S.F.’s Collaborate Opens

Ullmark, Raj, Miller Taking on a “New World’
SAN FRANCISCO-A new agency is opening here this week, and in true California style, its executives are offering to take a “holistic approach” with their clients.
Collaborate, founded by ad industry veterans Hans Ullmark, Robin Raj and Rohn Jay Miller, will offer a full range of integrated services in traditional and new media.
The shop will open with a staff of 15 and a handful of clients, including Netcentives.
“It’s a new world out there, and the ad business needs to adjust,” said Miller, Collaborate’s managing director. “It’s about seven months until the end of the 20th century, and the agencies that will survive are those prepared to integrate technology, creative and marketing.”
Miller formerly served as general manager of Ikonic/US Web, San Francisco, where he was in charge of the team that developed Pathfinder for Time Warner.
“We [can] create complete brand experiences by integrating passive media such as TV and print, with active channels such as the Web,” said creative director Raj, a former executive creative director at Highway One, San Francisco.
Raj’s own company, Digital Artists & Writers Group (DAWG), which has worked for clients such as Mastercard and Microsoft, is being integrated into Collaborate.
Ullmark is the agency’s chairman and strategic director. He is the former chairman of Anderson & Lembke and led that shop’s winning pitch for Microsoft. Most recently, Ullmark built McCann-Erickson’s interactive shop, Thunder House. ƒ