The National Advertising Agency That Works with Bertolli Olive Oil, Waste Management, Graeter's Ice Cream and Others, Ramps Up For Change

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FKM Reveals a New Process, New Leadership, New Services, Real Purpose

FKM is crazy ambitious. It is stocking its shelves with top-flight talent from Barkley, Crispin Porter + Bogusky, Ogilvy and Deutsch and building an engine to develop that big idea. But it is going a step further. The young management team is treating the agency like one of its brands, and going out with a big idea. FKM is launching its own campaign called the “Utility of Ideas”. The centerpiece of the campaign is a video-based social experiment that measures the relationship between brands and consumers in terms of increasing happiness. As part of the experiment, viewers direct agency funds to three important social causes including Share Our Strength, Star of Hope and The National Multiple Sclerosis Society. The video is housed on the agency’s new site which just launched.

FKM has also announced a new leadership team that believes the agency has a real purpose. Scott Brown was named president and chief creative officer. Scott has more than 15 years of agency experience. Prior to joining FKM, he was creative director at Barkley where he created award-winning campaigns for the March of Dimes, Macy’s, The Family Violence Prevention Fund, Wrangler and Lee Jeans. Scott’s first order of business as President has been to introduce the agency-wide philosophy of Utility of Ideas. At the heart of the philosophy is the belief that the best marketing and advertising contribute to the most fundamental pursuits of both consumers and brands.

Scott is restructuring FKM to develop ideas with just such utility. “Ideas with utility almost always have elements of innovation, interaction and transaction. Under his direction, the agency is now divided into three teams that look at brands from these specific points of view. How to be more innovative. How to interact with consumers in new and better ways. How to have more purposeful transactions,” says Brown.

And if that wasn’t enough, FKM has expanded its services to include a partnership with the country’s largest food truck company. FKM first drove a food truck into seven cities as part of a campaign for a major consumer packaged goods client. Success was defined by increase in sales and brand awareness in down markets. It took one taste of success for FKM to see that food trucks were not only a mobile advertising and sampling unit, but a mechanism for direct social interaction with consumers. In short, a new media channel.

The agency has also unveiled C4Word, an out of home technology division that will help brands reach consumers through digital art, games and interactive advertisements on some of the nation’s biggest, most watched screens. C4Word is presented in partnership with new media lab StudioIMC.

The technology behind C4Word initiatives engages and connects large audiences – and measures their participation – via phone, gesture and voice. C4Word creates immersive group gaming and interactive experiences in public spaces such as concerts, bars, hotels, universities, sports arenas and even Times Square. FKM believes there are endless opportunities for brands to further the group experience, and connect with their consumers during moments of extreme fun.

About FKM
FKM, founded in 1980, is a national advertising, marketing and public relations agency, with capabilities ranging from brand development, interactive marketing, print and Internet yellow pages, to search, mobile, and media buying and planning. Headquartered in Houston with offices in Dallas and Austin, the agency reports $230 million in annual billings. FKM clients range from Fortune 100 companies to entrepreneurial start-ups, including Waste Management, Bertolli and Carapelli Olive Oils, Phillips 66 Aviation, Central Garden & Pet, and Stewart Title.


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Lauren Lindauer
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