Universal Buzz has chosen The Republik as its first advertising agency. The Boston-based college radio syndicate and artists' promotion company selected the Chapel Hill, N.C., shop based on a referral from crosstown client Zoom Culture. There was no review for the assignment.
"The Republik creative gets loud," said Tommy Brunett, founder and vp of marketing at Uni versal Buzz. The agency knows how to craft work "to slap you in the face and demand that you listen." Brunett said this was an advantage for the client, which targets college students who generally don't like "polite advertising."
Work will consist mainly of graphic identity, print ads, guerrilla marketing and some video production. The budget is estimated in the six-figure range.
Buzz produces a weekly live concert broadcast over college and commercial radio. Its 22 syndicated stations cover Boston, New York, Los Angeles, Chicago, Philadelphia, San Francisco, Dallas, Washington, D.C., Detroit, Atlanta, Minneapolis, Miami, Denver, Raleigh/Durham and eight other major U.S. markets.