Virtual Launch Pad Is a Reality: Borders, Kile Conceive New Shop as a Nontraditional Ad Source | Adweek

Virtual Launch Pad Is a Reality: Borders, Kile Conceive New Shop as a Nontraditional Ad Source


Two Seattle agency veterans have teamed up to form their own shop, Launch Pad Conceptual Technicians in Bainbridge Island, Wash.
Brett Borders and Richard Kile formed their so-called "virtual" agency earlier this summer as an alternative for small to medium size clients that want something other than the traditional client-agency relationship.
Borders and Kile met when Kile was freelancing at Borders, Perrin and Norrander in Seattle, where Borders worked as an associate creative director. Borders, the son of BPN co-founder Bill Borders, serves as Launch Pad's co-creative director and copywriter.
Kile, who has been a freelance art director in Seattle for the past three years, is Launch Pad's co-creative director and art director. Previously, he had worked at several Los Angeles-area agencies including Kresser/Craig (now Kovel Kresser & Partners), Rubin Postaer and Associates and Dailey & Associates.
"We've both worked at a lot of places, and wanted to see if we could do it better ourselves," said Borders. "By networking with freelance media, account and creative people, we're able to offer everything traditional agencies do, without the overhead."
The fledgling operation already has completed a couple of projects for Seattle-area clients, including a print campaign for the planned community of Port Ludlow on Washington state's Olympic Peninsula. The three quarter-page ads for Ludlow Bay Realty promote the natural beauty of the area. The ads are running throughout the summer in the Sunday Seattle Times as well as the Port Townsend Leader.
A second assignment has been a radio campaign for Cost Cutter, a Bellingham, Wash., grocery store. Three 45- and 15-second spots position Cost Cutter as the low-price, quality alternative to bigger chains. The commercials are airing on several Bellingham stations.
The Launch Pad name has a few meanings, explained Borders. "It's the idea of propelling things forward," he said. "It's also a launch for us and our clients' products."