Theorem will unveil
Theorem Creations next week to augment the company's existing suite of advertising services. The creative online ad unit has been built from the acquisition and the integration of the boutique agency
Webpencil, according to Jay Kulkarni, Theorem CEO.
Along with Las Vegas-based Webpencil, Theorem acquired a portfolio of about 10,000 rich media assets. Theorem Creations will
provide banner ad design, mobile ads, video, HTML emails, landing pages, microsites and rich media services across all platforms. It relies on Flash, DART Motif, PointRoll, Eyeblaster and Atlas.
While companies such as AdReady automate media buying, advertisers still must turn toward ad agencies to develop quality display ads. Theorem Creations wants to solve this problem for advertisers.
The acquisition gives Theorem both technical and creative skills. Until now, Theorem, supported by about 500 employees worldwide, took the rich media ads that others designed, trafficked into ad
servers and analyzed the data.
During the past 18 months, more advertisers want rich media ads that allow consumers to play casual games through banner ads or download information without being
redirected to another Web site.
Digital ad agencies typically do not have a problem designing the rich media concept for video or mobile ads, but production times lag. "They just aren't being
produced fast enough," Kulkarni said. "It is tough to mass produce the assets, but this is something Theorem Creations can do. It's our core competency."
With an engineering background,
Kulkarni takes a slightly different approach to rich media and interactive ads. "It's easier for us to find someone to create a banner in Flash than it is a regular banner ad," he said. "You would
think that banner ads are easier to create. They are, but the skill set is quickly drying up."
Under the Webpencil brand, the newly branded company, Theorem Creations, has been working with more
than 200 customers, ranging from ad agencies to individual clients. Recent promotions include the Obama 2008 presidential campaign, CreditReport.com, Columbia Records, Warner Music Canada and
CareerBuilder.
The transition isn't without challenges Kulkarni said. "Managing growth, maintaining quality and attracting good creative talent," he said. "These are challenges for any growing
company, but we have come far because of the quality of work and the relationships with customers. I want to make sure that's never diluted."