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VIEW OUR AWARDS

We are the leading independent

Branded
Entertain
ment

agency. We connect consumers to
brands via entertainment in more
impactful ways than traditional
disruptive advertising can.

Rob Donnell, CEO and founder, decided to leave the big agency world. His vision was to create a company specializing in

Branded
Entertain
ment

In 2004, Brand Arc became Toyota’s Branded Entertainment Agency, and quickly began to redefine the space through a series of industry firsts.

Building off those successes, we have grown into a thriving Branded Entertainment Agency working with clients like AT&T and Genentech expanding our scope of work to include brand building and strategy, creative development and production, enhanced by social media marketing.

We are a one of a kind creative shop with relationships, resources and a track record of doing groundbreaking work. We connect consumer brands and personalities with targeted audiences working across multiple entertainment platforms. We drive engagement and generate measurable results in a world where traditional disruptive advertising continues to lose its effectiveness.

Simply put, our work is about

content
and
ideas.

We like a challenge and pride ourselves on being original. We love nothing more than pushing an idea to its limit.

We are a small, eclectic team of talented experts with backgrounds in advertising, entertainment, marketing, media and production. We all have and continue to develop strong, deep-rooted relationships with producers, studios, agents and distributors to generate exclusive opportunities for our clients.

We know
how

to amplify theme, tone and character for a brand. We can take a media budget, create high-value marketing assets and deliver effective brand lift, recall and awareness across all media.

This is the world we live in.

RobDonnell

CEO & Founder

Rob is the CEO and Founder of Brand Arc, a branded entertainment firm specializing in TV, film, video games, mobile and digital platforms. Under Rob’s leadership, Brand Arc is leading the field with an impressive number of firsts for numerous clients including the first OTC brand, Tamiflu, to partner and co-promote with a major motion picture as well as the first brand sponsored and product integrated mobisodes for Toyota.

Prior to that, Rob was founder and executive director of J. Walter Thompson’s branded entertainment group, Amplify, from 2000 to 2004, responsible for all of Ford Motor Company’s entertainment marketing initiatives from “American Idol” to the James Bond film “Die Another Day.” He was also the executive producer of three award-winning short films including “Gulp,” which was a Sundance Film Festival selection in 2001.

Prior to Amplify, Donnell was the creative director and senior partner of JWT Digital in Detroit, for clients including Ford, Goodyear, and White Castle.  Donnell also served as creative director at JWT from 1987 to 1997. Prior to that he served tenures at Leo Burnett, Boston’s Cabot Advertising, Campbell-Ewald, and BBDO.

When Rob’s not leading the team or networking with studio executives, you might find him on the tennis court or tailgating at a USC football game.

MikeDavis

Chief Operating Officer

Mike has over thirty years of experience in numerous production and post-production roles. Before joining Brand Arc in April 2005, Mike produced a variety of TV projects such as “I Design” for The Fine Living Network, “Find and Design” for A&E and “Body of Evidence” for Discovery/Fit TV. Mike manages and produces multi-platform integrations across all Brand Arc clients.

Prior to joining Brand Arc, he was the Executive Producer and founder of 34 Degrees North, an editorial and production service facility. Mike’s production work includes television, commercials, music videos, web broadcasts, radio, and corporate videos. He has done work for blue chip clients and their ad agencies such as Ford-J. Walter Thompson, Hasbro-Grey Worldwide, Lexus-Team One, Discovery Channel, ESPN, Foote Cone Belding-S.F-Janus, Southern Co.-Lewis Communications, and Transamerica and The Walt Disney Company-Weller & O’Sullivan.

Mike is the Chief Operating Officer and the first employee hired at Brand Arc. When he’s not managing the Toyota account, you might find him in his man cave with his sidekick and adopted rescue dog, Lily.

MelissaMatthews

Director of Strategic Planning

A specialist in creating engaging marketing campaigns, media programs and event experiences, Melissa is the Director of Strategic Planning.

