charlieuniformtango co-founder, president and executive producer, Lola Lott, announced the company is expanding its digital production company, DigiTango.
“We’re bringing Sean-Michael Daley onboard DigiTango as VP Content Strategy,” Lott said. Daley brings more than 15 years of consulting, design and software development experience spread across stints in Asia, Europe, the USA and his homeland, Australia. He most recently served as Group Account Director for Definition 6, an integrated interactive marketing agency. He founded a digital strategy consultancy in Sydney, Australia working with brands in Singapore, Hong Kong, Japan, Europe and the United States. He was CEO of kannuu, inc., a mobile search optimization start-up that won the prestigious Nokia’s Mobile Rules! Award for technology innovation.
“With charlieuniformtango‘s position of leadership in the marketplace, and class A reputation, we already have the resources and solid business model in place,” Daley said. “We will focus on content design and production for the web and in particular the use of video for online. We do this by modeling transactions and designing how to activate social interactions to help companies use content to drive transactions, both commercial and emotional. Additionally we are working with charlieuniformtango on opportunities for brands arising from the collision of online technologies with the traditional broadcast market.”
Daley joins Matt Manroe, who has been building the digital side of charlieuniformtango‘s business since he joined in 2008 as the Executive Creative Director of the company’s digital production capability. With experience in both the interactive and advertising businesses Manroe has a unique combination of skills from brand understanding to online execution.
“Matt and Sean-Michael make a very strong team,” Lott said. “Both are experienced entrepreneurs, creative thinkers and understand how powerful digital execution of a clients’ brand can be. More importantly they understand how to work with agencies.”
"We believe that for brands to build their value online they need to constantly engage their audience with content that moves them both emotionally and physically,” Daley said. “Obviously one of the elements is to provoke them to share not only content but their thoughts and feelings to their social community. This is the key to driving transactions. By adding measurement components you can model outcomes and then make adjustments in real-time to maximize campaign effectiveness.
“For a while now the approach to content was to ‘down-res it’ so it would perform fluidly on the web. But with the increase of bandwidth, processing power and screen quality HD delivered via the web is a reality. Add to that new devices like the iPhone, and iPad and set-top boxes enabling our HD large screen TVs to access web content, we now need to seriously look at production values and create content at broadcast quality levels for the new web-based distribution channels. The screen is our world, and it’s getting bigger and more varied every day.”
Asked to give examples of current requests for content, Lott said, “We have recently completed content strategy and execution for national brand clients – Samsung, State Farm and Q2 ebanking – and each one of them has the same need: show consumers how to get the most out of a company’s products or services. All are looking to us because few out there can offer fully integrated video, motion design and online production solutions. ”
“With well designed transactional models a content strategy can deliver virtually instant feedback on how well your marketing is working. And that’s the main reason interactive is going to keep growing. Unfortunately, with traditional TV, you often didn’t know how well your big beautiful commercial worked. With a content strategy, you can see how many times people touched your message, how they interacted with it, plus you have access to multiple levels of information and analytics. That’s the kind of information and results clients are looking for, and we can deliver it to them.” Daley said.
“My objective when we opened charlieuniformtango was to be the best commercial editing company in the Southwest. I’d say we’ve accomplished that; now we’re easily one of the best in the country,” Lola Lott said. “It’s not easy being considered one of the best, because you either have to keep reinventing yourself, or decide that you want to take a step back and coast for a while, and coasting is not our style–fortunately, and, at times, unfortunately.
“I would say almost every year of our fifteen years in business, we would achieve something that I was satisfied with, but we all knew that we had to keep trying new things and responding to market demands by supplying fresh solutions – things we possibly weren’t already doing. Expanding DigiTango is our step up to the next level.”
“If someone says it just comes easy for charlieuniformtango, I would say that I’m glad it looks that way, but it takes a lot of thought and consideration; basically, we just stay true to what we’re about, which is providing creative solutions for clients.”
Visit www.digi-tango.com for more information.
About charlieuniformtango
Founded in Dallas by Lola Lott and Jack Waldrip in 1995, charlieuniformtango has become one of the country’s most respected editorial and postproduction companies. charlieuniformtango evolved in 2008 with the addition of two sister companies: Liberal Media Films, a video production resource with a team of directors and producers well versed in every aspect of video content and TV commercial production, and DigiTango, which focuses on web content creation and production. charlietango’s clients benefit from the creative and production synergies that result from this unique combination of sister companies. charlietango’s goal is to continually push the boundaries of content design and execution for their clients. charlieuniformtango has facilities in Dallas and Austin, Texas. Learn more at charlietango.com.
