The Omnicom Advertising Collective has launched LevelUp OAC, a comprehensive solution for brands seeking to tap the high-growth gaming market. LevelUp OAC combines the gaming expertise of two core agencies, TMA and GSD&M, which both sit within the Omnicom Advertising Collective–a portfolio of entrepreneurial, creative-first integrated marketing agencies.
Gaming analytics firm Newzoo confirms that the number of people who play video games grew from 2.03 billion in 2015 to 2.96 billion globally this past year. By creating an end-to-end and fully integrated offering in gaming, LevelUp OAC is designed to help brands navigate, connect, and engage with the high growth gaming community.
“Marketing to gamers requires specialized skillsets and seasoned professionals who live and breathe the gaming culture,” James Fenton, CEO of the Omnicom Advertising Collective, said about the launch. “LevelUp OAC brings together our most passionate and seasoned talents in the gaming space and offers a single source solution for brands who want to engage with gamers in an authentic, 360-degree way. It’s one of the unique ways that the Omnicom Advertising Collective can leverage the capabilities of its agency portfolio to drive client success.”
Dallas-based TMA brings to LevelUp OAC proven capabilities in gaming brand strategy and content creation, as well as gaming influencer engagement and experiential activation, accumulated from over a decade of experience in this ecosystem. Through the agency’s deep relationships with platforms, publishers, esports teams, industry events and leagues across the industry, TMA has made its clients’ brands an authentic part of the gaming community.
Complementing this expertise, Austin, Texas-headquartered GSD&M will bring its award-winning strategic in-game advertising communications solutions to LevelUp OAC. Working with retail and CPG brands, the agency has developed, planned, activated, placed and measured campaigns across a wide spectrum of gaming environments from esports to in-game, casual games and gaming partnerships. Additionally, the agency has in-house game experience design and activated AR and VR experiences for brands.
“No marketer should ignore the passion, social nature, and sheer size of the gaming community, which eclipses the audience for most professional sports,” said Trina Roffino, president of TMA. “When you add the powerful influence of streamers, and the rapid expansion of esports, it’s no wonder so many brands have recognized gaming as a huge business opportunity. But success depends on your ability to enhance the community, rather than impose on it. And this takes expertise.”
Noted Duff Stewart, CEO of GSD&M, “An audience engagement strategy and seamless execution, customized to these users, is critical to building brand success in gaming environments. At GSD&M, we account for real-time signals, behaviors, and motivations to define a brand’s key audience and then develop communications and media solutions that build valuable connected consumer experiences and drive results for brands.”
Fenton added that by harnessing the power of TMA and GSD&M, LevelUp OAC will offer “an unparalleled solution for clients’ gaming needs.” He added that LevelUp OAC offers the promise to bring together additional gaming capabilities including earned media and PR, commerce, and digital development through partnerships with partnered agencies across Omnicom Group. “Look for more ways the Omnicom Advertising Collective will apply its cross-agency knowledge in B2B, multicultural marketing, retail, the metaverse and more to help drive client success.”
DreamWorks Animation Hits 30 With A New Hit Different From The Norm: “The Wild Robot”
Filmmaker Chris Sanders had finally cracked "The Wild Robot."
Peter Brown's middle-grade book, about an intelligent robot living in the wilderness, had been sitting on the shelf at DreamWorks Animation for a bit. No one had quite figured it out. Then Sanders, the man behind beloved animated features from "Lilo & Stitch" to "How to Train Your Dragon," came along.
His vision, however, was different from the norm: The story started without zippy dialogue and didn't follow traditional beats. He also wanted to embrace a more illustrated style that melded analog warmth with computer generated imagery capabilities, which was finally technologically possible. Before he got too deep, he needed to make sure the studio was on board.
"They said, 'That's the reason we bought the book. We want to do something different,'" Sanders said. "One of the great strengths of DreamWorks is they're willing to try new things. To everybody's credit, they stayed the course."
And it's already paying off. "The Wild Robot" opened No. 1 in theaters nationwide this weekend, riding in on a wave of critical acclaim. Sanders didn't know it at the time but something bigger was at play too: "The Wild Robot" would be released coinciding with the studio's 30th anniversary.
It wasn't so long ago that DreamWorks was the new kid on the block. The upstart, founded by Jeffrey Katzenberg, Steven Spielberg and David Geffen, was in October 1994 the first new studio in 60 years. Since their first animated release ("Antz," in 1998), DreamWorks Animation has released 49 feature films that have grossed more than $17 billion at the box office. They have major franchises, including "Shrek," which became the first best animated feature Oscar winner, "Kung Fu Panda" and "How to... Read More