Team One (advertising agency)

Team One
Private
Industry Advertising
Founded 1987
Headquarters Silicon Beach, Los Angeles, California
Key people
 Julie Michael, president
Parent Saatchi & Saatchi
Website www.teamone-usa.com

Team One is an advertising agency based in Los Angeles in the U.S. state of California. It was founded in 1987 and focuses on luxury products and services.

History

Team One moved to Jefferson Boulevard in the Silicon Beach technology, entertainment, and media hub of Los Angeles, in 2014 after 25 years in El Segundo.[1] It is one of several agencies that have moved to, or been established in, Silicon Beach since 2010.[2] Team One has a staff of more than 400, including offices in Chicago, New York, Atlanta, and Washington, D.C.[3][1] The relocation of its main offices was described in a Los Angeles Business Journal article as part of the establishment of that street as a west coast analogue of Madison Avenue—home to many of the region's top advertising agencies.[1]

The company's clients include Lexus, HSBC Premier, Häagen Dazs, Indian Motocycle Manufacturing Company[4] and The Ritz Carlton.[3] It is a division of Saatchi & Saatchi.[5][6]

As of June 2015, Julie Michael is president of Team One; she has been with the company since 1998.[7]

In January 2016 Team One added two executives: Jennifer Bolt, as executive director of idea communication,[8] and Joe DeMiero, as management director, digital.[9][10]

In 2018 Team One held a 30 year anniversary party, inviting alumni to come and celebrate with current staff and tour the offices on Jefferson Boulevard. Attending this party were Scott Gilbert, an early President of Team One during the 1990s and Tom Cordner, Executive Creative Director during the 1990s.

Notable campaigns

Some Team One advertising campaigns that have earned praise and awards:

Virtual Reality Lab

Team One executives launched an in-house VR Lab in April 2016[28] focusing on experimentation and exploring the best way to tell brand stories through VR.[29][30] The agency also assembled an in-house team of six to focus on AI.[31]

The Legacy Lab

Legacy Lab is a consulting practice launched by Team One in 2012.[32] The Legacy Lab has researched brands including The Bluebird Cafe, It Gets Better Project,[33] Girls Who Code,[34] The Ritz-Carlton,[35] The Championships, Wimbledon[36] and Taylor Guitars[37] and publishes many of its findings online.[38]

In 2016, The Legacy Lab received a Jay Chiat Award from the American Association of Advertising Agencies for its redesign work for Me & the Bees.[39]

