Shock Theory Arises in Atlanta

ATLANTA Four companies have merged to create an African American agency that offers urban experiential marketing and advertising services. The newly formed Atlanta company, Shock Theory, is the product of Synergy Communications, GrooveNation.net, Nomendum and Shock Theory Interactive.

Before Shock Theory was established, each of the companies specialized in separate avenues of marketing and advertising. Shock Theory Interactive focused on database applications and Web design. Nomendum did promotional work for clients such as Coca-Cola Co., Lugz and Z-Tel Communications. Synergy concentrated on promotions, event sponsorships and experiential marketing initiatives. GrooveNation.net hosts a radio show, live events and music tours.

“We found that clients were searching for a one-stop shop,” said Stanley Yorker, agency vice president and chief creative officer. He added that Shock Theory would provide a range of communication services. “Our goal is to do experiential marketing that allows consumers to interact with a brand as opposed to just having a brand speak to them.”

Each of the four principals from the former shops has remained on board in the new venture, which has retained much of the companies’ clients. Amy Wright joins Sonja Williams and Yorker as vice president and chief marketing officer. Terry Bello Burton serves as executive director of production and event marketing.

The agency said that it has upcoming projects for clients such as Remy and the Universoul Circus. Shock Theory also will be planning and hosting a live music event, the SoulLounge Tour, at Atlanta’s Earthlink Live. Agency president Williams said that the shop would soon launch Web initiatives for clients in the entertainment industry.

Shock Theory will host a launch party July 9 at Earthlink Live in midtown.