Media Inc. by Media Index Publishing Group

oppenheimer ad:Layout 1

2/1/12

2:21 PM

Page 1

oppenheimer ad:Layout 1

2/1/12

1:58 PM

Page 2

combo sell sheet:Layout 1

1/27/12

1:03 PM

Page 3

DVD & CD SERVICES

As one of the nation’s first commercial disc duplicators, we have the experience and expertise to handle any DVD or CD project. Regardless of size or complexity, Paragon Media makes DVD and CD projects a snap. Use our fast regular service, or just tell us when you need it. With our on-site capabilities, most projects can be turned in a couple of days. DVD & CD Duplication • Same Day & Standard Turn Service • Copy Protection: Macrovision® RipGuard and ACP, Sony® SecuROM, and CSS Content Protection • Video Encoding • DVD Authoring and Flash UI Design • Full Color Direct to Disc Printing • Digital & Offset Printed Packaging • Design Services • Hundreds of Stock Packaging Options • Project Management • Fulfillment Services

When it comes to selecting the best method to deliver your message there is no better choice than a USB device. USB devices are a high impact, high value product that will make your message stand out.

USB Devices Make An IMPACT!

A GREEN SOLUTION USB devices are reusable, making them an ideal green solution. VERSATILITY USB devices include; Stick Drives, MP3 Players, Smart Phones, Hard Drives, Cameras, and many other computer accessories. All of these devices can be preloaded with content and custom printed with your logo. OUR PRELOADING SERVICES INCLUDE: Duplication • Auto-run • Copy Protection • Formatting • Partitioning • Software/Hardware Keys USB Stick Drives • MP3 Players • Cameras • Smart Phones • USB HDD and more

PRINTING ON DEMAND

Paragon has 26 years in the media duplication business and is a premier provider of high quality, quick turn, digital printing services. Sales Kits • Marketing Materials • Booklets • Manuals • Variable Information and 1-to-1 Marketing • Customized Packaging

For great quality, on-demand, ecologically friendly, use our versatile Digital Printing Services.

26 YEARS OF EXPERIENCE AND KNOWLEDGE WORKING FOR YOU.

SEATTLE 206-808-7600 solutions@paragongroup.com

CHICAGO 224-372-7808

MI 4-11 TOC:Layout 1

1/27/12

2:23 PM

Page 4

CONTENTS

VOLUME 23 • ISSUE 4 2011

PUBLISHER

James R. Baker ASSOCIATE EDITOR

Katie Sauro SALES MANAGER

Katie Higgins SALES

Eric Iles, Paul Yarnold PRODUCTION MANAGER

John Rusnak DESIGNERS

Dawn Carlson Jenny Carlson WEBMASTER

Eric Pederson OFFICE MANAGER

Audra Higgins INFORMATION SERVICES MANAGER

Lois Sanborn CORRECTION StudioBard was mistakenly left off Media Inc.’s Post Production Services list, which ran in Issue 3. The information listed below should have been included on the list. We regret the error.

FEATURES

Contact info: StudioBard LLC; Portland, OR 503-273-2273; fax 503-225-1852 audiospa@studiobard.com www.studiobard.com www.hotspotmusiccompany.com

Services provided: Editing, ADR/Foley, Mixing/Mastering, Music Scoring, Music Supervision, Sound Supervision

DIRECT MARKETING: TECHNOLOGY, TRENDS & TACTICS

Media Index Publishing Group

32 COMING UP “ROSEYS”

P.O. Box 24365, Seattle, WA 98124-0365 1201 First Ave. S., Suite 309, Seattle, WA 98134 (206) 382-9220 • (800) 332-1736 Fax (206) 382-9437 Email: media@media-inc.com www.media-inc.com Display Advertising. Call Media Index Publishing Group for a current rate card. Discounts for frequency advertising. Advertising confirmation deadline is the 30th of the month prior to issue publication. Advertising mechanicals are due the 5th of the month of issue. All submitted materials become the property of Media Index Publishing Inc. and will not be returned. Subscriptions. Annual subscriptions to Media Inc. (4 issues) are

34 54 4

2012 SALARY TRENDS

$25 (+$2.20 if sent to WA address); two-year subscription is $37.50 (+$3.30 if sent to WA address). Send check or money order to Media Index Publishing Inc., or call (206) 382-9220 with VISA or M/C. Back issues of Media Inc. are available at Media Index Publishing Inc. offices at the cost of $5 plus tax.

WASHINGTON FILM: WITH NO INCENTIVE IN PLACE, WHAT’S NEXT FOR THE EVERGREEN STATE’S PRODUCTION INDUSTRY?