References

  1. 1 2 3 Hudson, Subrina (January 6, 2014). "Ad Space". Los Angeles Business Journal.
  2. ↑ Stanley, T.L. (November 15, 2015). "How the Steady Stream of Creative Talent Moving From N.Y. to L.A. Became a Flood". AdWeek.
  3. 1 2 Morrison, Maureen (October 23, 2014). "Saatchi, Team One to Open Shop in Texas for Toyota and Lexus". Advertising Age.
  4. ↑ Birkner, Christine (April 14, 2016). "Indian Motorcycle Is Competing With Harley-Davidson by Giving Away Art". Adweek.
  5. ↑ Aditham, Krian (June 23, 2015). "Julie Michael Promoted to President of Team One". Adweek.
  6. ↑ Elliott, Stuart (May 12, 2014). "Putting on the Ritz six words at a time". New York Times.
  7. ↑ "Lexus agency strives for more personal touch". Automotive News. September 21, 2015.
  8. ↑ Oster, Erik (January 5, 2016). "Revolving Door: Team One Appoints Jennifer Bolt to Lead Idea Communication Team". Adweek AgencySpy.
  9. ↑ "Agencies". Media Life Magazine. January 26, 2016.
  10. ↑ "Former Razorfish Digital Leader W. Joe DeMiero Joins Team One". Little Black Book. January 2016.
  11. ↑ Nudd, Tim (November 21, 2014). "Ad of the Day: Lexus Sprinkles Magic Dust on This Year's 'December to Remember': Ads Grown-ups are kids again in Team One's new spots". AdWeek.
  12. ↑ Elliot, Stuart (May 12, 2014). "Putting on the Ritz, Six Words at a Time". New York Times.
  13. ↑ Chan, Jennifer (May 14, 2014). "Ritz-Carlton's six-word poem challenge". Marketing Interactive.
  14. ↑ Faw, Larissa (May 15, 2014). "Ritz-Carlton updates Hemingway challenge for new campaign". Media Post.
  15. ↑ "Lexus and Sports Illustrated present the 'Tori 500'". Ads of the World.
  16. ↑ "Lexus/Sports Illustrated: The Tori 500". Creativity Online. November 14, 2012.
  17. ↑ Goldrich, Robert (January 31, 2015). "Tim Damon Directs Lexus "Illusion" For Super Bowl, Team One". Shoot Online.
  18. ↑ "Team One Spins Out Impressive Mini-sized Stunts for Lexus' Super Bowl Ad". Little Black Book.
  19. ↑ "Stunt-Driving Toy Lexus Drifts Its Way Into the Super Bowl". Ad Age. February 1, 2015.
  20. ↑ Greenberg, Karl (January 29, 2015). "Ritz-Carlton updates Hemingway challenge for new campaign". Media Post.
  21. ↑ Marshall, Jack (January 29, 2015). "Lexus creates 1,000 video ads for Facebook campaign". Wall Street Journal.
  22. ↑ Bond Jr., Vince (July 23, 2015). "Automakers should deploy mobile ads earlier in the purchase cycle, Facebook study finds". Automotive News.
  23. ↑ Oster., Erik (February 4, 2015). "Team One reveals live action trailer for 2K's Evolve". Adweek.
  24. ↑ "Team One & 2K launch cinematic 'Evolve' trailer". Little Black Book.
  25. ↑ Richards, Katie (January 9, 2017). "Lexus Is Returning to the Super Bowl This Year With an Ad Narrated by Minnie Driver". Adweek.
  26. ↑ Vranica, Suzanne (January 23, 2017). "Toyota to Use Super Bowl to Drive Cool Factor of Lexus Brand". The Wall Street Journal.
  27. ↑ Walsh, S.M. (February 5, 2017). "Watch: Lexus Super Bowl Commercial Ad 2017 With Sia Video [Full Video]". Heavy.
  28. ↑ Stanley, T.L. (April 18, 2016). "West Coast Ad Agencies Are Building On-Site Labs to Experiment With Virtual Reality". Adweek.
  29. ↑ Green, Alastair (November 3, 2016). "No Fad: Virtual Reality Has Reached a Tipping Point". Ad Age.
  30. ↑ Staff, Shoot (August 19, 2016). "Ad Agency Mid-year Survey: VR, In-House Production, Brands As Publishers". Shoot Online.
  31. ↑ Chen, Yuyu (November 9, 2016). "Ad agencies are rushing out artificial intelligence services". Digiday.
  32. ↑ O’Brien, Kyle (November 23, 2016). "The Legacy Lab Honors launches to honor brand leaders". The Drum.
  33. ↑ Miller, Mark (February 28, 2017). "Building Brand Legacy In The Age Of Now: It Gets Better". Fast Company.
  34. ↑ Miller, Mark (March 15, 2017). "Building Brand Legacy In The Age Of Now: Girls Who Code". Fast Company.
  35. ↑ Miller, Mark (January 30, 2017). "Building Brand Legacy For The Age Of Now: The Ritz-Carlton". Fast Company.
  36. ↑ Miller, Mark (March 23, 2017). "Building Brand Legacy In The Age Of Now: The Championships, Wimbledon". Fast Company.
  37. ↑ Miller, Mark (February 8, 2017). "Building Brand Legacy For The Age Of Now: Taylor Guitars". Fast Company.
  38. ↑ "Insights". The Legacy Lab. Team One. December 1, 2016. Retrieved December 1, 2016.
  39. ↑ "THE 2016 JAY CHIAT WINNERS". American Association of Advertising Agencies. American Association of Advertising Agencies. October 18, 2016. Retrieved December 7, 2016.
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