World's First New Marketing Company, crayon,
Launches Simultaneously in Real and Virtual Worlds
crayon talks, walks and lives New Marketing (for a New Consumer)
with clients including The Coca-Cola Company and GSD&M
October 26, 2006
View the traditional version of this press release
News Facts
- crayon is a company dedicated entirely to “New Marketing.” The company launched on Thursday, October 26.
- crayon’s launch occurred simultaneously in the real world and in the three-dimensional virtual world of Second Life.
- crayon is the brainchild of Joseph Jaffe, author of the bestselling book Life After the 30-Second Spot (Wiley) and former Director of Interactive Media at TBWA\Chiat\Day and OMD USA. Jaffe is the company’s president.
- The Second Life launch took place in crayonville, the company’s island.
- crayon is a different kind of company that integrates the best of the consulting, agency, advisory, thought leadership and education worlds – a mash-up, in new marketing terms.
- crayon will help marketers, advertisers and public relations professionals better understand the tremendous changes, challenges and opportunities in today’s dynamic and complex world of fragmented attention, increasing consumer control and hardening attitudes towards marketing communication.
- crayon helps marketers and communications professionals make sense of the profound changes in order to connect the dots between the burgeoning new approaches and possibilities available to them.
- Some of the new marketing approaches offered by crayon include social media such as blogs, podcasts, RSS and wikis, experiential marketing, long form content, consumer generated content, open-source marketing, virtual worlds, gaming, mobile, and non-paid media digital solutions.
Personnel Facts
Founding crayon team members include the following:
- C.C. Chapman, a music podcasting pioneer and a constant evangelist for independent artists around the globe.
- Neville Hobson, a leading European influencer in social media communication for business.
- Shel Holtz, a California-based corporate communications veteran and author of Public Relations on the Net and Corporate Conversations.
- Chris Trela, an entertainment industry player who has been instrumental in negotiating and structuring key sponsorship, film, television and celebrity endorsement deals.
- Gary Cohen, a financial services veteran previously with Citigroup, Deutsche Bank and Bankers Trust Company, who serves as crayon's CEO.
- Rounding out the team based in New York are communications planning consultant Francis Anderson and crayon members Aaron Greenberger and Michael Denton.
In addition to its Second Life presence, crayon maintains a traditional website at http://www.crayonville.com.
Quotes
Attributable to Joseph Jaffe, crayon Founder and President:
- The world has changed, but marketing, advertising, and public relations have not. There is no question that the influence organizations can achieve through traditional marketing, advertising and PR is fading fast.
- For the last five years, I've been building a solid thought leadership base and conversations around New Marketing. I've spoken to countless Chief Marketing Officers and, based on their unified frustration with the status quo and eagerness to 'get to the future…first,' it became obvious to me that it was time to scale up and help marketers win through new marketing.
- crayon's commitment to New Marketing is part of its operating DNA.
- Second Life symbolizes the thinning line between the real and virtual worlds. With our team located in Massachusetts, New York, Connecticut, California and England, Second Life emerged as the perfect way for us to complement our dispersed geographic presence to meet and interact, not only with each other but also with our clients, vendors, and partners.
- At the end of the day, this is about integration. Welcome to the 'AND economy,' where conversation and transformation reign over communication.
Attributable to Maarten Albarda, Director Media & Communication Innovation, The Coca-Cola Company:
- We're not interested in reams of data that says the world has changed. We get it. crayon is not only focused on talking about what comes next, but moreover putting the ideas and promises of new marketing into action.
Attributable to Roy Spence, President and Co-Founder of full-service marketing communications agency GSD&M:
- Joseph has yet again taken the industry to a whole new level of thinking, putting the ideas from his book into action with the launch of crayon," Spence said. "His contention is that the revolution has already ended and from this revolution there has emerged what he is calling the New Marketing Model. We could not be happier to be partnering with him, working together to amplify, extend and enhance new marketing for the benefit of our clients.
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About crayon
Founded by Joseph Jaffe, author of Life After the 30-Second Spot (Wiley), crayon is a different kind of company that specializes in New Marketing for a New Consumer. It integrates the best of the consulting, agency, advisory, thought leadership and education worlds - a mash-up, in new marketing terms.
crayon focuses on helping its clients identify, evaluate, implement, integrate and measure a bold mix of alternatives to traditional marketing, advertising and public relations into their existing plans and programs, in order to:
- Amplify, extend and enhance relevance, experience and value through bold, alternative and non-traditional approaches
- Join the conversation
- Create disproportionate positive business impact crayon is structured as both a global and a remote company.
- Recognizing that the single biggest differentiator in a creative and strategic-driven business is that of talent, crayon brings the right people aboard, irrespective of their physical locations, with a primary presence in the virtual world of Second Life to conduct its business, presentations, brainstorms and pitches.
crayon's clients include The Coca-Cola Company, as well as Omnicom's GSD&M.
Contact Information
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