MEDIA INC. ISSUE FOUR 2011

Copyright © 2012 Media Index Publishing Group. All Rights Reserved. No part of this publication may be copied by any means, electronic or mechanical, including photocopying or recording by any information storage or retrieval system, without the express written permission of the publisher. Printed in USA

StudioTrucks-FP-ad:StudioTrucks

1/27/12

1:05 PM

Page 5

MI 4-11 TOC:Layout 1

1/27/12

2:24 PM

Page 6

CONTENTS 8 14 16 18

WHO’S NEWS QR CODES: BREAKING THROUGH WITHOUT BREAKING YOUR BUDGET

52 HORNALL ANDERSON TEAMS WITH GARLIC JIM’S

DRTV: BUILDING BRAND AND BEYOND STREAMLINE AND INCREASE THE INTEGRITY OF YOUR NEXT DIRECT MAIL CAMPAIGN

20 DIRECT HIT FILM: 60 OREGON RECORD YEAR, EVEN BRIGHTER FUTURE

EVOLVING BUSINESS OF 28 THE ADVERTISING IN SEATTLE 30 ACCENTUATE THE POSITIVE IN 2012 DIGITAL PORTFOLIO: MEDIA INC. 40 AMPLIFIES WEB PRESENCE

42 46 CLIENT MEETINGS THAT ROCK! 48 H-UV PRINTING: A REAL GAME-CHANGER PRINTERS GAIN NEW LOCAL 50 NW LEADERSHIP, NATIONAL RECOGNITION GOODBYE TO 2011: WE WON’T MISS YOU (WE HOPE!)

MEDIA INC. ISSUE FOUR 2011

EQUIPMENT COMPANY EARNS 64 EVERETT HONOR 68 BOOST YOUR BUDGET – HIRE LOCAL THE RECORD: 86 ON MEDIA INC.’S Q&A SERIES WITH LIMBO FILMS

22 MEDIA INC. INDUSTRY LISTS 22

DIRECT RESPONSE MARKETING SERVICES

CREATIVE & MEDIA STAFFING AGENCIES

72 78

TALENT/MODELING AGENCIES RECORDING STUDIOS/AUDIO SERVICES

westin maui ad:Layout 1

1/27/12

1:08 PM

Page 7

Be heard. No one listens anymore. With so many companies shouting in the marketplace, it’s getting harder to get your message heard.

Which is why we take a different approach. AKA Direct specializes in getting fingers out of ears. The secret! We connect you with your audience in innovative ways that are personal, accessible, relevant – and effective.

Stop shouting. Be heard.

Ask Us About:

¸ Strategy ¸ Design ¸ Digital and Litho Printing ¸ Data ¸ Cross-Media Marketing

800-647-8587 www.akadirect.com

THE RESULTS TEAM

DRMG a family of companies

MI 4-11 Whos News:Layout 1

2/1/12

1:29 PM

Page 8

WHO’S NEWS Check out the latest hires and promotions throughout the Northwest’s media companies. If you would like to submit an announcement and photo for Who’s News, e-mail them to the editor at editor@media-inc.com, or mail to P.O. Box 24365, Seattle, WA 98124. Photos should be 3” x 5” at 300 dpi, tiff or jpeg, labeled as the person’s name. ADVERTISING/MARKETING AND PUBLIC RELATIONS

Anvil Media/Portland Anvil Media/Portland Anvil Media/Portland JEFF BEFORD

NATE GANCHER

hired as Account Coordinator

Copacino+Fujikado/ Copacino+Fujikado/ Seattle

HEATHER SCHWARTZ Seattle TARAH FINLEY promoted to Senior

Account Director

JENNIFER TOBIAS

Desautel Hege/ Spokane, WA

JayRay/Tacoma, WA

TYLER TULLIS

CHRISTINE VARELA

hired as Senior Advisor

joined as Executive joined as Account Assistant Director

promoted to Account promoted to Vice Coordinator/Marketing President Specialist

Blankslate Creative/ GA Creative/ Bellevue, WA Seattle

Klündt | Hosmer/ Spokane, WA

Telepress/Seattle

JIM CRAIG

VAN NGUYEN

TYLER KRACHT

joined as Creative Director

hired as Accountant

hired as Designer

hired as Director of Sales

PATRICK MOODY

CREATIVE SERVICES

Liaison Public Relations/Portland

Weber Shandwick/ Seattle

BROOKE DALE

ROSE BERG

joined as Account Manager

52 Limited/Portland MARTHA HUMPHREY

joined as Talent joined as Senior Vice Manager President

JANIE BAKKE

An EOS With Perspective Since 1935, Glazer’s has been committed to the evolving art of image making. Check out video and photo gear in the main store, browse the Northwest’s largest lighting department or take your dream gear for a test drive through our rental department. Stop by our store in the South Lake Union neighborhood and experience the Glazer’s difference.

• 18.0 Megapixel CMOS sensor and DIGIC 4 I maging Processor • ISO 100 - 6400 (expandable to 12800) • Improved EOS HD Video mode • Vari-angle 3.0-inch Clear View LC D monitor. • Improved EOS Full HD Movie mode. • New Intelligent Auto mode • 3.7 fps continuous shooting up to approximately 34 JPEGs or approximately 6 RAW.

Call for price.

AUTHORIZED DEALER Cameras include Canon USA Inc. limited warranty/registration card. See store for details.

