Olin to Help Develop Kovel/Fuller’s Inthinkubator

Kovel/Fuller has hired Joseph Olin as a group director.
Olin, 45, joins the Los Angeles agency from crosstown Ogilvy & Mather, where he was a senior partner and group account director on Mattel and YouBet.com.
“Joe will help us evolve Inthinkubator, our new division that marries marketing and brand consulting with Web design and Internet-related needs under one roof,” said principal and chief creative officer Lee Kovel.
“We’re trying to bring an interactive perspective for our clients,” added Olin. “We believe that a retail mentality of bringing results can be translated to any business, whether it’s a dot.com or a startup.”
Olin worked with agency principal John Fuller at the now-defunct Della Femina McNamee from 1985 until 1990. He worked on Sega of America, Carl’s Jr. and other accounts there.
In addition to his agency experience, Olin has also held marketing posts at various clients, including Hasbro Interactive, Panda Express and Panda Inn Restaurants and eidos/U.S. Gold Interactive, where he helped launch video game titles such as Tomb Raider.
Separately, the agency has launched an estimated $10 million campaign for Zicam, a nasal spray cold remedy marketed by Gel Tech. National TV spots use analogies such as short films and short cuts to deliver the promise that Zicam can reduce the duration of the common cold. The effort, which is the agency’s first for the client, also includes radio, print and online ads (www.zicam.com). The tagline is, “Get well sooner.”
“We’re dramatizing the benefits of the product by indicating [Zicam] will shorten the severity and duration of a cold,” said Hank Landau, president of Gel Tech, Woodland Hills, Calif. “We’re happy with [Kovel/Fuller’s] ability to handle an out-of-the box marketing strategy that gets the attention of the viewer about this scientifically based product.” K