CBO Becomes Cimarron Group

Change Reflects an Expanded Focus for Entertainment Agency
LOS ANGELES–Entertainment ad agency CBO, the shop behind the “Mutant-Free America” TV spot promoting last weekend’s debut of the film X-Men and the creative campaign launching the 30 new restaurants and stores on Universal’s City Walk, has changed its name to The Cimarron Group.
The change is designed to reflect the show business specialist’s diverse group of internal divisions, its growing Web-based work and its expanding roster of nonentertainment clients.
“We have been fairly well-known handling entertainment marketing clients, but we’ve really expanded quite a bit into the interactive world,” said Bob Farina, Cimarron CEO. “We’re now handling international as well as domestic clients. [The name change] more accurately reflects the direction the company is going in.”
Besides working with several of the major movie studios, the agency has branched out into DVD projects, Web site design and other entertainment-related areas, including theater-branded entertainment for Pepsi-Cola and collateral projects for Lexus when the car maker sought “an entertainment type of look,” Farina said. Its Web site for the upcoming Lord of the Rings film trilogy tallied 7 million hits in its first 24 hours.
The 21-year-old shop’s interactive division is currently crafting creative work for SkyMall, one of the largest DVD projects yet conceived. It will design the CD-ROM for the digital catalog, which will provide content and information to passengers on most domestic and all European flights when it launches later this year.
Farina said the shop’s new name also reflects an expanded mission based on its core skills. “When marketing a motion picture, [studios] can come to one agency and we can handle not only broadcast and print advertising but foreign theatrical and Web site [marketing],” he said. “All material stays in one place, and we can feed information from one division to another. When we handle a VHS release, for example, our division has the benefit of all the knowledge the [Cimarron] theatrical group has.”
Cimarron created the theatrical trailer for the Aug. 4 Warner Bros. release Space Cowboy, starring Tommy Lee Jones. The agency is also working on creative for Universal’s City Loft, the upstairs portion of City Walk. That work is expected to break in August. K