430 8th Ave N Seattle, WA 98109 | glazerscamera.com | 206.624.1100 | 8

MEDIA INC. ISSUE FOUR 2011

Family owned and operated for three generations

MI 4-11 Whos News:Layout 1

2/1/12

1:51 PM

Page 9

MI 4-11 DirectMarketing:Layout 1

2/1/12

1:58 PM

Page 10

MI 4-11 DirectMarketing:Layout 1

2/1/12

1:59 PM

Page 11

DIRECT MARKETING: Technology, Trends & Tactics By Mike Gilbert, Partner, GCDirect Marketing

hear this a lot from marketers: “What I used to do isn’t working, so what should I do now?” My answer? Focus on the key principles of direct marketing—deliver relevant content to the right target audience at the right time, and test and measure. Focus on what’s working from the old mix, while you simultaneously test new strategies. And think about your marketing in terms of “inbound” and “outbound,” and how you can take advantage of both.

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 DirectMarketing:Layout 1

1/27/12

4:28 PM

Page 12

A Direct Marketer’s Dream Search, pay per click, placed Web media, content marketing, and social media are essentially inbound marketing—because they attract people who are actively looking for what you have to sell. That’s a direct marketer’s dream. But with so many direct channels, where should your marketing focus? As always, on your audience. Consider what channels they access most frequently and then prioritize budget from there. And of course, test and measure! Social Media You can quantify direct ROI from social media through Web analytics and offer tracking. A simple way to attribute value is by recording the path traveled before a prospect fills out a form or makes a purchase. Adobe Omniture offers some great webinars on this topic. They report that, on average, retail sites that add “the like button” experience a 300 percent lift in traffic. By ascribing a dollar value to this traffic, you can determine social ROI. Check out the webinars at www.omniture.com. If appropriate to your product or service category, experiment

with online placed advertising. It’s a low-cost entry to test, and can deliver a high ROI. Note: Driving traffic to content-rich microsites increases the chance of capturing leads, because you’re sending people to relevant subject matter. E-mail Marketing E-mail marketing is still the most cost-effective way to communicate to your lead base and to existing customers. The first key is in list building, which can be achieved through both offline and online methods. E-mail lists are increasingly viewed as tangible assets by company CFOs. Initial calculations of the dollar value of a list can be as simple as dividing revenue via e-mail campaigns by the number of subscribers. ExactTarget offers “The Hub,” a simple interface where you can coordinate all of your campaigns—e-mail, SMS, and social media channels. Check out www.exacttarget.com for amazing free webinar content. (Tip: I recommend attending the ExactTarget Connections conference each fall in Indianapolis. It’s a one-stop shop of technology, techniques and education.)

With so many direct channels, where should your marketing focus?

MEDIA INC. ISSUE FOUR 2011

MI 4-11 DirectMarketing:Layout 1

1/27/12

3:37 PM

Page 13

CRM Integration & Automation E-mail integration with CRM systems means new subscribers are automatically put into a lead category in your database and can be tracked for communications received. It also means you can select a segmented group, such as “women who live in Kansas and like strawberry ice cream,” to receive a particular e-mail. And it allows deployment of time-saving automated programs that are triggered by specific consumer actions. Traditional Direct Mail Direct mail is still the best outbound method for generating targeted new customers. Working in a mindset that you’re going to generate leads to nurture them will help ensure a successful direct marketing program. And yes, use business reply cards. They still provide an average of 30 percent more leads. Inbound Marketing For most of our clients, the Web is their number one performing inbound channel. Therefore, the first place we look for unused potential is in a client’s Web site and pay per click advertising program. For comparatively few dollars, companies get huge returns by making these channels work for them. Mobile Marketing Smartphones offer a whole new set of marketing opportunities with

applications and social platforms, such as www.foursquare.com, that encourage people to “check in” to locations, letting their friends know where they’re shopping, dining, traveling—and enabling marketers to offer them something special for checking in. SMS optin marketing is a strong way to list-build and provide targeted offers in real-time. Smartphones also mean a new set of production and design conventions to follow for the Web site and e-mail. For some companies, nearly all of their e-mails are being read on mobile devices. So it’s critical that e-mail and Web design are compatible with those devices. A great resource to learn the latest in mobile is www.marketingprofs.com. And QR codes, which are free and easy to use, can be a phenomenal tool for getting people to your microsite fast. There has never been a more exciting time than now for direct marketers who love to target, measure, and analyze. So get started, test, and optimize. Happy marketing! GCDirect is a media neutral marketing firm located in Seattle that specializes in measurable marketing and offers consulting, creative development, database development and management, Internet marketing and traditional marketing services. To reach Mike Gilbert at GCDirect, e-mail mikeg@gcdirect.com or call 206-262-1999 X 206. www.GCDirect.com.

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 PosterGiant:Layout 1

1/27/12

2:29 PM

Page 14

QR Codes BREAKING THROUGH WITHOUT BREAKING YOUR BUDGET By Doug Cox Guest Columnist

t’s an interesting conundrum—times are tough, budgets are tight, and potential customers are bombarded with information and offers nearly 24/7.

