• by June 2, 2011

Texas-based national agency FKM has quietly been making major moves over the past few weeks, culminating with the launch of an online video  explaining its new philosophy -- a "utility of ideas" -- and allowing viewers to direct $25,000 in agency funds to their choice of three charities.

The video is hosted by Scott Brown, newly named president and chief creative officer. Brown, the agency's vice president and creative director since last August, replaces former president Melissa Stevens, who retired.

By inviting each viewer to make $4 in agency donations to the National Multiple Sclerosis Society, Star of Hope and Share Our Strength, FKM says the video is a "social experiment" demonstrating the agency's concept of "utility." Brown defines it as a "way to look at the relationship between brands and consumers in terms of increasing happiness."

Joining Brown in the FKM hierarchy is new CEO Jose Lozano, previously in charge of the agency's business development. Lozano replaces Tom Monroe, the "M" in FKM, who remains a partner and board member.

Both Brown and Lozano have strong digital backgrounds: Brown having specialized in the digital space and cause marketing at Kansas City agency Barkley before joining FKM. Lozano is the founder of alternative digital/mobile marketing firm Mo7, which merged with FKM in 2007.

That merger, FKM says, created one of the industry's first full-service mobile marketing offerings, combining research, strategy and planning with mobile technology. Just this month, the agency launched a new iPhone and iPad app for Bertolli Olive Oil, which allows users to interact with Chef Fabio Viviani.

Also on the digital front, FKM has partnered with new media lab StudioIMC to launch C4Word, an OOH technology division. FKM said C4Word will present group gaming and other interactive experiences in public spaces, such as concerts, bars, hotels, universities and sports arenas. The technology will engage audiences -- and measure their participation -- via phone, gesture and voice, FKM said.

In what FKM calls another kind of "mobile advertising," the agency has partnered with experiential marketing company Mobile Mex Media Group to launch what it calls the first mobile food truck division at any ad agency.

Founded in 1980, FKM reports $230 million in annual billings. It is headquartered in Houston with offices in Dallas and Austin.

Separately, holding company Dentsu has acquired 100% of 6-year-old digital agency Steak Group, which has offices in London, New York and Melbourne. Steak will be part of Dentsu Network West, based in London. Steak's U.S. clients include Trump Hotels, Expedia and U-Store-it. The agency has 94 employees globally, including 15 in New York.