Previously Saatchi L.A.’s Media Director for Toyota Motor Sales National Advertising, Melissa’s range of experience encompasses strategy development, media, market research, and brand advertising across a variety of disciplines and clients including Toyota, AT&T, and Sony Pictures.

A southern California native, Melissa has a degree in English literature with a minor in marketing. She thrives in a fast paced environment and excels at developing and executing integrated platforms and strategic allegiances with leading brands. With a team-oriented attitude and an unwavering desire to learn, she is always looking to pioneer new marketing strategies and incorporate them into more significant connections with consumers. And, on occasion, you can catch her getting sucked down the addictive rabbit hole that is known as Buzzfeed.

JasonRowlett

Senior Producer

Jason has a diverse background that spans the world of television production, creative marketing and branded entertainment. He currently oversees all Brand Arc production and creative development of original content and programming for leading consumer brands, talent, networks and digital distribution partners.

Before joining Brand Arc, Jason worked at the Cannery Agency where he produced the award winning digital series “Hooked” for Brand Arc and Toyota. Prior to that, he worked at New Wave Entertainment where he developed and produced programming with Executive Producers Barry Katz and Brian Volk-Weiss, including “Frank TV” for TBS and “Hot Spot” for E! Other early productions include “The Extremists,” featuring big wave surfing legend Laird Hamilton and branded originals for Red Bull and The North Face.

Jason was born in London and came to the U.S. on board the Queen Elizabeth II. At the age of six his family decided to make L.A. their home. A true Brit at heart, Jason is a devoted Chelsea fan and can be found on the pitch coaching his two boys and competing in various soccer leagues around L.A.

JinaYu

Senior Account Manager

Jina has over 7 years of experience in the branded entertainment industry.   She joined Brand Arc in the summer of 2005 and was the fourth employee hired.

Prior to working at Brand Arc, Jina worked as a coordinator at a music-publishing firm, handling music publishing rights as well as researching artists for potential placements in films and TV shows. Jina graduated from UCLA with a degree in international economics, although she wanted to pursue a degree in the performing arts.   She’s not a die-hard Bruins fan, but once in a while, she likes to give USC football fans a hard time about their team.

Currently, Jina handles development, planning, creative execution and measurement of all branded entertainment projects for Brand Arc.   When she’s not busy integrating Toyota into popular TV shows such as “Top Chef” and “Modern Family,” you can find her rocking out to bands at music festivals and clubs, sipping wine in cocktail lounges  and enjoying gourmet meals around town.

KristenWaltman

Social Strategy Manager

Kristen became Brand Arc’s reigning social media queen in August of 2011.  Since then, Kristen’s helped some of our biggest clients like Toyota and Jamie and Adam of “MythBusters” fame, to convert their respective fan-bases into highly-engaged communities that thrive across all social media platforms. Kristen’s unique skill set includes content creation as well as strategic distribution—a winning combination in the world of social media management.

Before coming to Brand Arc, Kristen worked as an Interactive Coordinator at start-up turned leading media company, EQAL. There, Kristen mastered the art of community management and put her Bachelor’s in Journalism to work,  relying heavily on her editorial skills to create and manage community-based websites for consumer brands such as Kraft and Walgreens, and celebrity brands like Alison Sweeney, Alicia Silverstone, Chelsea Kane, and YouTube sensation Michelle Phan.

When she’s not blogging, Facebook-ing, Instagram-ing, Twitter-ing, or dreaming up and executing creative social strategies on behalf of brands both big and small, you’ll likely find her at her favorite Silverlake watering hole, telling stories and laughing (loudly) with friends.