As a business, how do you break through without breaking your own budget? As a guerrilla marketing company, we’re used to working with clients to maximize their impact—using street-level tactics to reach an audience where they live, work, shop and commute in an efficient and effective manner. One of the best ways we’ve found to do that is through the use of QR (quick response) codes. Whether you’ve realized it or not, QR codes are all around you. First developed and utilized in Japan to track the manufacturing process, QR codes help Babeland reach potential customers. they’re those quirky-looking squares that engage consumers on the go. BeautifulClockRadio.com’s promo By utilizing a camera phone with a QR reader, your potential poster features a QR code. audience actively engages with you and your message. Put a QR code on your poster, bar coaster, flyer, stencil, door hanger or We were also able to hand bill and you can direct your audience to a destination of your help the sex-positive retail choice—whether that’s a special offer, contest or specialized store Babeland reach content on your Web site, a vCard, or a YouTube video. QR codes potential customers by are a proven tactic to reach your audience and make a conneccrafting a bar coaster tion in an interactive way. with a QR code linking to Emerging technology tends to attract an audience that’s curipromotional offers, and ous and looking for a different experience—and by creatively distributing those in utilizing it, we’ve found that it’s an inexpensive, interesting, and appropriate venues. By more personal way to reach people who are gatekeepers for their doing so, we were also network of peers. able to help them create And while QR codes rely on technology, that doesn’t mean they a database of genuinely have to be boring. We recently executed a campaign for Microsoft interested customers Advertising that who had clicked incorporated grafthrough to see what fiti artists and a they were up to—a defispecialist who nite advantage in long-term marketing and just one of the many generates QR benefits of this application. codes with an artisThe key lies in engagement—in knowing how to find our clients’ tic flair. He was audiences and maximizing the outcome by using technology, able to give them a creativity and curiosity to turn marketing into a personal expecode they could rience. QR codes might be the current incarnation of that, but include into a they’re certainly not the last. We’ve got our eyes set on how emerggenuine piece of ing technology and trends can most effectively benefit you and art that garnered your goals. the attention of the media reps our Doug Cox is the president and founder of posterGIANT, a national client was looking guerrilla marketing company based in Seattle with over a decade’s An artistic QR code used in a Microsoft campaign. to reach. worth of experience reaching audiences efficiently and effectively. 14

MEDIA INC. ISSUE FOUR 2011

Hanna_ad.qxd:hanna

1/27/12

1:09 PM

Page 15

MI 4-11 Atomic Direct:Layout 1

1/30/12

11:28 AM

Page 16

DRTV: Building Brand and Beyond rom the Magic Bullet to Proactiv to hundreds of other popular products, direct response television (DRTV) has long been a successful medium for advertising new, exciting products—and for getting immediate results via a combination of phone, Web, and in-store sales.

But can DRTV establish brand for a product? According to Doug Garnett, author of the recently released book Building Brand with Direct Response Television, the answer is yes—if done correctly. The problem is that all too often DRTV is mis-used—or underused—by marketers who aren’t quite sure how to utilize this powerful medium, or are wary of it. “There is a huge lack of information out there about the combination of DRTV and branding,” says Garnett, who serves as CEO of Portland agency Atomic Direct. “This book started as a series of writings I did for clients to help them learn about this unusual medium, so that they would be able to turn around and use it on their own products.” Targeted to marketing managers, brand managers and other marketers, Building Brand is a collection of articles and case studies that Garnett has Doug Garnett put together to demonstrate the power of DRTV and to teach people how to harness it for maximum brand impact. One such case study discusses Atomic Direct’s campaign for Kreg Tool. The company had released a product called the “Kreg Jig,” a woodworking tool used to join two pieces of wood, that was sitting on the shelf virtually untouched. The product was what Garnett calls a “shelf potato”—no one bought it because they didn’t know about it. But ever since Atomic created and launched a 30-minute infomercial for the product, the Kreg Jig has been doing extremely well online and in retail stores like Lowe’s. Garnett’s book discusses how Atomic was able to create a successful, lucrative brand for Kreg, and how marketers can do the same for their own products. “I wanted a book that was useful throughout,” says Garnett. “Some people will use it as a reference book, jumping from chapter to chapter or case study to case study, while others will read it start to finish.” The most important thing, he continues, is that whether readers browse through or consume the entire book, they come away with an understanding of how DRTV helps build brands. A brand is not just a company name or a logo—a brand is each consumer’s experience with the product and with the company, says Garnett. Smart marketers know how to craft short- and long-form campaigns that not only sell products and services, but that also help develop relationships with consumers, thereby increasing customer loyalty and establishing a trustworthy brand that will have them coming back for more. 16

MEDIA INC. ISSUE FOUR 2011

The key to building a successful brand, says Garnett, is the effective implementation of the “Six Degrees of Brand DRTV.” Maximizing the following ingredients will ensure a well-rounded and impactful brand-building experience: Longer Time Formats. “Traditional advertising doesn’t know what to do with length,” says Garnett. “But with longer time formats, DRTV is able to lead people through the process of ‘here’s my idea’ to ‘here’s why you need it.’” Communicating to Heart & Mind. “Be sure to balance rational thinking with emotional appeal,” he adds. “Remember that you’re communicating with people’s hearts and minds.” DRTV allows time to emphasize both the product and the emotional connections involved. Direct Sales (Phone & Web). “DRTV creates immediate direct sales, but it also creates immediate bonds with customers,” says Garnett. Marketers must nourish both. Sales through All Channels (Retail, Catalog, etc.). “Of course you do want to be getting direct sales,” he continues. “But to focus on them exclusively reduces potential. Create a balance between retail sales and direct sales.” Inexpensive Media. “DRTV is very inexpensive compared to other forms of advertising. In certain cases your phone sales and Web sales will even pay for the medium.” Brand Execution. “Are you delivering the brand, and how are you delivering it? Testimonials do a wonderful job of communicating brand; brand is meaningless unless we’re talking about how the brand relates to someone’s life.” And while many may think that television, and thus DRTV, is losing its audience with the abundance of new media now available, quite the opposite is true. “The problem with new media is that it has no way to reach out,” explains Garnett. “If you think about the Web, it lets people know that you exist, but if they don’t know you exist, they won’t find you. The vast majority of advertising aims to reach out and touch people who don’t know about a product or service. TV is the single most effective way of doing that.” He continues, “What’s funny is that new media is making TV stronger. TV has never been more vital and alive than it is today. People are watching more TV than in the past; even the advent of DVR has made advertising more effective because the ads people care about, they stop and watch. People pay attention to see if something interests them. All these prognosticators who proclaimed ‘the death of TV’ were wrong.” As TV viewership continues to increase, there has never been a better time to start implementing direct response television into your advertising mix. Don’t let your product become a shelf potato—leverage your potential and build your brand with DRTV.

