Creative agency Berlin Cameron, part of the WPP network, has launched BCXP, an in-house experiential arm, which will create one of a kind, interactive and tangible experiences for brands to break through to consumers. The practice will work with clients, including Capital One and ABC, to deliver unique experiences to brands and their audiences. The new venture will also work with WPP partners such as Cohn & Wolfe. BCXP will be led by a team made up of managing director Robin Potash, creative director Joel Arnold and head of new business Lori Brabant.
“At Berlin Cameron, we’ve put an emphasis on holistically and seamlessly incorporating brands into culture and people’s lives,” said Jennifer DaSilva, president of Berlin Cameron. “With BCXP, we saw an opportunity to elevate our offering for clients with a stellar team that knows experiential inside and out and has the track-record to prove it.”
BCXP specializes in bringing creative campaigns to life with unforgettable events and experiences. Working comprehensively–from strategy and creative design to production and operations–it will generate national touring events, immersive tech, product launches, pop-up shops and more. Each offering is uniquely produced to the client, ensuring tailored experiences that resonate with the consumer and speak to the essence of the client’s brand.
“Cohn & Wolfe has developed an excellent working relationship with Berlin Cameron, and we’re excited for the launch of BCXP,” said Liz Beck, EVP, US commercial director, integrated services, Cohn & Wolfe. “Robin, Joel and Lori are superstars in the experiential space, and adding their talents to the team will further strengthen our partnership with them.”
Potash joins BCXP from AWESTRUCK Marketing Group, where she led the agency for 14 years. As president, she oversaw the agency’s sales and operations teams in New York and Los Angeles, handling everything from client management to new business to budgets and project execution.
“Experiential isn’t cookie cutter. Every event is uniquely crafted for each individual client challenge. At Berlin Cameron, and through BCXP, we have the resources and know-how to create those individual experiences that breakthrough and create powerful connections with consumers,” said Potash.
Joining Potash is Arnold, who also comes over from AWESTRUCK. He is a strong practitioner in building content that resonates on all sides of the experiential marketing process. With a proven track record developing and executing award-winning projects for leading entertainment, consumer product, and lifestyle brands, Arnold works in tandem with the account, art and production departments to create activations that resonate long past the initial spectacle.
Rounding out the team is Brabant as head of new business for Berlin Cameron. A seasoned sales executive, she too hails from AWESTRUCK. Prior to that, Brabant helped launch a non-traditional place-based media company. Upon joining AWESTRUCK, she built on her years of experience leading new business and client relations, working with clients such as Capital One, CBS, Nickelodeon and Purina.
Carrie Coon Relishes Being Part Of An Ensemble–From “The Gilded Age” To “His Three Daughters”
It can be hard to catch Carrie Coon on her own.
She is far more likely to be found in the thick of an ensemble. That could be on TV, in "The Gilded Age," for which she was just Emmy nominated, or in the upcoming season of "The White Lotus," which she recently shot in Thailand. Or it could be in films, most relevantly, Azazel Jacobs' new drama, "His Three Daughters," in which Coon stars alongside Natasha Lyonne and Elizabeth Olsen as sisters caring for their dying father.
But on a recent, bright late-summer morning, Coon is sitting on a bench in the bucolic northeast Westchester town of Pound Ridge. A few years back, she and her husband, the playwright Tracy Letts, moved near here with their two young children, drawn by the long rows of stone walls and a particularly good BLT from a nearby cafe that Letts, after biting into, declared must be within 15 miles of where they lived.
In a few days, they would both fly to Los Angeles for the Emmys (Letts was nominated for his performance in "Winning Time" ). But Coon, 43, was then largely enmeshed in the day-to-day life of raising a family, along with their nightly movie viewings, which Letts pulls from his extensive DVD collection. The previous night's choice: "Once Around," with Holly Hunter and Richard Dreyfus.
Coon met Letts during her breakthrough performance in "Who's Afraid of Virginia Wolfe?" on Broadway in 2012. She played the heavy-drinking housewife Honey. It was the first role that Coon read and knew, viscerally, she had to play. Immediately after saying this, Coon sighs.
"It sounds like something some diva would say in a movie from the '50s," Coon says. "I just walked around in my apartment in my slip and I had pearls and a little brandy. I made a grocery list and I just did... Read More