ShailiSirpal

Executive Assistant

Shaili joined the Brand Arc team in 2013 and serves as Rob Donnell’s assistant. Hailing from West Palm Beach, Florida, she followed her love for sandy beaches and sunny skies and moved to LA. Shaili has a secret dream of becoming a cartoon voice, but decided that getting her Master’s Degree in Communication from USC would be a much smarter option. As a fellow Trojans fan, she fits right in at Brand Arc. When she’s not managing Rob’s busy schedule, she enjoys planning events for the team, especially when ice cream cake is involved.

Outside of the office, Shaili enjoys going to spin class, exploring different LA hikes, or going on spontaneous road trips. She loves checking out indie bands in LA, attempting to cook without relying on the microwave, and being the hat in Monopoly when she has game night with her friends. She also plays in an adult kickball league where it’s not uncommon to see her playing in a onesi experiential.

JulianSeneviratne

Production Assistant

Julian joined Brand Arc’s team as a production assistant and is responsible for handling the day-to-day operations and logistics of the Toyota fleet, and tracking and organizing all the in-show integrations.

Julian began working in television with his father and has worked for ESPN, NBC, NFL Network, Tennis Channel, Showtime Sports, MLB Network, and FOX Sports; covering pro football, pro baseball, pro tennis, pro soccer, college football, and boxing.

Before joining Brand Arc, Julian was a student/athlete at Whittier College. He majored in Sociology, and was a member of the men’s tennis team all four years. He secured the #1 singles and doubles positions, he was selected as a 1st Team ALL-SCIAC performer three years in a row (2010-13), and was named Whittier College’s Athlete Of The Year twice (2010 and 2013). Julian ended his tennis career being nationally ranked in the top 50 in singles and top 15 in doubles.

LauraPicard

Associate Project Manager

Laura joined Brand Arc in October 2011. Prior to working at Brand Arc, Laura worked as a Publicist on over forty accounts from lifestyle to entertainment public relations. Her work reached both local and national outlets including “The Today Show” and “Good Morning America.” Laura graduated from Suffolk University in Boston in 2009 with a degree in Psychology. She spent her time in college working with various philanthropic organizations, mainly with marginalized and homeless individuals. Laura founded an organization called  Brewing For Blankets with her classmates that raised over $3,000 for the homeless in Boston. Laura moved to L.A. from Boston in 2009 to pursue her aspiration to work in entertainment.

Laura loves to be healthy and in her spare time can be found doing hot yoga, hiking or running. She also enjoys writing, discovering new artists and loves music, especially EDM. A true California Girl, Laura loves the beach and anything to do with the ocean. She swears she was a mermaid in a past life.

Brand
Integration

We identify, develop and execute storyline integration opportunities that are contextually relevant and generate positive brand equity across all platforms.

Creative
Development
& Strategy

We deliver an insight-based approach that provides the foundation for creating emotional bonds with consumers to convey the right message, through the right channel, at the right time.

Content
Development

We create content, from ideation through execution, to successfully deliver engaging brand and consumer experiences.

Social
Amplification

We specialize in implementing highly effective social campaigns that maximize brand awareness, community connections and engagement across all platforms.

  • 001-topchef
  • 002-modernfamily
  • 003-jamie-adam
  • 004-warehouse
  • 005-curb
  • 006-royal-pains
  • 007-happy-feet
  • 008-hooked
  • 009-mad-tv
  • 012-bubblicious
  • 011-prison-break
  • 010-brian-worley

2013 Communicator Award – Silver Award of Distinction

“Branded Content” – Top Chef Season 9

2013 One Show Entertainment Bronze Pencil Winner

“Television: Program or Series” Modern Family – Toyota

2012 Cristal Festival – Brand Entertainment & Contents Summit – Sapphire Award Winner 

“Best Brand or Product Integration into an Existing TV Show, for Top Chef: Texas & Last Chance Kitchen.”