colorgraphics ad:Layout 1

1/27/12

1:10 PM

Page 17

Q U A L I T Y

P R I N T I N G

ISO Certified 9001:2008

ISO 9000 Certified

SFI-00570

MI 4-11 ColorGraphics:Layout 1

1/27/12

2:39 PM

Page 18

Streamline and Increase the Integrity of Your Next Direct Mail Campaign hen working with complex or critical direct mail communications, how do you ensure regulatory compliance, security, timeliness, accuracy and accountability while minimizing your costs and risks?

In June 2011, ColorGraphics Inc., a Cenveo company, added a Gunther Series III intelligent inserting line to complement their expanding commercial mailing capabilities. This new line of equipment is not just an inserter; it’s a full production line. Its capabilities include collation, in-line folding, four-way match mailing, selective envelope inserting, co-mingling of versions, variable length documents, in-line metering, and highresolution ink jet capabilities. It has the most robust integrity system available in the market. The benefit of using the ColorGraphics Gunther line on your next direct mail campaign is its significantly increased production and folding speed. It has a 100-percent guaranteed match for package content integrity for HIPAA or PHI mailings, and versatility with OMR, 2D, QR, and linear barcodes. ColorGraphics chose Gunther due to the company’s reputation

in high-integrity production workflows. “We need to prove the accuracy of mailing of each individual page within an envelope,” says David Carns, ColorGraphics general manager, “and this system does that by providing reports that confirm integrity down to the indiA peek at vidual envelope, proving that each piece the inner workings of the Gunther was produced accurately and intact.” The cost savings to the client is derived from the Gunther’s faster throughput speed and the reduced need for offline folding, inkjetting and metering. The equipment reads and collects information from a variety of barcode formats for integrity and machine control, making it flexible as well as efficient. The in-line folding and accumulating system folds documents of varying page lengths and inserts them into a #10 or 6 x 9.5 envelope, while processing the collected barcode information through three on-board networked computer systems to monitor, process, and control the information flow throughout the inserting process. Recently, ColorGraphics was honored by the Mailing and Fulfillment Service Association with a First Place award for Mail Ingenuity and Problem Solving. Contact ColorGraphics at 206-682-7171 or at www.colorgraphics.com.

Quality with great service, it just comes naturally to us. D High quality print and web ad preparation. D Catalog production - including image retouching and product matching. D Color accurate proofing to SWOP or GRACoL standards including GMG Dot proof. D Large format proofing and archival posters. D Customized online ad template utility. D Animated web banners.

Now featuring art quality prints on metal

Now over 40 years meeting your challenges large and small.

(206) 623-6963 www.adservices.com 10000 Lake City Way NE, Seattle, WA 98125 18

MEDIA INC. ISSUE FOUR 2011

colorgraphics ad:Layout 1

1/27/12

1:11 PM

Page 19

MI 4-11 Direct Hit:Layout 1

1/27/12

2:40 PM

Page 20

Direct

Hit

irect marketing comes in many different forms—from mailing pieces and PURLs to DRTV and beyond. To highlight some of these different tactics, Media Inc. asked three leading Northwest direct marketing companies to choose one of their recent campaigns and break it down into a synopsis, giving readers a look at the objective, the implementation strategy, and the outcome of the campaign.

McIntyre Direct TITLE: New products catalog CLIENT: C.C. Filson CHANNELS USED: Consumer direct mail catalog DEMOGRAPHIC: Men and women of all ages who work and play outdoors and want the best in apparel for rugged conditions. OBJECTIVE: Introduce new products for this outdoor apparel and luggage manufacturer in a way that connects with the brand’s heritage and 100-year history of quality. Lift sales. OUTCOME: This fall catalog worked powerfully for both customers and prospects. Dramatic sales increases in a down economy. New products were successful. Winner of the catalog industry’s top award: MCM’s 2011 Catalog of the Year. 20

