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'''Modernista!''' is a creative and communications agency based in Boston, Massachusetts. The agency currently represents [[Sears]], [[Showtime]],<ref>“Showtime, Modernista Amp Up <i>Dexter,</i> Season Five," in <i>Online Marketing Connect,</i> August 30, 2010, http://www.onlinemarketingconnect.com/mediabistroagencyspy/2010/08/showtime-modernista-amp-up-dexter-season-five/</ref>
'''Modernista!''' is a creative and communications agency based in Boston, Massachusetts. The agency currently represents [[Sears]], [[Showtime]],<ref>“Showtime, Modernista Amp Up <i>Dexter,</i> Season Five," in <i>Online Marketing Connect,</i> August 30, 2010, http://www.mediabistro.com/agencyspy/showtime-modernista-amp-up-dexter-season-five_b7306</ref>
[[Product Red|Product (RED)]], the [[National Park Foundation]], [[Nickelodeon (TV channel)|Nickelodeon]], Food Should Taste Good, Chug, [[Sophos]], [[Jack Wills]], Boulder Digital Works,<ref>"Boulder Digital Works Partners with Modernista!," in AgencySpy.com, June 8, 2010, http://www.mediabistro.com/agencyspy/boulder-digital-works-partners-with-modernista_b6681</ref> [[Doc to Dock]], [[Stop Handgun Violence]], and the [[Art Institute of Boston]]. In the past, Modernista! has created marketing campaigns for clients such as [[General Motors]], [[Palm (PDA)|Palm]], [[TIAA-CREF]], [[Napster]], [[Gap (clothing retailer)|the Gap]], [[Anheuser-Busch]], [[MTV]], and [[Converse (shoe company)|Converse]].<ref>Modernista! client list, http://www.facebook.com/pages/Modernista/5609423057.</ref>
[[Product Red|Product (RED)]], the [[National Park Foundation]], [[Nickelodeon (TV channel)|Nickelodeon]], Food Should Taste Good, Chug, [[Sophos]], [[Jack Wills]], Boulder Digital Works,<ref>"Boulder Digital Works Partners with Modernista!," in AgencySpy.com, June 8, 2010, http://www.mediabistro.com/agencyspy/boulder-digital-works-partners-with-modernista_b6681</ref> [[Doc to Dock]], [[Stop Handgun Violence]], and the [[Art Institute of Boston]]. In the past, Modernista! has created marketing campaigns for clients such as [[General Motors]], [[Palm, Inc.|Palm]], [[TIAA-CREF]], [[Napster]], [[Gap (clothing retailer)|the Gap]], [[Anheuser-Busch]], [[MTV]], and [[Converse (shoe company)|Converse]].<ref>Modernista! client list, http://www.facebook.com/pages/Modernista/5609423057.</ref>


In recent years, the agency has increasingly focused on interactive design. It has also involved itself in other types of creative projects, including [[music video]]s, magazine redesign, and [[alternate reality game|alternate reality gaming]]. According to co-founder Gary Koepke, the agency has modified its business model and now operates less as an advertising agency than as a creative [[think tank]].<ref>“Ad Agency Modernista Relies on Out-of-the-Box Thinking, in USA Today, Nov. 4, 2008, http://www.usatoday.com/money/companies/management/2008-08-10-modernista-ad-agency_N.htm.</ref>
In recent years, the agency has increasingly focused on interactive design. It has also involved itself in other types of creative projects, including [[music video]]s, magazine redesign, and [[alternate reality game|alternate reality gaming]]. According to co-founder Gary Koepke, the agency has modified its business model and now operates less as an advertising agency than as a creative [[think tank]].<ref>“Ad Agency Modernista Relies on Out-of-the-Box Thinking, in USA Today, Nov. 4, 2008, http://www.usatoday.com/money/companies/management/2008-08-10-modernista-ad-agency_N.htm.</ref>
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==Activities==
==Activities==