2012 One Show Entertainment Gold Pencil Winner

“Television Scripted Series – Curb Your Enthusiasm – Toyota Prius”

Three-time winner of
AdAge’s “Five Best Integrations of the Year”

 

Featured in the Association of National Advertisers’
“Best Practices in Branded Entertainment”

 

Ten-time winner of “iTVX Featured Placement of the Week”

 

2008 YouTube Award – “Jamie & Adam NVIDIA viral campaign”

 

Three 2007 Gold Davey Awards

“Branded Content: Video/Film/Movies – Toyota Hooked Digital Web Series”
“Business to Consumer – Toyota Hooked Digital Web Series”
“Promotional Branding – Toyota Hooked Digital Web Series”

Brand Arc and Brand Arc’s work have been featured in various publications such as the Wall Street Journal, LA Times, NY Times, Variety, The Hollywood Reporter, TV Week, Ad Age, Brandweek and Automotive News. Rob Donnell has also appeared as an expert on branded entertainment on ABC News and Bloomberg TV.

 

 

Integrated Transmedia 
Campaign:

Top Chef

Objective

Following the success of previous seasons, Toyota and Bravo were determined to enhance the already successful Top Chef marketing partnership. The goal – to further engage audiences and intensify viewer experiences while weaving brand benefits and capabilities through the storytelling.

Solution

Extended the platform to create an integrated campaign comprised of multiple touch points for viewers to interact with the brand. Toyota vehicles were interlaced into the reality competition series creating seamless storylines, showcasing key attributes across in-show content, custom promotions, give-a-ways, web drivers, and a groundbreaking web series “Last Chance Kitchen” that uniquely offered eliminated chefs a second chance to compete in branded challenges for a spot in the “Top Chef” finale.

Results

The campaign delivered greater impact, higher engagement and favorable brand recall for Toyota and earned Top Chef the honor of most engaging Reality Show (84%) for the season. Overall, Toyota integrations achieved more than double the brand recall of an average automotive category placement (62% versus 30%, respectively), while the effect on brand opinion was even more pronounced, with integrations achieving 3x the positive shift versus the category norm.   Through online discovery of “Last Chance Kitchen”, 3 million new viewers experienced the series, increasing Brand Favorability by 7%. Ultimately, Toyota reached 22 million viewers and successfully succeeded in engaging consumers on a deeper level.

Branded Entertainment: 
Television – Storyline Integration

Modern Family

Objective

Seek out “an intelligent family show” and comedic springboard for Toyota’s Sienna and Prius. Integrate these vehicles as essential characters to the storytelling that pop up frequently throughout the series.

Solution

Modern Family was identified before the show’s 2009 launch as the ideal springboard. The comedy hit speaks to viewers across multiple levels through neurotic and lovable characters while effortlessly interlacing Toyota vehicles; the way consumers do in their everyday lives.   Hilarious family interactions and frequent mishaps spotlight the perfect vehicles for not so perfect situations. 

Results

Toyota’s appearances have reached over 700 million viewers and racked up invaluable minutes of screen time, over 8 minutes in season 1 alone. Highly watched episodes have delivered over 17 million viewers and positioned Modern Family to become the #1 scripted television series for brand recall (source: iTVX). The “highly enjoyable” program positively impacts Toyota’s brand values, intensifing recognition, increasing likability and favorability, and delivering significant ROIs (+600%). Vehicles continue to be integrated in spontaneous ways and the brand remains culturally relevant, appearing in a show that people relate to and watch religiously.

Talent Branding

Jamie and Adam

Objective

Special effects experts Adam Savage and Jamie Hyneman co-host the hugely successful television series MythBusters, yet they themselves may not be household names. The goal was to establish and brand the talent above and beyond their long-running Discovery Channel show, while benefiting from its epic popularity.

Solution

Jamie and Adam had an idea to create and design a live, interactive stage show for their fans using the “MythBuster” model as the jumping off point. They created “Behind The Myths,” a show using science to test the validity of rumors, urban legends, onstage experiments and audience participation. Brand Arc collaborated and helped develop the 31-show tour, sold the event to promoters and established a new online home for the Jamie and Adam brand on Tested.com. Branching off from the Mythbusters social media footprint, we created new social media channels for their brand, which were used to promote the tour through a dedicated social media campaign and  marketing extensions that included their  new partnership with Tested.com. These new channels enabled them to engage with their existing fan base, but also reach like-minded curious folks to create new fans and followers.