MEDIA INC. ISSUE FOUR 2011

MI 4-11 Direct Hit:Layout 1

1/27/12

2:41 PM

Page 21

Golden Lasso TITLE: Every Mistake Has a Solution CLIENT: Bradley Johnson Attorneys CHANNELS USED: Print, direct and online media to consumers and the trade. OBJECTIVE: We like to say: Clients get the work they deserve. They don’t always like to hear that—but it’s true. We work with our clients to leverage who they are in a way they can stand behind. The clients who don’t back down from that, get work that works. OUTCOME: We’ll let Brad tell you: “I attribute a lot of awareness to the campaign—but the most unexpected result is the way it impacted our team. It brought us together to believe in, and stand for, who we actually are.” — Bradley Johnson, Bradley Johnson Attorneys

Atomic Direct TITLE: Exceptional CLIENT: Kobalt Tools CHANNELS USED: National cable DEMOGRAPHIC: DIY customer or customer gifting a DIYer; particularly during the holiday season. OBJECTIVE: Drive holiday retail sales while offsetting television advertising cost with direct sales. OUTCOME: The Kobalt Double-Drive campaign drove outstanding results as it built retail and direct demand for a 2011 holiday introduction. DoubleDrive is a superb example of leveraging Atomic’s “Six Degrees of Brand DRTV” that maximizes campaign effectiveness across all sales channels— from the phone to the Web to the retail store.

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Direct Resp List:Layout 1

1/27/12

2:42 PM

Page 22

NW DIRECT RESPONSE

MARKETING SERVICES

AccuDirect Response Co; Portland, OR 503-223-2076; fax 503-228-6632 info@accudirectnw.com www.accudirectnw.com

Karen Munro, president Fred Haase, printing & fulfillment Chris Samples, data processing

ADi; Portland, OR 503-227-5914; fax 503-227-3269 kate@animationdynamics.com www.animationdynamics.com

Kate Ertmann, president

AKA Direct, Inc.; Portland, OR 503-467-2200; fax 503-445-0064 info@akadirect.com www.akadirect.com

Wayne Modica, president/ CEO

APDOT LLC; Seattle, WA 206-595-0172; fax 866-853-8568 apheurberg@apdot.com www.apdot.com

Arne-Per Heurberg

Atomic Direct; Portland, OR 503-296-6131; fax 503-296-9890 info@atomicdirect.com www.atomicdirect.com

Doug Garnett Skye Weadick

Catalysis; Seattle, WA 206-826-8000; fax 206-826-8888 info@catalysis.com www.catalysis.com

Douglas Hunt, CEO Nancy Hadley, MD

Cesari Direct; Seattle, WA 206-281-7975; fax 206-826-0200 tobrien@cesaridirect.com www.cesaridirect.com

Rick Cesari, CEO

CREATING WORK THAT WORKS SINCE 1992 Direct marketing strategy, creative and analysis

206.447.5665 www.hmgseattle.com 22

MEDIA INC. ISSUE FOUR 2011

SE PPO TT INT IN M G EN OT T H

EN M T MA ULT RK I-C H ET A IN NN G EL A

ET E IN MA G IN TE FU NA LF NC ILL E/

AN AL YT ICS LE AD GE NE DA RA MA TA TIO RK BAS N

ME NT PR IN TIN G

IN (pU TER RL ACT s, IVE QR /D Co IGI de TA s, L S ME ap ER ps VI DI , e CE A tc. S PL ) A

DI RE CT MA ILI NG DR TV

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

SERVICES PROVIDED

hacker group ad:Layout 1

1/27/12

1:12 PM

Page 23

IRRESPONSIBLY GETTING PEOPLE TO NOTICE SINCE 1986 Celebrating 25 years of performance for Americaâ&#x20AC;&#x2122;s most trusted brands.

hackergroup.com

MI 4-11 Direct Resp List:Layout 1

1/31/12

2:03 PM

Page 24

NW DIRECT RESPONSE

MARKETING SERVICES

The Day Group; Seattle, WA 206-652-3400 x41; fax 206-652-3401 jday@daygroup.com www.daygroup.com

James P. Day, president

Direct Connect Group West; Seattle, WA 206-784-6892; fax 206-782-3623 bclarke@mpg.dcgwest.com www.dcgwest.com

Brad Clarke, president Terry Storms, CEO

Direct Marketing Solutions; Portland, OR 503-281-1400; fax 503-249-5120 www.teamdms.com

Mike Sherman, CEO

GCDirect; Seattle, WA 206-262-1999; fax 206-262-0999 mikeg@gcdirect.com www.gcdirect.com

Mike Gilbert, partner Cynthia Cruver, partner

Golden Lasso; Seattle, WA 206-838-3170; fax 206-838-3161 philips@goldenlasso.com www.goldenlasso.com

Bridget Culligan, CEO Philip Shaw, president

Good News Media Group; Tukwila, WA 206-398-2399; fax 206-398-2398 info@tbopusa.com www.tbopusa.com

Dan Langdon, CEO Ken Balduff, president

Hacker Group; Seattle, WA 206-805-1500; fax 206-805-1599 cdillon@hackergroup.com www.hackergroup.com

Spyro Kourtis, president/ CEO

MEDIA INC. ISSUE FOUR 2011

SE PPO TT INT IN M G EN OT T H

T MA ULT RK I-C ET HA IN NN G EL A

AN CE /

UL FIL LM EN M

KE SE TIN M G AIN TE F N

AN AL YT ICS

LE AD GE NE D RA MA ATA TIO B R A N

T EN

CE M

PR IN TIN G

IN (pU TER RL ACT s, IVE QR /D Co IGI de TA s, L S ME ap ER ps VI DI , e CE A tc. S PL ) A