According to Bruce Horovitz, writing in the November 4, 2008 issue of [[USA Today]], Modernista! is known “for linking music from often obscure artists with compelling visuals in its TV spots.”<ref>“Ad Agency Modernista Relies on Out-of-the-Box Thinking, in USA Today, Nov. 4, 2008, http://www.usatoday.com/money/companies/management/2008-08-10-modernista-ad-agency_N.htm.</ref> In the print arena, one of the agency’s most visible projects involves the display of advertisements for the Stop Handgun Violence gun-control organization on a 252-foot-long billboard erected along the [[Massachusetts Turnpike]] in [[Boston]].<ref>“Stop Handgun Violence Debuts Dramatic Billboard in Massachusetts….,” Stop Handgun Violence press release, http://www.stophandgunviolence.com/press-debut.asp.</ref> Digital projects include web sites and microsites for HUMMER, Cadillac, Nickelodeon,<ref>Nickelodeon "The Big Help," http://www.nick.com/thebighelp/</ref> Boulder Digital Works,<ref>Boulder Digital Works web site, http://bdw.colorado.edu/</ref> Product (RED),<ref>(RED)NIGHTS concert site, http://rednights.joinred.com.</ref> the National Park Foundation,<ref>“This Is Your Land,” in Communication Arts 2010 Interactive Annual, http://www.commarts.com/interactive/cai10/thisisyourland.html</ref> and the Art Institute of Boston.
According to Bruce Horovitz, writing in the November 4, 2008 issue of [[USA Today]], Modernista! is known “for linking music from often obscure artists with compelling visuals in its TV spots.”<ref>“Ad Agency Modernista Relies on Out-of-the-Box Thinking, in USA Today, Nov. 4, 2008, http://www.usatoday.com/money/companies/management/2008-08-10-modernista-ad-agency_N.htm.</ref> In the print arena, one of the agency’s most visible projects involves the display of advertisements for the Stop Handgun Violence gun-control organization on a 252-foot-long billboard erected along the [[Massachusetts Turnpike]] in [[Boston]].<ref>“Stop Handgun Violence Debuts Dramatic Billboard in Massachusetts….,” Stop Handgun Violence press release, http://www.stophandgunviolence.com/press-debut.asp.</ref> Digital projects include web sites and microsites for HUMMER, Cadillac, Nickelodeon, Boulder Digital Works,<ref>Boulder Digital Works web site, http://bdw.colorado.edu/</ref> Product (RED),<ref>(RED)NIGHTS concert site, http://rednights.joinred.com.</ref> the National Park Foundation,<ref>“This Is Your Land,” in Communication Arts 2010 Interactive Annual, http://www.commarts.com/interactive/cai10/thisisyourland.html</ref> and the Art Institute of Boston.


In efforts outside traditional advertising, Modernista! has created music videos for [[David Bowie]] (“Slow Burn,” 2006) and [[U2]] (“Window in the Skies,” 2007)<ref>“The @U2 Interview: Gary Koepke,” Feb. 5, 2007, http://www.atu2.com/news/the-u2-interview-gary-koepke.html.</ref> and has designed computer visuals for concerts by trance DJ [[Paul Oakenfold]].<ref>“Oakenfold Taps Modernista for 2008 Tour Visuals,” in Advertising Age, April 1, 2008, http://adage.com/songsforsoap/post?article_id=126089.</ref> In 2008, the agency redesigned [[Bloomberg Businessweek|BusinessWeek]] magazine.<ref>“Hey, How’d You Redesign BusinessWeek, Modernista?,” in Media Bistro, Oct. 31, 2007, https://www.mediabistro.com/articles/cache/a9940.asp.</ref> It has also done strategic planning consulting for the [[Bill & Melinda Gates Foundation]].<ref>“Kindly Worship at the Modernista! Shrine,” in AdFreak, Aug. 11, 2008, http://adweek.blogs.com/adfreak/2008/08/kindly-worship.html.</ref> In 2010, the agency produced an alternate reality game leading up to season five of the [[Dexter (TV series)|<i>Dexter</i>]] TV show.<ref>"Showtime (Dexter): Serial Huntress," in Creativity Online, http://creativity-online.com/work/showtime-dexter-serial-huntress/20867</ref>
In efforts outside traditional advertising, Modernista! has created music videos for [[David Bowie]] (“Slow Burn,” 2006) and [[U2]] (“Window in the Skies,” 2007)<ref>“The @U2 Interview: Gary Koepke,” Feb. 5, 2007, http://www.atu2.com/news/the-u2-interview-gary-koepke.html.</ref> and has designed computer visuals for concerts by trance DJ [[Paul Oakenfold]].<ref>“Oakenfold Taps Modernista for 2008 Tour Visuals,” in Advertising Age, April 1, 2008, http://adage.com/songsforsoap/post?article_id=126089.</ref> In 2008, the agency redesigned [[Bloomberg Businessweek|BusinessWeek]] magazine. It has also done strategic planning consulting for the [[Bill & Melinda Gates Foundation]].<ref>“Kindly Worship at the Modernista! Shrine,” in AdFreak, Aug. 11, 2008, http://adweek.blogs.com/adfreak/2008/08/kindly-worship.html.</ref> In 2010, the agency produced an alternate reality game leading up to season five of the [[Dexter (TV series)|<i>Dexter</i>]] TV show.<ref>"Showtime (Dexter): Serial Huntress," in Creativity Online, http://creativity-online.com/work/showtime-dexter-serial-huntress/20867</ref>