Results

The tour was promoted mainly by social media marketing alone, and thirty of the thirty-one shows sold out in their first leg of the tour with 84,371 tickets sold. During March 2013 Tested.com site’s distribution deal with AOL, which drives incoming visitors to Tested stories from Aol.com, helped increase and drive traffic with over 1MM monthly uniques and over 9MM monthly page views. The huge success of “Behind the Myths” is still going strong and the tour is entering into its fourth leg and coming to a city near you.

Branded Entertainment: 
Multi-Faceted Marketing Partnership

Warehouse 13

Objective

Harness the momentum of Toyota’s creative partnership with SyFy Network to deliver a richer experience for deep diving fans of the popular show “Warehouse 13” and champions of the Toyota Prius.

Solution

Using storyline integration as the campaign’s cornerstone, Brand Arc partnered with SyFy to align the Prius c with a series regular creating compelling content and engaging marketing extensions. Toyota’s season-long immersive experience included in-show integrations, co-branded custom vignettes, a 10 chapter visually innovative companion web series, online and social extensions.

Results

The multi-faceted campaign delivered in-show integrations and custom content vignettes that drove stronger brand recall, likability, perceived fit and positive brand opinion versus the auto category norms. In-program, traditional Toyota commercials saw substantial lifts in brand and message recall and likability. “Warehouse 13” social media activity was up 282% and “Grand Designs” the custom web series delivered over 1.5 million streams across platforms. Toyota’s integrations achieved over 27 million exposures across all media platforms, over-delivering entertaining and engaging content to the show’s devoted fan base and admirers of the all-new Prius c.

Branded Entertainment:
Television – Storyline Integration

Curb Your Enthusiasm

Objective

Cleverly integrate Toyota into a series that strategically fits brand values, positioning and perception. The opportunity must be culturally relevant in ways that enrich the storytelling and the viewers’ brand experience.

Solution

Larry David, creator of “Curb”, is an “accidental” Prius ambassador of sorts. Larry likes Brand Arc and lucky for us, he likes Toyota Prius even more.

Curb Your Enthusiasm was an opportunity to organically showcase the iconic vehicle in truly engaging situations that cut across comedy and embraced an edgy quality and cult following. Ultimately, Prius became an extension of Larry’s character, creating super fans for the brand and for the show.

Results

Since season one, 150 million viewers have seen Prius in Curb and in 2012  Brand Arc received the One Show Entertainment Gold Pencil Award, highest honor for branded work in scripted Television category. Not bad for an “accidental” brand ambassador.

Custom Branded Content Vignette:

Royal Pains

Objective

Develop and create custom content to introduce and build awareness of the new Prius v.

Solution

Two custom content vignettes that in the tone of the show demonstrate the benefits and features of the all-new Prius v.  Content uses one of the show’s main character to showcase the vehicle.

Results

Vignettes delivered an 815% ROI and a 21% Awareness Bump and 17% Likability bump versus the Toyota commercials that ran in the show.

First Feature Film Co-Promotion
with Pharmaceutical Brand

Happy Feet

Objective

Raise awareness and increase education for flu prevention through a feature film co-promotion opportunity.

Solution

Produce the first ever co-promotion between a major motion picture studio and a pharmaceutical company. Create co-branded custom video content using characters from the film to raise awareness for flu prevention by directing viewers to the Roche micro site Flufacts.com.   

Results

Over the course of the film’s promotional window, Roche saw web traffic triple on Flufacts.com. Film was #1 at the box office for three consecutive weeks and accumulated $385,000,000 in worldwide box office and $150,000,000 in DVD sales.

