Organic, Inc.

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Organic, Inc. is an interactive advertising agency headquartered in San Francisco with additional offices in Troy, MI, New York, London, and Los Angeles.

History[edit]

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] It created the first banner ad which ran on HotWired, many of the first ecommerce sites, the first mobile ad, and the first branded YouTube channel.[citation needed]

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[edit]

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[edit]

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.

Current Clients[edit]

Hilton Worldwide, Procter & Gamble, Intel, Kimberly-Clark, Specialized Bicycle Components, The Meth Project, The Hartford, Visa Inc., Walmart, Nike, Inc., The British Library, Hasbro, The J.M. Smucker Co., Pepsi, Constellation Wines, BBC

Awards[edit]

Organic won advertising awards for the U by Kotex campaign in 2010-2011, including three Effies, two ARF Ogilvy awards (including a Grand Ogilvy in Research Innovation), a Forrester Research Groundswell award and more.

References[edit]

  1. ^ a b 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.

External links[edit]