==Controversies==
==Controversies==
Line 51: Line 51:
In March 2008, Modernista! gained attention for a redesign of its own [[website]], which now displayed only a small red navigation menu overlaid on the upper left corner of social-site pages that contained information about or from Modernista!, including [[Facebook]], [[Flickr]], and [[YouTube]]. With each new visit to www.modernista.com, one of these social sites was chosen at random to provide the agency’s “launch page.” In addition to the social sites, the agency’s blog page could appear on a random basis. In effect, outside of its blog, Modernista! referred visitors exclusively to [[social media]] to learn about the agency.<ref>“Ad Agency Gets Web 2.0! Can It Be True?,” in AttentionMax, March 28, 2008, http://www.attentionmax.com/blog/2008/03/ad_agency_gets_web_20_can_it_be_true.php. See also “Modernista Dismantles Site, Trusts the ‘Net to Share Its Ethos,” in Marketing Vox, March 19, 2008, http://www.marketingvox.com/modernista-dismantles-site-trusts-the-net-to-share-its-ethos-037421/.</ref>
In March 2008, Modernista! gained attention for a redesign of its own [[website]], which now displayed only a small red navigation menu overlaid on the upper left corner of social-site pages that contained information about or from Modernista!, including [[Facebook]], [[Flickr]], and [[YouTube]]. With each new visit to www.modernista.com, one of these social sites was chosen at random to provide the agency’s “launch page.” In addition to the social sites, the agency’s blog page could appear on a random basis. In effect, outside of its blog, Modernista! referred visitors exclusively to [[social media]] to learn about the agency.<ref>“Ad Agency Gets Web 2.0! Can It Be True?,” in AttentionMax, March 28, 2008, http://www.attentionmax.com/blog/2008/03/ad_agency_gets_web_20_can_it_be_true.php. See also “Modernista Dismantles Site, Trusts the ‘Net to Share Its Ethos,” in Marketing Vox, March 19, 2008, http://www.marketingvox.com/modernista-dismantles-site-trusts-the-net-to-share-its-ethos-037421/.</ref>


At one time, this “siteless site” (which won a [[Webby]] award in 2009<ref>http://theinspirationroom.com/daily/2009/webby-awards-for-websites-2009/</ref>) could utilize the [[Wikipedia]] entry for Modernista! as a landing page. Wikipedia’s [[Jimmy Wales]] asked Modernista! to stop using its Wikipedia article in this fashion. Following this, Wikipedia implemented technology that made it difficult to make such use of an entry, and the Modernista! site stopped routing to Wikipedia.<ref>“Modernista!,” in Communication Arts 2009 Interactive Annual, http://www.commarts.com/interactive/cai09/Modernista.html.</ref> In September 2010, the Modernista web site was completely redesigned.<ref>Modernista! web site, http://www.modernista.com</ref>
At one time, this “siteless site” (which won a [[Webby]] award in 2009) could utilize the [[Wikipedia]] entry for Modernista! as a landing page. Wikipedia’s [[Jimmy Wales]] asked Modernista! to stop using its Wikipedia article in this fashion. Following this, Wikipedia implemented technology that made it difficult to make such use of an entry, and the Modernista! site stopped routing to Wikipedia.<ref>“Modernista!,” in Communication Arts 2009 Interactive Annual, http://www.commarts.com/interactive/cai09/Modernista.html.</ref> In September 2010, the Modernista web site was completely redesigned.<ref>Modernista! web site, http://www.modernista.com</ref>


==References==
==References==

Revision as of 19:42, 8 February 2011

"Modernista" redirects here. For Catalan art style, see Modernisme.


