Hasta La Creative!

Production house DNA has partnered with full service TV commercial representation company Hilly Reps for midwest representation.

“Working with Hilly Reps offers a huge advantage for our sales team,” explains DNA executive producer Patricia Judice. “We’re excited to work with people who not only understand our needs, but who also have a solid understanding of what happens on the content creation and direction side.”

The Hilly Reps team is led by Hillary Herbst, who launched the firm in 1981, and Sonia Blum, a former agency account director at both FCB and Euro RSCG, and former director of business development for a local production company. Together, Herbst and Blum hope to lead their team to drive DNA’s sales “by pairing the studio’s all-star list of directors with a wide range of top-tier creative projects.”

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Philly-based independent creative agency, Red Tettemer O’Connell + Partners today announced the appointment of Ryan Scott as its first west coast vice president and group creative director. In the newly crated position, Scott will report directly to partners Steve Red (President and CCO) and Steve O’Connell (ECD).

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Creative content agency Bonfire Labs continues its growth with the addition of three top-level hires: executive producer Tim Pries, producer John Hunt and designer Judy Leung. The company, which grew by 33% last year, sees the hires as a means “to accommodate burgeoning client demand and enhance its staff infrastructure.”

Executive producer Tim Pries is already a familiar face around Bonfire Labs, having worked with many of the Bonfire crew throughout his career. His most recent collaboration came while he was an executive producer at Google’s Brand Studio. Before that position, Pries served as executive producer at Goodby, Silverstein & Partners’ post/motion division, eLevel, where he worked alongside several Bonfire alums creating work for the likes of TDAmeritrade, Chevy, Sprint, HP, Adobe, Cisco, YouTube, NBA and Comcast. He began his career at the San Francisco based VFX studio, Radium.

John Hunt arrives at Bonfire following eight seasons as a live-action producer on the Discovery Channel’s MythBusters. His resume also includes work on Emmy Award-winning legal drama The Practice, and showson FOX, Animal Planet, and Australia’s Nine Network. In addition, Hunt “has been a presenter on educational programming at the National Science Teachers Association Conference, and produced digital media for Discovery in partnership with General Electric.”

Judy Leung “is accomplished in multiple design disciplines, ranging from graphic design and typography through to photo color correction and retouching.” She has previously worked with the Pacifica Chamber of Commerce, Hyphen Magazine and as a team lead for Minted.

“We are pleased to add these uniquely talented individuals to the roster of talent already at Bonfire Labs,” said Bonfire Labs’ managing director Jim Bartel. “Each of them will make a valuable contribution as we continue to leverage our unique position in the industry.”

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The Mars Agency, formerly known as MARS, “the new-age leader in next generation shopper marketing,” announces an international rebrand today.

The reinvention impacts all of the agency’s entities throughout the U.S., U.K, and Canada, a result of the agency’s vision expanding “far beyond the traditional definition of shopper marketing to lead the charge in next generation integrated marketing.” This announcement comes on the heels of several international client wins, including being added to the Chobani roster last November. The 42-year-old, Southfield, MI-based agency was also named the first or second place independent shopper marketing agency in The Hub Magazine for the seventh consecutive year.

“At one point in time, advertising simply meant producing an ad and placing it,” explained Ken Barnett, global CEO of The Mars Agency. “Today the discipline of marketing has moved beyond traditional advertising and must incorporate every medium that connects brands with consumers and shoppers, including digital and social. We’re redefining our role to provide broad solutions that impact our clients and grow their businesses at every point of the marketing spectrum.”

The Mars Agency sees the rebranding as an opportunity to reposition “itself to create brand experiences that deliver sustainable, profitable results” for itself and its clients. “Staying out front of the curve The Mars Agency pushes the boundaries while maintaining its status as one of the top agencies in North America,” said Derek Joynt, senior vice president, general manager of The Mars Agency in Toronto, Canada.

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Ogilvy’s NY HQ has given the bump-up to two of its senior creatives as the agency has promoted group creative director Corinna Falusi, who works on IKEA and Coke, to ECD, and creative director Michael Paterson, who works on American Express, to senior partner/GCD. Falusi, you may recall, joined O&M nearly two years ago from StrawberryFrog, where she spent nearly a decade and last served as ECD. Paterson, meanwhile, has been with Ogilvy’s New York office for five years, during which time he’s also worked on the “A Smarter Planet” campaign for IBM as well as efforts for Gap.

