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Colby Seeks Revenue With Think© Piece

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With its new Think© division, Dentsu's Colby & Partners has produced commercials for client Nova-Logic (breaking this week), won a competitive pitch for Bandai editorial production and added episodic first-run promo work for That 70s Show this fall—all in the last few weeks.

Colby and its new Santa Monica-based boutique, which opened its doors in March, is an example of a traditional agency seeking a new revenue stream by capitalizing on the low cost of broadcast-quality digital video, desktop graphics and editing. Colby can now offer its clients new in-house services, while also beefing up new-business pitches and presentations, said Rick Colby, agency president and executive creative director.

The division is headed by svp's Scott Jacobs (brand strategist), Sandep Rahi (design director) and Mark S. Pinsker (production head)— Colby assumed the principals and their shop, Jacobsrahi, when the design house looked into leasing space in Colby's offices.

Having worked for years with the Think© principals (as Jacobsrahi), Janet Bonifer, a cd with Carsey-Warner Productions, said she's now willing to explore its other services, but said, "The relationship [with Colby] is so new, we haven't tapped into the other possibilities yet."

Think© also expanded to Colby's New York office last month, installing senior account executive Steve Hickson there permanently, primarily to service FX Networks, for which Think© creates branded evenings for sponsors such as Dodge and Sony Pictures. For a Mazda night, for example, Think© produced all the wrap-around material for a 6 p.m. to 11 p.m. movie block, including soft selling such as an interstitial on Mazda door-handle designers.

"Originally we thought we would bring them over and they would be a separate production company for entertainment clients," Colby said. "Now they are becoming a part of everything. That wasn't beyond our expectations, but it happened quickly."