Black Rocket Gets Wired In S.F.

After an informal search, Wired magazine has hired Black Rocket to handle a new $1-2 million ad assignment, sources said.
The San Francisco shop’s first work for the client breaks this week in trade magazines and newspapers such as the New York Times. Black Rocket is Wired’s first agency, and has created its first traditional ad effort. The San Francisco-based magazine was acquired by Condƒ Nast last month for an estimated $80 million.
Among the agencies initially contacted in the search were Kirshenbaum & Bond, San Francisco, and Butler, Shine & Stern in Sausalito, Calif., said sources.
Officials at the agencies referred calls to the client. Representatives at Wired could not be reached at press time.
Black Rocket won the business after presenting speculative creative work which the client is using in its new campaign, sources said. Wired, long considered the bible of the digerati set, is trying to expand beyond its crusading, technology-oriented roots to become more of a journal of contemporary life in a digital age, said insiders.
One of the new ads shows past issues of the distinctive, neon-hued magazine with copy that summarizes recent international events: “India and Pakistan have the bomb, animals are being cloned…” Then the ad asks, “When exactly would be the best time to remind you that you are already living in the future?”
The 5-year-old magazine was looking for an agency while it was still independent, and the on-again, off-again search was delayed when publication was sold to New York-based Condƒ Nast.
Wired is now part of Conde Nast’s Advance Magazine Publications, which owns upscale lifestyle magazines such as Vanity Fair and GQ. Katrina Heron, Wired’s editor-in-chief, previously served as an editor at The New Yorker and Vanity Fair.