DI RE CT MA ILI NG DR TV

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

SERVICES PROVIDED

MI 4-11 Direct Resp List:Layout 1

1/27/12

1:23 PM

Page 25

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Direct Resp List:Layout 1

1/27/12

2:44 PM

Page 26

NW DIRECT RESPONSE

MARKETING SERVICES

Hunt Marketing Group; Seattle, WA 206-447-5665; fax 206-447-5789 brian@hmgseattle.com www.hmgseattle.com

Brian Hunt, president

Mailing Lists Plus Inc.; Bellevue, WA 425-451-3335; fax 425-646-4485 info@mailinglistsplus.com www.mailinglistsplus.com

Carol Kollmann

Marketry; Bellevue, WA 425-451-1262; fax 425-451-1941 bruce@marketry.com www.marketry.com

Greg Swent, president Bruce Morrison, VP

Massini Group; Hillsboro, OR 503-640-9800; fax 503-640-9888 info@massini-group.com www.massini-group.com

Joe Krisky, president

McIntyre Direct; Portland, OR 503-286-1400; fax 503-286-1300 susan@mcintyredirect.com www.mcintyredirect.com

Susan McIntyre, founder/ chief strategist Carrie Chapin, VP marketing Dan McIntyre, president

R2C Group; Portland, OR 503-222-0025; fax 503-276-4096 info@r2cgroup.com www.r2cgroup.com

Michelle Cardinal, Cmedia CEO Tim Oâ&#x20AC;&#x2122;Leary, Respond2 CEO

Seattle Mailing Bureau; Renton, WA 206-431-5700; fax 206-431-5705 kyler@seattlemailing.com www.seattlemailing.com

Chad Richardson, president

Produce, protect, and deliver your brand.

Relax. Targeted marketing is our specialty. www.gcdirect.com 206.262.1999 x 205 26

MEDIA INC. ISSUE FOUR 2011

Offset Printing

Digital Printing

Fulfillment

Envelope Manufacturing

DCGWest.com 206.784.6892

Specialty Bindery

Direct Mail

SE PPO TT INT IN M G EN OT T H

T MA ULT RK I-C ET HA IN NN G EL A

AN CE /

UL FIL LM EN M

KE SE TIN M G AIN TE F N

AN AL YT ICS

LE AD GE NE D RA MA ATA TIO B R A N

T EN

CE M

PR IN TIN G

IN (pU TER RL ACT s, IVE QR /D Co IGI de TA s, L S ME ap ER ps VI DI , e CE A tc. S PL ) A

DI RE CT MA ILI NG DR TV

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

SERVICES PROVIDED

atomic direct ad:Layout 1

1/27/12

1:13 PM

Page 27

MI 4-11 ColeWeber:Layout 1

1/27/12

2:45 PM

Page 28

The Evolving Business of Advertising in Seattle By Mike Doherty Guest Columnist

aving just celebrated our 80th anniversary in Northwest Advertising, it gave me an opportunity to think about what has changed and how the business will continue to evolve in the coming years. There are, of course, the obvious changes from traditional print and television to digital, and the shift from delivering information with the hopes of driving a purchase to building experiences that engage people. But I think the more dramatic shifts have been in local business and culture.

From the era of local “patriotism” and strong partnerships to anti-parochialism Specific to the Northwest, I am often a part of conversations about why more “local” businesses don’t use local agencies. It’s easy to blame local businesses, but I think we are using an outdated and false assumption when we think of what a local business is. Most companies today don’t think of themselves as local, even if they are based here. Consider that until the late ‘90s, Cole & Weber’s client relationships were all local and many spanned decades: The Oregonian for 65 years, Boeing for 28 years, and Safeco for over 25. Back then, businesses thought local even if they operated globally. Take Boeing, for example. Their roots were firmly planted in

(

BRIEFS

New Mobile Billboard Advertising Company i Alternative Media (iAM) recently opened for business in the Puget Sound area, offering mobile billboards that are “the most eye-catching, innovative and cost-effective form of advertising available to small- and medium-size businesses,” according to owner Darran Bruce. “We are ushering in a new wave of advertising that was previously available only to big businesses,” said Bruce. He noted that a recent Arbitron Outdoor Study showed that mobile advertising is twice as memorable as a static billboard and has a 97 percent recall rate, which he said is “unheard of with most advertising mediums.” The advertiser of today wants more exposure at a low cost. According to research, this type of media does that and more. Here’s what the experts say: • Billboard displays using motion have been determined to be the most effective advertising in both product sales and consumer awareness. –The Point of Purchase Institute • Mobile advertising displays boost name recognition 15 times greater than any other form of advertising. –Product Acceptance & Research Inc. • Outdoor advertising reaches the entire socioeconomic spectrum of Americans. –The Arbitron Outdoor Study 28