Original Digital Content

Hooked

Objective

Create an original web series to support the launch of the newest Toyota Tundra, the company’s first full-size pick-up truck and the largest launch in Toyota’s 40-year history in the U.S.

Solution

Develop and produce “Hooked”, a series of 15 original webisodes following the lives of the top five anglers of Toyota’s Tundra Bass Fishing Team during their nationwide tour on the annual Bassmaster Classic fishing competition. Deliver on a concept that featured red-blooded Americans engaging in a great American past time, highlighting the truck’s rugged capabilities and seamlessly integrating the trucks in the overall storyline.

Results

“Hooked” series increased awareness with the targeted audience and generated a lot of buzz in the fishing industry.   Content was so entertaining that the series was shown/available on Sports Illustrated VOD. Series delivered added value repurposing several of the episodes as pod busters during ESPN’s outdoor block and won three Gold Davey Awards in Branded Content, Business to Consumer Marketing and Promotional Branding.

Storyline Television Integration

MAD TV

Objective

Cleverly introduce the all-new Toyota Yaris prior to the new vehicle’s official release.

Solution

Bridging a key target insight of comedy as an emotional connection point, Yaris (attributes, features and benefits) were woven into a series of comedic vignettes on the broadcast comedy sketch show “MadTV”.

Results

Groundbreaking; first ever pre-launch television showcase of a vehicle. Selected as the Association of National Advertisers “Best Practices” and Awarded as a 2006 Ad Age (Madison & Vine) Top Five Integrations Deal, And the content delivered 3 to 1 Return on Investment.

Original Digital Content

Bubblicious Blow-In Tour

Objective

Create an original webseries around The Bubblicious Blow-In Tour, a multi city bubble-blowing contest.

Solution

Developed a 5 part comedic “surreality-based” web series exploring the little known, often-misunderstood competitive sport of bubble blowing and the young competitors who are chasing victory.  Think “This is Spinal Tap” meets “Best in Show.”

Results

The “Bubblicious Blow-In Tour” webseries helped increase awareness for the brand through the popular web series, which included a dedicated micro site, youtube page and a targeted digital distribution plan.

First Ad-Supported Mobisodes

Prison Break

Objective

Extend the storyline of a popular FOX show with additional content, backstories and secondary charters.

Solution

“Proof of Innocence” was a collaboration between the producers and the brand to create the first ever ad supported mobile episodic series available exclusively to Sprint Mobile subscribers. Twenty-six, 2-minute episodes followed a parallel story line set in the “Prison Break” world.   

Results

Most successful streaming mobile series with nearly one million unique viewers.

Talent Branding

Brian Worley

Objective

With over a decade of experience, Brian Worley is a go-to resource for cutting-edge takes on event planning, celebrity weddings, green and eco-friendly entertaining, food, style, design and more.

Solution

Created an extensive social community for Brian. Monitored, managed and engaged with on a daily basis. The community includes a blog, Facebook Fan Page, Twitter presence, Pinterest Page and a Google+ presence.

Results

Brian’s blog, “Extraordinary Experiences”, quickly generated an audience of 2,683 loyal subscribers to date. Brand Arc has posted 240 blog posts to date, which have garnered over 940 comments. The blog was selected out of 428,954 other bloggers, and over 1,192,154 new blog posts, to be featured on WordPress’s prestigious Homepage called “Freshly Pressed”, not once, but TWO times this year. Currently, his blog averages 2,500 views per day. Combined with his ever growing following from Facebook, Twitter, Pinterest and Google+, Brian’s social presence has gone from non-existent to a KLOUT score of +53.

Reach Us

With a telephone…
310.893.6116

With an email…
shaili@brandarc.com for new business inquiries
mike@brandarc.com for Toyota related inquiries

With a car or an old fashioned letter…
Brand Arc, LLC
11845 W. Olympic Blvd, Suite 850
Los Angeles, CA 90064

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