Organic Starts Emerging Platforms Practice

NEW YORK Organic said it would start an emerging platforms practice to help clients determine the opportunities in social networks, video games, video on demand and other new digital channels.

The new group will bring together practice leaders Organic has developed in these areas, combined with its “persona room” to form the Organic Experience Lab, the agency said. Organic has developed persona rooms for clients like DaimlerChrysler that replicate the living and working areas of target audiences.

To lead the unit, the San Francisco-based Omnicom Group shop hired Chad Stoller, who served 13 years at The Arnell Group, most recently as director of communications solutions. At Organic, he will be executive director of emerging platforms, reporting to CEO Mark Kingdon.

“Clients really want to understand how they become integrated in the digital lifestyle,” said Stoller.

With the explosion of digital media, several agencies have begun emerging platforms practice areas. Interpublic Group, for instance, has set up an emerging media lab in Los Angeles to introduce clients to new platforms.