Organic, Inc.

Organic, Inc. is an interactive advertising agency headquartered in New York City with additional offices in Detroit, and San Francisco and is a part of the Omnicom Group Inc.

History

One of the original interactive agencies, Organic was founded by Jonathan Nelson, Brian Behlendorf, Cliff Skolnick and Matthew Nelson in 1993.[1]

The firm developed the software product that became the web analytics company Accrue.[1]

The firm completed an initial public offering in February 2000 under the ticker OGNC,[2] but like many dot-com companies, was adversely affected when the Dot-com bubble burst and drastically reduced its size. It was re-privatized in 2001, and in 2003, became a wholly owned subsidiary of advertising holding company Omnicom Group.[3]

Marketing Intelligence

The firm uses a proprietary set of analytics tools to forecast future sales.[4][5][6] One client of this service was Chrysler.[7]

Notable work

Among its notable work was their launch, in the spring of 2010, of the “Break the Cycle” campaign, a CPG launch for the "U by Kotex" brand built around social media.[8]

The firm also did work with The Meth Project.[9] The campaign included TV, radio, out-of-home, social and digital components, including an immersive online experience at www.MethProject.org in an effort to counter meth addiction.

References
  1. Bayers, Chip. "The Original Internet Adman", AdWeek, 2011-07-12. Retrieved on 1-17-12.
  2. Koffey, Nicole. "Organic (OGNC) to Open Strong", Forbes, 2000-02-02. Retrieved on 2009-07-03.
  3. Mack, Ann M. "Omnicom Confirms Organic Purchase", AdWeek, 2003-03-03. Retrieved on 2009-07-03.
  4. Steel, Emily. "Modeling Tools Stretch Ad Dollars", Wall Street Journal, 2009-5-18. Retrieved 1-17-2012.
  5. Schwartz, Evan. "A New Model for Predicting Social-Media Impact", MIT Technology Review, Published by MIT, 2010-10-20. Retrieved on 1-17-2012.
  6. O’Leary, Noreen. "Media All-Star: Steve Kerho", AdWeek, 2011-11-19. Retrieved on 1-17-2012.
  7. Klaassen, Abbey. "Interactive Agency Organic Predicts Chrysler Sales With Media-Mix ROI Model", Ad Age, 2009-3-23. Retrieved on 1-17-2012.
  8. Neff, Jack. "Comparative Claims Resurface in Tampon Wars", AdAge, 2011-7-25. Retrieved on 1-17-2012.
  9. Nudd, Tim. "Darren Aronofsky Revisits the Horrors of Addiction in Anti-Meth PSAs", Adweek, 2011-11-8. Retrieved on 1-17-2012.
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