From what we’ve been told, the pair isn’t replacing anyone in their respective positions, but are just being promoted “due to their great work and the need for creatives at a higher level.”

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(Left to Right): Danny Yoon (Mr. Wolf) , Mike Pryor (Mr. Wolf), Duy Nguyen (Mr. Wolf), Jason Forest (Bully Pictures)

The expanding visual effects and post-production boutique formerly known as 1.1 VFX has set up shop in the offices of Santa Monica production company Bully Pictures under the new name Mr. Wolf. 1.1 VFX launched back in 2005 “as the finishing arm of Motion Theory and continued on at edit house Cutters.”

The move and name change were instigated by creative directors Danny Yoon and Duy Nguyen, and executive producer Mike Pryor. The new space “includes a bevy of resources for visual effects, compositing, editorial finishing and digital color correction, as well as room for further expansion.” Mr. Wolf’s credits include recent work on American Hustle, From Dusk Till Dawn: The Series and the FXX series Ali G Rezurection, as well as commercial spots for Toyota, Jaguar, Fiat, Burger King and Pizza Hut. Mr. Wolf’s new space within Bully Pictures’ offices “sets the stage for innovative collaboration and a great single source solution for advertising agencies and clients.”

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Bicoastal Arcade Edit has strengthened its roster with the addition of editors Jen Dean and Mark Paiva.

Dean joins Arcade Edit from Whitehouse Post, where since 2011 she has honed her skills for brands including Google, New York Times, Cotton, BMW, TJ Maxx and Sprint. She began her commercial editing career under Hank Corwin (Natural Born Killers, Tree of Life) at Lost Planet, where spent almost 12 years. Dean discovered her love of film while studying under legendary experimental filmmaker Stan Brakhage at the University of Colorado.

Paiva joins Arcade Edit with over 10 years of experience. Last year alone he worked with agencies including 180 Amsterdam, Droga5, The Corner and Wieden+Kennedy. Back in 2009, he helped found Poster Boy Edit, which recently merged with Toronto-based Saints Editorial, of which Paiva is also a founding member. He was recently honored with the 2013 Craft Award for editing at The Bessies?.?

“Mark is able to visualize the possibilities of a project from the early stages of pre-production to the finished product, and his collaborative nature has attracted a large client base that looks forward to sitting with him in an editing suite and exploring new creative solutions,” said Arcade Edit partner and executive producer, Sila Soyer. “Jen is a natural fit for Arcade. She has a fantastic ability to craft compelling visual stories that engage viewers with poignant emotional resonance. Their respective talents are a valuable addition to Arcade Edit.”

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The week’s biggest spoiler to date has nothing to do with “Game of Thrones” or “Mad Men.”

Martin Sorrell of WPP dropped an extremely premature bomb during an “executive breakfast” hosted by the Wall Street Journal: JWT will once again become the J. Walter Thompson Company as part of its 150th anniversary “rebranding.”

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Women’s lifestyle company PopSugar has launched a “full-service, in-house team dedicated to helping advertisers reach the 18-to 39-year-old female demographic,” reports Adweek.

The agency, called The Bakery, will also enable companies to utilize PopSugar Snap, PopSugar’s native advertising technology, in order to create their own campaigns.

“Twenty-one million women visit our sites every month,” chief business officer Jen Wong told Adweek. “We want to help brands figure out what their content strategy could be.”

PopSugar decided to launch The Bakery when they realized that the vast troves of information they had on their users gave them a unique ability to target the much sought-after 18-39 female demographic. With Daily Candy recently shutting down, and both Yahoo Shine and iVillage rumored to be closing their doors soon, PopSugar felt is was the right time to share their skills.

“We see that change as an opportunity because we’re so well positioned with our distribution,” said Wong. “We have so many insights about women to create content and the opportunity to continue growing.”

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Production company Tool has just announced the addition of Christopher Neff as executive producer for their digital team.

Neff joins Tool from 180LA, where he served as director of interactive production. While at 180LA, Neff worked on such notable projects as Pepsi’s “Now is What You Make It” World Cup campaign and HP’s award-winning interactive YouTube experience “2Days Beat.” He also won a One Show Interactive award in 2012 for his work on Sony’s Facebook-based, Google Earth-enabled, $1 million digital treasure hunt.

Tool Digital Managing Partner Dustin Callif was excited to welcome Neff aboard, saying, “Chris brings a passion for digital production that is a perfect fit for what we’re looking to accomplish. He is an ideal person to help evolve and grow our digital capabilities.”

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