PaintBox & Impact210 Create New Cross-Cultural Advertising Model

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Impact210 and PaintBox advertising have entered an agreement together to create what Ad Age considers to be one of the next big ideas in specialized advertising.

Impact210 and PaintBox advertising have entered an agreement together to create what Ad Age considers to be one of the next big ideas in specialized advertising.

With a partnership of cross-cultural specialists, PaintBox and Impact210 will craft non-traditional marketing communication programs that are relevant to consumers of the cross-cultural psychographic. Our mission is to promote cultural understanding, celebrate diversity and foster global harmony. We create a stronger connection between brands and trendsetters by offering real cultural benefits that change consumers' lives for the better.

“God puts people in your life for a reason, a season or a lifetime. I trust that this will be a lifetime relationship,” assures Chris Surrey, Partner and Creative Visionary, PaintBox Advertising.

The new consumers are youth minded, trend savvy and have enough discretionary income to spur sales volume of any brand. Their values transcend ethnicity, but are tied by the shared values of individualism and attitudes which make them a global phenomenon. They are not loyal to any particular brand, but their influence on most brands allows them to be the catalyst for the general market consumer. They're inundated with countless marketing messages, from video games to Internet, from text messaging to Tivo, which has caused them to cycle through trends faster and their attention spans to decrease to the point that traditional advertising no longer resonates with this psychographic. We refer to them as the Cross-Cultural Trendsetters.

Introducing PaintBox Advertising, founded in 2005, a new form of cross-cultural insight, integrated go-to market strategy, emerging media and creative development shop that was specifically created to help brands understand and reach this fast-growing and highly-influential cross-cultural psychographic. Through its strategic planning and research capabilities, PaintBox has a number of cutting-edge, proprietary products such as “Street Pulse,” “Message Meter,” and “Urban Agents” that keep the agency and its clients plugged into cross-cultural consumers. “We are very excited about the potential of this collaboration,” states Michael Fomkin, CEO Impact210.

About Impact210:

Newly launched in 2005, Impact210 welcomes talent to visit our 5,000 square foot state of the art facility, conveniently located in SOHO, the fashion center of New York City, featuring both a spacious photo and casting studio, conference rooms, office space, a computer center with wi-fi internet access, full service café, plasma TVs and a DJ booth, available for holding open calls, photo shoots, meetings, presentations and workshops.

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Michael Fomkin
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