Zcentral Turns to Total Creative

In a marriage of startups, Zcentral.com has selected Total Creative to handle its advertising. The business is worth $5-10 million, but is expected to quickly grow to $16 million, Total Creative chief operating officer Dan Michel said.
Total Creative prevailed over contenders JDA Advertising, Calabasas, Calif., and Robert Chandler and Partners, Beverly Hills, Calif., said Darren Jordan, Zcentral director of advertising and public relations.
The move comes after Los Angeles-based Zcentral, a free, Web-based service offering a suite of online organizer applications, parted ways with Bozell Worldwide, Costa Mesa, Calif., just four months after selecting the agency to help launch its service [Adweek, Aug. 9].
“We first made a presentation of our credentials, and then we did a specific presentation about their business, addressing both strategic aspects and execution,” said Michel.
“Their creative was phenomenal,” Jordan said.
The account is one of the largest for Total Creative, formed in January when Los Angeles entertainment holding company Total Film Group purchased and merged feature film advertising boutique Michel/Russo, advertising and graphic design firm Dyer Communications and online digital ad agency Skyrocket Interactive.
Zcentral, which went live in April, plans to rename itself Zkey after one of the features of its service.
“Ads will start running very quickly,” Michel said. “We’re thinking it will be print and broadcast, both trade and consumer advertising. … Their goal is to become ubiquitous.”
In July, Zcentral’s parent company, SDN Online, purchased Daytimer Digital, an online calendar application, from Daytimers, Allentown, Pa. The application will be incorporated into the Zcentral service, and at least initially Total Creative will work with Daytimers’ agency, the Weightman Group in Philadelphia, Jordan said.