The TV spot is for a new mobile And it’s pure . The piec e represents not just a chancre for the Boston agency that created the ad to rebound from amajorf client’s bankruptcy. The exotic advertisement also is part of a huge campaigby Inc. (Nasdaq: PALM), the company that laid the foundatiohn for smartphones such as the to returnto prominence. “This launch is huge for Palm,” said Colleenj Bullington, the senior advertising managerr atthe Sunnyvale, Calif., operation. “This is nothingg short of relaunching the company and from a marketingstandpoing we’re relaunching the brand.” “Palm has fallen off the map a littlee bit,” she added.
“There’s a lot of fresy enthusiasm and excitement at thecompany now. ... There’ s almost a startup mentality here. The whole company is singularlt focused on this Palm would not disclose billings for the titled “Flow,” but trade publications put the total for the campaign at abouty $30 million in billings. The who rehearsed for several weeks to preparw forthe shoot, are meant to convey the ease and intuitivenessx of the Palm Pre’s agency executives said.
For Modernista, which nabbed the plumb Palm assignmentlast December, the Pre’s launcn has been good news both in terms of the cash cominhg into the shop and the high-profiles nature of the campaign. The timing of the win is “prettyg important, frankly. Obviously the revenue for Hummer isn’t what it was in 2005 and 2006. is filling that gap, which is great,” said Lancse Jensen, Modernista co-founder and executive creative “It’s not like we’re closingh our doors or anything, but want to grow like everybodgy does. This is a good For the past year Modernista has been operatingv under a shadow cast by its largesttclient GM.
Since 2006, Modernistq has handled creative for its Hummer andCadillacf brands. Combined, the accountsw were once worth areported $850 million in billings. they are worth a fraction of that. Modernista’s employee ranks have thinned to95 employees, from a high of 157 stafferd in 2008. Smartphones represenyt “a good category for us to be Jensen said. “It gets us into the most important consumedr technologyavailable today.” If Modernista’s short-termk success is tethered to the success of the Palm Pre, earlyy sales are positive.
Palm has alreadg sold around 300,000 units of the Pre (double what analysts and is producingaround 15,000 units per day, Edwar Snyder, a mobile phonre analyst for Charter Equity Research, wrote in a report cited by the New York Times. Palm does not disclose salesx data. The Palm Pre retailes for $199 and went on sale in earlgy June. is the exclusive U.S. carrier. Palm’zs stock price has risen steadily in recenr weeks and is currently trading at justunder $16 per “For Modernista, getting an assignment like this will put them back on the map and show that they’rew alive and well and that they’re able to work in a spaces that is current,” said Judy Neer, presideng of advertising search consultancy Pile and Co.
Inc. in “It is the kind of (assignment) that every agency would like to get when they have been in a situation where one of their clientsw has goneinto bankruptcy.” Modernista’s last big commercial shoot was abouty two years ago for Cadillac and includes TV spots featuring celebrities, including “Grey’s Anatomy” actresse Kate Walsh. The agency also handles advertisintg for Hearts on Fire diamondsand , among Inspiration for “Flow” came from the openinfg ceremonies of the Beijing Olympics, Jensen said. “Wde just wanted to set a different mood for Palm and try to come up with stuft that willbreak through.
It’es what we always do — try to get The entire campaign is composed of severaol TV spots andonline components. Commercialas will air on both network and cableTV “About four months ago, people would say Blackberry and Now they’re saying Blackberry, Palm and iPhone,” Jensenj said. “We’re always going to be in competitio withthe iPhone, but that’s fantastic.
At least we’rew on the field with