Name: Michael Gramlow
Company: Lollipop
Michael Gramlow is a co-founder and Creative Director at Lollipop. Previously to his work at Lollipop, Michael worked as a Creative Director at Dentsu, Henderson Bas and Organic.
Lollipop is different from other companies because it is not an agency, it is a production company. It mirrors on the broadcast production model that advertising agencies are familiar with, and they work with (are hired by) advertising agencies. Michael says that this model is more prevalent in the US and in Europe where budgets are bigger.
Michael described the workflow as this:
1. Strategy (Agency)Michael also described for us the three different areas of work in the digital interactive industry.
2. Big Idea (Agency)
3. Treatment (Production Company)
4. Shoot / Design (Production Company)
5. Editing / Post-Production / Audio (Production Company)
6. Development (Production Company)
1. Interactive Pure Play
- Has big budget clients
- Emphasis on user experience
- E.g. Critical Mass
2. "Integrated" Ad Agency
- Creative, brand-oriented
- Short-term projects (part of bigger campaigns)
- Digital is separated
- E.g. Taxi
3. Production Company
- Works with agencies
- Production techniques
- An emerging speciality
- E.g. Lollipop
At Lollipop, they have a rep who find work for them. (This rep will charge a finder's fee.) Michael says that all of their work is based out of the US because they have bigger budgets, and they have to work hard to get onto agencies' radars to get into see people. In terms of employees, Lollipop hires a lot of freelancers and their staffing goes up and down depending on how much work they have.
Some of the projects Lollipop has worked on include Black Sunshine Coffee, Sprint, Dickies, TJ Maxx / Marshalls / Home Goods, Sapporo, and Virgin Mobile Unite.
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