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Fallon gears digital offering “for the people”
MINNEAPOLIS (February 2010)
Since its inception, 28 years ago, advertising agency Fallon Worldwide has espoused a philosophy to “outsmart, not outspend.” This ideal is as vital today as ever in an age defined by consumer control, digital disruption, media fragmentation, and mobile ubiquity. With this new reality in mind, Fallon has assembled new digital leadership driven by a people-centered approach to technology and communications.
Today, Fallon announces the promotion of Rocky Novak (previously group media director) to director of digital development; Aki Spicer (previously account planning director) to director of digital strategy; and Marty Wetherall (previously senior integrated producer) to director of innovation. These individuals will be working within the creative department, bringing to life ideas that deliver true value to consumers and push the boundaries of what’s technologically possible.
"Now that all media has become “social,” there is pressure for modern advertising ideas to be integrated and multidisciplinary," said Aki Spicer. We’re integrating digital thinking throughout the agency."
Novak adds, "In an age when technology has enabled marketers to do anything they can imagine, insights and user experience will anchor our digital ideas."
Chris Foster, CEO of Fallon, said, “The reality of today’s media landscape is that digital is no longer simply a channel to plan for, but rather a marketplace for ideas to be shaped, shared and spread. By bringing these individuals deeper into the development process, Fallon is further committing itself to creating engagement that people truly want.”
Novak has been with Fallon since 2002, blurring the lines between media and creative on brands such as Lee Jeans, Citi, NYSE, Virgin Mobile, BMW and Nuveen Investments. Most recently, Rocky led media planning and strategic development for NBC Universal, including cable networks Syfy and Bravo. A recipient of an MBA from the University of Minnesota, Rocky said “Advertising should always begin at the business problem level,” noting the power that insights and analytics can have in shaping ideas.
Aki Spicer joined Fallon in 2005 from Vigilante/Leo Burnett and has served as account planning director and built an industry reputation guiding clients in the age of social media. Recently, Aki has pioneered a proprietary tool for online insight called Overheard, which allows brands to listen to their consumers “in the wild” across the social Web. Aki stated “The way forward for brands is in creating ‘”generous interactions” in the digital spaces, whereby brands invest in consumers by offering value, and consumers reciprocate by advocating for the brand.”
Marty Wetherall spent the last decade producing some of Fallon’s most famous work, including Super Bowl spots for Garmin and EDS (“Cat Herders”) and innovative campaigns for Bravo and Syfy. Over the last several years, Marty has helped inspire the digital integration movement at Fallon while honing his entrepreneurial instincts as founder of tech start-up FanChatter, which enables mobile sharing of photographs at sports venues. Wetherall believes that “technology starts with people, and consumers will be the ultimate judge of usefulness.”
Darren Spiller, Fallon’s Chief Creative Officer, said, “These guys have been a great addition to the creative process by helping us understand the reality of consumers’ digital lives, and the technology that fuels them. Bringing their unique points of view to bare on creative ideas will help ensure that Fallon’s legacy of great work continues.”
Media Note:
Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis Groupe S.A., based in Paris. Fallon Minneapolis’ clients include: Travelers, TIME Magazine, Nestlé Purina, Nestlé Beverages, Abu Dhabi Commercial Bank, Cruzan Rum, Chrysler, Charter Communications, NBC Universal, General Mills, and TheLadders.com. Fallon Worldwide is one of the world’s most critically acclaimed creativity companies, delivering inventive business solutions for some of the world’s leading brands. Additional information can be found at www.fallon.com.
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