Modernista! LLC
Company typeIndependent
IndustryAdvertising, Marketing
Founded2000
Headquarters
Boston, Massachusetts
,
USA
Number of locations
1
Websitehttp://www.modernista.com/

Modernista! is a creative and communications agency based in Boston, Massachusetts. The agency currently represents Sears, Showtime,[1] Product (RED), the National Park Foundation, Nickelodeon, Food Should Taste Good, Chug, Sophos, Jack Wills, Boulder Digital Works,[2] Doc to Dock, Stop Handgun Violence, and the Art Institute of Boston. In the past, Modernista! has created marketing campaigns for clients such as General Motors, Palm, TIAA-CREF, Napster, the Gap, Anheuser-Busch, MTV, and Converse.[3]

In recent years, the agency has increasingly focused on interactive design. It has also involved itself in other types of creative projects, including music videos, magazine redesign, and alternate reality gaming. According to co-founder Gary Koepke, the agency has modified its business model and now operates less as an advertising agency than as a creative think tank.[4]

History

Modernista! was launched in January 2000 by Gary Koepke and Lance Jensen, both from marketing/advertising backgrounds.[5] Jensen left the company in December 2010.[6]

In October 2000, Modernista! was appointed agency of record for General Motors’ HUMMER,[7] and in 2006 it was named the agency for GM’s Cadillac.[8] The relationship with both brands ended when GM went bankrupt in 2009.[9]

Following this, Modernista! revamped its executive team, which now includes president Matt Howell, managing director Alex Hesz, director of social media Sebastian Gard, and creative directors Davi Liu and Xavier Teo. With this move, the agency is much more focused on digital marketing and communications than it had been,[10] although it stresses that it remains "medium agnostic."[11]

Activities

According to Bruce Horovitz, writing in the November 4, 2008 issue of USA Today, Modernista! is known “for linking music from often obscure artists with compelling visuals in its TV spots.”[12] In the print arena, one of the agency’s most visible projects involves the display of advertisements for the Stop Handgun Violence gun-control organization on a 252-foot-long billboard erected along the Massachusetts Turnpike in Boston.[13] Digital projects include web sites and microsites for HUMMER, Cadillac, Nickelodeon, Boulder Digital Works,[14] Product (RED),[15] the National Park Foundation,[16] and the Art Institute of Boston.

In efforts outside traditional advertising, Modernista! has created music videos for David Bowie (“Slow Burn,” 2006) and U2 (“Window in the Skies,” 2007)[17] and has designed computer visuals for concerts by trance DJ Paul Oakenfold.[18] In 2008, the agency redesigned BusinessWeek magazine. It has also done strategic planning consulting for the Bill & Melinda Gates Foundation.[19] In 2010, the agency produced an alternate reality game leading up to season five of the Dexter TV show.[20]

Controversies

In March 2008, Modernista! gained attention for a redesign of its own website, which now displayed only a small red navigation menu overlaid on the upper left corner of social-site pages that contained information about or from Modernista!, including Facebook, Flickr, and YouTube. With each new visit to www.modernista.com, one of these social sites was chosen at random to provide the agency’s “launch page.” In addition to the social sites, the agency’s blog page could appear on a random basis. In effect, outside of its blog, Modernista! referred visitors exclusively to social media to learn about the agency.[21]

At one time, this “siteless site” (which won a Webby award in 2009) could utilize the Wikipedia entry for Modernista! as a landing page. Wikipedia’s Jimmy Wales asked Modernista! to stop using its Wikipedia article in this fashion. Following this, Wikipedia implemented technology that made it difficult to make such use of an entry, and the Modernista! site stopped routing to Wikipedia.[22] In September 2010, the Modernista web site was completely redesigned.[23]

