Los Angeles-based Ignited Minds dropped the "Minds" from its name on Tuesday. Then, on Wednesday, Ignited revealed that it has been the online media buying and planning agency for Universal Pictures
since January, handling work for all theatrical and DVD releases.
The major win for the independent agency--which beat more than 20 other firms in a four-month studio
review--managed to stay under the industry radar for six months despite Ignited's work during that time on such major Universal releases as the mega-hit "Knocked Up."
Universal's online work was
previously done through a combination of offline agency DDB and in-house, according to Doug Neil, senior vice president, digital marketing, Universal Pictures. But, he said, "we recognized the
importance of online in the media mix, and felt it was the right time to have a dedicated agency for all aspects" of online buying and planning.
Ignited President Eric Johnson said Universal is
the eight-year-old agency's "biggest media relations client" yet. One of the factors that contributed to the win, he said, was the specific experience of Ignited's staff, which overrides any
advantages that might be held by agencies that are part of large holding groups. "Size matters less than the competency of the individual people."
Dave Martin, director of interactive media,
elaborated that Ignited's success in launching products helped it to land an account where there's "new movies and DVDs every week." He added that since the bulk of Ignited's business has been in
entertainment and video games (established clients include Disney Interactive, EA Mobile, Sega and Sony Electronics), the agency was able to demonstrate "its ability to get people to go out and buy
billions of dollars in entertainment"--and of course, "to reach people interactively."
Martin said that this ability has already been proven for by what he termed the "ultimate success metric--box
office." Released June 1, "Knocked Up," produced for $30 million, has already taken in $132 million in U.S. box office.
As for Ignited's name shortening, Johnson said it's simpler and marks a
"new chapter" in the agency's history, including a "whole new push in business development."
Also this week, in a move Johnson said was unrelated to the Universal win, Ignited said it has moved
from Marina Del Ray to El Segundo, doubling its space to 55,000 square feet. The agency now has a staff of 140, up from 105 a year earlier.