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 Western Jeans, Terlato Wines and The American heart Association/American Stroke Association.
Creativity through simplicity
The agency’s mission statement is “the tenacious pursuit of creativity through simplicity.” OK, so everyone with media jobs in Adland will want to unpack that. Here’s how Baiocco explains it:
“The world of marketing is way overcomplicated. And all that complexity sucks the life out of ideas, gets in the way of speed, and strangles creativity. Simplicity liberates creativity. And from there, the ideas just explode outward.”
Maldari added, “When you’ve lived, and fought that complexity every day, you know how to eliminate it. And I’ve gotta believe clients will rejoice because they must be exhausted by it.”
Essentially, this boils down to an approach Baiocco and Maldari describe as “The One Shot Answer”, a brief, compelling phrase that really “nails” the brand’s meaning, directing and connecting all its communications in the process.
And the startup brings not simply ideals, but battle-hardened expertise: Baiocco and Maldari spent years at Grey successfully driving billions of dollars in value for international brands like Aquafresh, Botox, Captain Morgan and Pringles. They know what they’re doing.