Pittard Sullivan, known for years as an entertainment marketing company, has been busy building the advertising and promotions unit it formed 10 months ago.
Besides working on ad projects for its TV and film clients, the agency has also been expanding its client roster to include consumer electronics and other technology companies.
For example, it recently created new promotional spots for TiVo, maker of set-top boxes that allow TV viewers to pause and replay live broadcasts and record shows by name. The TV and radio tie-in with partner DirecTV touts its new $299 cost. The TV spot broke during the March 26 telecast of the Academy Awards ceremony.
The Los Angeles agency has worked with TiVo on a project
basis and will continue to do so, although Goodby, Silverstein & Partners, San Francisco, is the lead agency on the $25-35 million account. (Goodby won the business from Campbell-Ewald, Los Angeles, in February following a review.)
Separately, Pittard Sullivan has created and produced a TV and print campaign for Lightspan.com, an educational Web site for parents, teachers and children. The national effort runs through the end of April.
"This is the first time we've gone out and done consumer-related advertising," said Steve Hayman, who heads the agency's advertising and promotions group.
The agency also is working on new ads for Logio.com, an online business resource service.
Pittard Sullivan launched its ad unit last May. Hayman, a former general manager at Seiniger Advertising, Beverly Hills, Calif., oversees a staff of 35. The unit has worked on a number of projects for Activision, Discovery Networks, TV Guide, HBO, Worldgate and the Academy of Television Arts & Sciences.
"We pride ourselves on our collaboration with the other divisions of this company," said Hayman. "[It] enables us to take advantage of the best and most creative minds in the industry."
Hayman said the new unit has far surpassed the company's expectations.
"It's like having a young startup agency within an established company with great resources." K