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Kargo — from struggling start-up to top mobile advertising agency

New York’s ‘Kar­go’ has learned a thing or two about being a mobile adver­tis­ing agency since 2003; and its $50 mil­lion annu­al rev­enue proves it. An ‘exis­ten­tial evo­lu­tion’ Peo­ple with media jobs in a fledg­ling mobile adver­tis­ing agency may strug­gle to com­pre­hend how a busi­ness can be that suc­cess­ful AND buy out its for­mer finan­cial back­ers only five years after it launched (which is what Kargo’s founder and CEO Lar­ry Kargman did back in 2008). It may there­fore come as some com­fort to know that it wasn’t plain sail­ing at the out­set. In the ear­ly days, Kar­go strug­gled to sur­vive with its orig­i­nal focus: down­load­able media like games and ring­tones. Kargman took heed of what the media com­pa­nies he was work­ing with were say­ing about what they real­ly need­ed: in a word, that was adver­tis­ing. And Kar­go duly began to switch empha­sis, mor­ph­ing (or under­go­ing an “exis­ten­tial evo­lu­tion,” as Kargman puts it) into a mobile adver­tis­ing spe­cial­ist con­cen­trat­ing its efforts on the mobile web. Kargman told TechCrunch jour­nal­ist Anton­hy Ha: “We fig­ured out that for us to exist, we would need to become real­ly good at devel­op­ing great mobile web expe­ri­ences.” Seri­ous­ly smooth native ads Alysia Bor­sa, Senior VP of…

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The BAM Connection agency launches: ad creativity through simplicity

Brooklyn’s high-tech Dum­bo dis­trict has a new adver­tis­ing agency in the form of ‘The BAM Con­nec­tion’, which launched on June 30th. BAM Con­nec­tion, not BAM Busi­ness devel­op­ment man­agers famil­iar with Brook­lyn could be for­giv­en for feel­ing a lit­tle baf­fled about why a new ad agency should name itself for the Brook­lyn Acad­e­my of Music (which also uses the three-let­ter acronym “BAM”). But they’d be bark­ing up the wrong tree. The agency’s name is actu­al­ly derived from the sur­names its two co-founders, Rob Baioc­co and Mau­reen Mal­dari, both for­mer exec­u­tives with Grey World­wide. As Baioc­co puts it: “That’s just how you name an ad agency. Peo­ple in our indus­try know us as Baioc­co and Mal­dari. We’re proud of our rep­u­ta­tion — we just know the names are long.” Ms. Mal­dari con­firmed that, while both she and Mr. Baioc­co like the Brook­lyn Acad­e­my of Music, they have no ties to it and didn’t dis­cuss the poten­tial for get­ting lost in Google search results (and, if our busi­ness devel­op­ment man­ag­er is skep­ti­cal, just try this: Google “The Bam Con­nec­tion” and you’re brought right to the agency’s list­ings). Although new­ly opened, the agency has already acquired an impres­sive client ros­ter fea­tur­ing names like Wran­gler…

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Baldwin& founder talks of life after the AdAge Small Agency of the Year Award

David Bald­win, founder of the start­up ad shop Baldwin&, has been talk­ing about the effects of win­ning AdAge’s “Small Agency of the Year” award last year.  As any art direc­tor or account man­ag­er can tes­ti­fy, the prize is a pret­ty impres­sive acco­lade for a shop that launched in 2009 with no clients to its name. A strong sense of self But the same art direc­tor or account man­ag­er will want to know what made Baldwin& stand out. Well, for one thing, this lit­tle shop from Raleigh, North Car­oli­na has a strong sense of self. Short­ly before win­ning the award, it received a call from a client offer­ing it the chance to take over part of a big tele­com account. But after a quick founders’ meet­ing, Bald­win and his team asked “Does this sound fun at all?” They decid­ed it didn’t – and walked away. It also man­aged to strike a blow for the wider agency world. After being invit­ed to take part in a pitch by a client recent­ly, it argued that all par­tic­i­pat­ing agen­cies should be paid for the work they put into the pre­sen­ta­tions. They didn’t win the busi­ness that time – but they did get paid for…

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Cheil Worldwide Spends $50M to Go Global

Cheil World­wide solid­i­fied its glob­al pres­ence in the adver­tis­ing world with the $50 mil­lion pur­chase of North Car­oli­­na-based McK­in­ney. Accord­ing to Tanz­i­na Vega of the New York Times, McK­in­ney will keep its name, but with the pur­chase, the suc­cess­ful adver­tis­ing com­pa­ny becomes part of Cheil Amer­i­c­as. The New York Times quot­ed from an e‑mail state­ment from Cheil World­wide chief exec­u­tive, Nack-Hoi Kim. The pur­chase rep­re­sents the begin­ning of the “next chap­ter in the com­pa­ny’s trans­for­ma­tion into a glob­al net­work made of the best local ad agen­cies.” Cheil Seek­ing to Bol­ster US Pres­ence Mr. Kim con­tin­ued the e‑mail by explain­ing that “McK­in­ney is one of the best adver­tis­ing agen­cies in the world’s largest adver­tis­ing mar­ket. Their high­ly cre­ative, inte­grat­ed approach is rec­og­nized as the most effec­tive in the world.” McK­in­ney was for­mer­ly part of Havas, anoth­er glob­al adver­tis­ing hold­ing com­pa­ny, until 2008 when it bought itself back. Cheil was for­mer­ly owned by Sam­sung and has strug­gled to cre­ate a sol­id, vis­i­ble pres­ence in the Unit­ed States. Two Prize-Win­n­ing Adver­tis­ing Com­pa­nies Come Togeth­er If McK­in­ney was­n’t well-known to Amer­i­cans, all of that changed in April of 2012 when the com­pa­ny went up against Cul­ver City, Cal­i­­for­­nia-based WDCW LA (Wong Doo­dy Cran­dall, Wiener,)…

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