References

  1. ^ “Showtime, Modernista Amp Up Dexter, Season Five," in Online Marketing Connect, August 30, 2010, http://www.mediabistro.com/agencyspy/showtime-modernista-amp-up-dexter-season-five_b7306
  2. ^ "Boulder Digital Works Partners with Modernista!," in AgencySpy.com, June 8, 2010, http://www.mediabistro.com/agencyspy/boulder-digital-works-partners-with-modernista_b6681
  3. ^ Modernista! client list, http://www.facebook.com/pages/Modernista/5609423057.
  4. ^ “Ad Agency Modernista Relies on Out-of-the-Box Thinking, in USA Today, Nov. 4, 2008, http://www.usatoday.com/money/companies/management/2008-08-10-modernista-ad-agency_N.htm.
  5. ^ “Marketing Muscle and Guzzle,” in the New York Times, Oct. 24, 2007, http://www.nytimes.com/2007/10/24/automobiles/autospecial/24HUMMER.html.
  6. ^ http://adage.com/agencynews/article?article_id=147561
  7. ^ “GM Announces Modernista! as Creative Agency for the HUMMER Brand, PR Newswire, Oct. 12, 2000, http://www.highbeam.com/doc/1G1-66008314.html.
  8. ^ “Modernista Wins the General Motors’ Cadillac Account,” in BusinessWeek, June 28, 2006, http://www.businessweek.com/innovate/NussbaumOnDesign/archives/2006/06/modernista_wins_the_general_motors_cadillac_account.html.
  9. ^ “GM Bankruptcy: End of an Era,” in CNNMoney, June 2, 2009, http://money.cnn.com/2009/06/01/news/companies/gm_bankruptcy/.
  10. ^ "Five Small Agencies Leading the Way in Boston's New Marketing Scene," in Bostinnovation.com, Oct. 11, 2010, http://bostinnovation.com/2010/10/11/five-small-agencies-leading-the-way-in-bostons-new-marketing-scene/
  11. ^ "Modernista Reshapes Exec Team," in BostonHerald.com, September 27, 2010, http://www.bostonherald.com/business/media/view/20100927modernista_reshapes_exec_team_seeks_to_replace_key_accounts/srvc=home&position=also
  12. ^ “Ad Agency Modernista Relies on Out-of-the-Box Thinking, in USA Today, Nov. 4, 2008, http://www.usatoday.com/money/companies/management/2008-08-10-modernista-ad-agency_N.htm.
  13. ^ “Stop Handgun Violence Debuts Dramatic Billboard in Massachusetts….,” Stop Handgun Violence press release, http://www.stophandgunviolence.com/press-debut.asp.
  14. ^ Boulder Digital Works web site, http://bdw.colorado.edu/
  15. ^ (RED)NIGHTS concert site, http://rednights.joinred.com.
  16. ^ “This Is Your Land,” in Communication Arts 2010 Interactive Annual, http://www.commarts.com/interactive/cai10/thisisyourland.html
  17. ^ “The @U2 Interview: Gary Koepke,” Feb. 5, 2007, http://www.atu2.com/news/the-u2-interview-gary-koepke.html.
  18. ^ “Oakenfold Taps Modernista for 2008 Tour Visuals,” in Advertising Age, April 1, 2008, http://adage.com/songsforsoap/post?article_id=126089.
  19. ^ “Kindly Worship at the Modernista! Shrine,” in AdFreak, Aug. 11, 2008, http://adweek.blogs.com/adfreak/2008/08/kindly-worship.html.
  20. ^ "Showtime (Dexter): Serial Huntress," in Creativity Online, http://creativity-online.com/work/showtime-dexter-serial-huntress/20867
  21. ^ “Ad Agency Gets Web 2.0! Can It Be True?,” in AttentionMax, March 28, 2008, http://www.attentionmax.com/blog/2008/03/ad_agency_gets_web_20_can_it_be_true.php. See also “Modernista Dismantles Site, Trusts the ‘Net to Share Its Ethos,” in Marketing Vox, March 19, 2008, http://www.marketingvox.com/modernista-dismantles-site-trusts-the-net-to-share-its-ethos-037421/.
  22. ^ “Modernista!,” in Communication Arts 2009 Interactive Annual, http://www.commarts.com/interactive/cai09/Modernista.html.
  23. ^ Modernista! web site, http://www.modernista.com
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