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Advertising Club of New Orleans Luncheon
(AAF New Orleans)
Tuesday, December 14, 2010
Please Bring Can Goods and Dried Food
Second Harvest Food Bank
Guest Speaker: Ian Kovalik, Executive Creative Director/Director (Mekanism)
Ian Kovalik’s prolific career in developing viral campaigns, branded entertainment, and creative social media programs has quickly led Mekanism to its reputation as one of the most respected digital agencies in the world. With the advent of social media, Kovalik and team quickly took the company’s expert storytelling engine and re-tooled it for new and highly-networked audiences, crafting successful entertainment and brand launch campaigns for clients such as Microsoft, Pepsi, EA, Dodge, Clorox, and DKNY.
Since joining Mekanism in 2003, Kovalik-led campaigns have won dozens of clients, and dozens of notable awards at Cannes, D&AD, The Effies, The Andy Awards, The Webbies, and more.
Most recently, Ian worked with DKNY International and Estee-Lauder to create a highly successful global club in Facebook for DKNY fragrances.
Kovalik notably directed the ‘Napster’ re-launch campaign that catapulted Mekanism to world fame in it’s first year, garnering a pair of Gold Lions for Best Integrated Interactive Campaign. Since then, Kovalik has written, edited, designed and directed award-winning global TV and Internet campaigns for DKNY, EA (Rockband, Need for Speed), Microsoft, Sobe, Gillette, and more.
As a director, Ian continues to work with Euro RSCG New York on the Charles Schwab television campaign.
Prior to joining Mekanism as CD in 2003, Kovalik was Creative Director at renowned New York design firm, hillmancurtis.
Ian lives in Oakland, California with his wife and two boys. And the entire household is obsessed with soccer and Ultraman.
Storytelling at the Speed of Social Media
The Social Media space may represent the biggest opportunity for a brand to expand and engage with their audience to date. Potential fans are already there. They’ve put themselves in place on sites like Facebook and Twitter and have unprecedented influence over the way marketing communications are consumed and spread. They’ve empowered themselves to become their own new media networks, and have the power to lift a brand up, or put it in its place.
As a creative in the industry, I’ve had to rethink what it means to make advertising in this environment. Sure, we still make :30 second spots and websites at Mekanism, but we’re acutely aware that our audience isn’t where it used to be. Finding them is challenge number one. Engaging with them in a way that is meaningful, relevant, nimble, and consistent is the rest of the puzzle. Fortunately, the fundamentals of entertainment and storytelling are as relevant as they ever were. The principles stay the same – they just need new packaging.
I’ll show you some of our best case studies, including work for the International Olympic Committee, General Mills, DKNY, and Unilever. I’ll talk about things we obsess over at Mekanism -- including the controversial -- like our project for Fast Company Magazine. I’ll show you our biggest hits, and detail how we overcame some of our biggest hurtles along the way – and did it at the speed of social media.
The International House Hotel is the official Sponsor of the New Orleans Advertising Club ( AAF NOLA)