NEW YORK Schematic, the interactive unit of WPP Group, has launched an interactive out-of-home division called Schematic Touch. The division will focus on combining experiential marketing with OOH advertising.
To lead the new unit, Schematic has brought on board Eric Mauriello and Josiah Hobson as senior vice president and creative director, respectively. Both join from interactive agency Operand, where they developed interactive campaigns for brands such as Levi’s, Cisco, Mercedes-Benz and Ralph Lauren, and cultural institutions such as the New York Historical Society and the Smithsonian.
The launch follows Schematic’s June debut of an interactive “touchwall,” a touch-controlled display that served as the information hub of the 2009 Cannes Lions Ad Festival. Developed with help from Mauriello and Hobson, the 12-foot by five-foot high display used gestures and touch navigation.
“There’s a huge and untapped potential to build brands and delight customers by creating useful and engaging experiences in public places,” said Trevor Kaufman, CEO of Schematic.
Among the first projects for the new unit will be a multi-location, intelligent multi-touch kiosk initiative for a major retailer, a redesigned business center for a global business-to-business client, and an interactive experience for a well-known museum.