Company: Ignited, El Segundo, CA
Company Description: Founded in 1999, Ignited is one of the most successful independent agencies in Los Angeles, offering clients a complete range of marketing and branding services, including advertising, interactive, event management and media planning and buying. Clients include Sony Electronics, NBC Universal Motion Pictures, Sega, Agility Logistics, LA Weekly, Playa Vista, GameTap and the U.S. Army.
Nomination Category: Creative Categories
Nomination Sub Category: Best Advertising, Editorial, or Design Agency
Nomination Title: Ignited Advertising
- Tell the story about what this nominated agency achieved since January 1 2007 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
As an advertising agency built by clients, Ignited helps businesses future-
proof their brand to ensure success with an increasingly demanding consumer.
The shop was founded in 1999 by Eric Johnson, who had previously served as
senior vice president of marketing for video-game developer Activision. Our
capabilities include a complete range of marketing and branding services,
including advertising, interactive, event management, strategic planning,
promotions, graphic design and media planning and buying. Our clients include
Sony Electronics (Latin America), EA Mobile, NBC Universal Motion Pictures,
Sega of America, Agility Logistics, L.A. Weekly, GameTap and the U.S. Army.
Ignited’s approach saw great success in 2007: we significantly increased
billings over $50MM from 2006 for several existing clients, including the U.S.
Army, Sony Latin America and NBC/Universal. Online gaming portal GameTap hired
Ignited to handle its $25MM creative, media and interactive business. Red Bull
hired the agency’s Exhibit + Events division to produce high-end trade-show
booths, including the $750K booth for the Las Vegas Bar and Nightclub show.
Total agency billings for 2007 were $128MM, up from $72MM in 2006.
In terms of personnel, the agency added media maven Anne-Marie Schaffer as
senior vice president, media, from Mediaedge:cia, where she ran the shop’s $1
billion Cingular Wireless/AT&T business. She previously serviced such accounts
as Lexus, Honda and Nissan. Ignited also hired veteran rainmaker VP Kim Haskell
to lead the shop’s business development department. Our executive creative
director, Mike Wolfsohn, has become the “go-to” creative advertising source for
several journalists and publications, including Brandweek magazine and the Los
Ignited created and toured the U.S. with the Virtual Army Experience (VAE),
which provides participants with a virtual test drive of the U.S. Army and the
world of soldiering, and resulted in extensive national media attention
(including the November 26, 2007, cover of Adweek magazine). The challenge of
marketing the military during wartime is overcome by the continued success and
expansion of the VAE program.
The agency’s interactive media duties for Bourne Ultimatum helped contribute to
NBC/Universal’s highest box office take in history in 2007.
Ignited moved from offices in Marina del Rey, Calif., to an expansive 55,000-
square-foot ultra modern office environment, with putting greens, fountains and
subsidized snacks and drinks. Last year saw the birth of Ignited’s Dreamcatcher
Program, which allows employees to contribute to a savings fund—matched by the
agency—for a “dream” travel, scholastic and/or philanthropic endeavor. We also
formed a “Green Team,” to help promote environmentally friendly habits in the
workplace and foster community service. For happy hours, costume parties, and
new-client, agency-wide celebration activities, we have SOFA, our Society of
- List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
- Provide a brief (up to 100 words) biography about the leader of this agency:
Since Eric Johnson founded the agency in 1999 with eight employees, Ignited has
grown to over $120 million in billings and 150 team members, becoming one of
the largest independent shops in Southern California. Since the agency’s
beginnings in gaming, Eric has personally added the U.S. Army’s Virtual Army
Experience and global logistics leader Agility to the client roster. Eric also
brings a unique perspective to the El Segundo, Calif.-based agency, having
previously held the post of senior vice president of marketing for Activision,
where he helped build the company to over $430 million in sales.