MEDIA INC. ISSUE FOUR 2011

the Northwest and they were proud of being a part of this community and their role within it. (As an aside, their deep connection to the Northwest may be part of why Harry Stonecipher wanted to move the headquarters from Seattle.) There was a sense of local patriotism and in every case, that sense of patriotism created a business culture of partnership and intimacy. In those days, proximity mattered. In fact, we had offices in Seattle, SeaTac and Tacoma to be closer to our clients. Because it was a time when “sales” and “marketing” were used interchangeably and most CEOs were not experienced marketers (many came from operations), agencies were valued partners at the highest levels. While not marketers, CEOs understood that brands were built over time and that they needed an agency partner to help drive their brand forward. Along with the emergence of television, like most Mad Men-era agencies, Cole & Weber thrived by bringing the CEO the “big idea” that would build their brand and increase sales. This valued partnership created a sense of incumbency on the part of local agencies—almost as if we were entitled to the local business—that continued through the mid-‘90s. When the Internet emerged and dot-coms were flourishing, the business culture actually shifted from “local patriotism” to one of “anti-parochialism.” Suddenly, businesses (and consumers) had the world at their fingertips and didn’t want anything related to where

• Outdoor advertising reaches 96% of vehicle drivers and passengers. –The Arbitron Outdoor Study iAM recently created mobile billboards for Hawk’s Prairie Casino in Lacey, Washington, and Gentle Dental in Woodinville, among others. iAM has one truck now and will soon be adding three more. For more information, visit www.ialternativemedia.com.

Steelhead Gets LOUD Steelhead Advertising, a Portland-based marketing agency specializing in branding and new product launch advertising, was recently named the agency of record for LOUD Technologies Inc.—one of the world’s largest dedicated pro audio and music products companies. As the corporate parent for world-recognized brands Alvarez®, Ampeg®, Blackheart®, Crate®, EAW®, Mackie®, and Martin Audio®, LOUD engineers, markets and distributes a wide range of professional audio and musical instruments products worldwide. Steelhead was awarded the account after successfully pitching creative concepts for the launch of a new digital mixing product to be unveiled by Mackie in 2012. Other agencies participating in the RFP process included Wong, Doody, Crandall, Wiener; Zaaz; 3db Creative; and Stanton & Everybody. “Mackie’s core values include innovation, fun, irreverence and dedication to serving musicians. We were looking for an agency that really ‘got us,’” said Paul Audi, LOUD senior marketing manager. “Since Steelhead is full of musicians, not to mention truly talented creatives, this was a perfect match. We felt very comfortable, right out of the gate. Then when we saw the early creative concepts, it was clear that Steelhead could take us to the next level, while retaining our identity. The concepts were right on the money—cool, fun, breakthrough.” For more information, visit www.spawnordie.com.

MI 4-11 ColeWeber:Layout 1

1/27/12

2:45 PM

Page 29

they were based. We were actually told we wouldn’t be included in several big reviews for local clients because we were “local.” While most CEOs were still not experienced marketers (many were entrepreneurs), they wanted to have the presence and feel of a big brand to become attractive for a purchase or going public. Having an agency outside of the local market added credibility to the story. And proximity no longer mattered. Most dot-coms had a distributed culture where people worked remotely so they didn’t see the need for an agency nearby. During this time, we also saw the rise of specialist agencies. Forrester calls it the “unbundled era” where clients began to unbundle their marcom needs with specialist vendors. In the end, the Internet ushered in an era where successful Northwest businesses didn’t have the same local patriotism as the industry leaders of past decades. They were global from the start. Amazon is a great example. It’s physically based here, but given it’s an Internet business, it doesn’t appear culturally tied to the Northwest in the same way Boeing was. The post-parochial partnerships of today Today, we have moved past the anti-parochialism of the past, and CMOs care more about the quality of your ideas than where you are located. One of our biggest clients is the International Olympic Committee in Switzerland and while our network has European offices, they work with Seattle because of the ideas we bring. Increases in complexity, constant optimization and the ability to innovate have all helped to return relationships to one of intimacy and partnership. More data and more accountability have

again increased the importance of marketing within most organizations. The complexity of managing all the data that’s available today, along with integrating all the experiences consumers can have with a brand, requires a true business partner. CEOs and CMOs want a partner that can be adaptive to tweak and optimize programs in real-time and they want a partner that can help them be more innovative in areas beyond their advertising. Agency partners need to help them invent new media and build experiences that involve people with their brand. This era of adaptation and innovation takes a high level of involvement and partnership. This era of stronger partnerships driven by innovation and rapid adaptation is good for Seattle agencies. And it’s not going away. If anything, the need to be able to adapt and innovate in real time without losing sight of a larger brand vision will only increase as our ability to track and measure continues to grow. Our city is consistently ranked at the top of the most innovative cities lists. There is a cool intersection here of technology and creativity— sort of a Gates/Hendrix mash-up that can drive our culture if we embrace it. It can give clients a reason to come here and others a reason to stay. Whether you are a small agency working with regional clients and the long-tail scraps of the multi-nationals, or you are a multinational yourself, it’s important for agencies of all sizes to embrace an innovative culture that’s adaptable, tech-savvy and mischievous. We can’t just be a place that’s livable or antiparochialism will return—and for good reason. Mike Doherty is president of Cole & Weber United in Seattle. Visit www.cwunited.com.

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Hacker:Layout 1

1/30/12

8:22 AM

Page 30

Accentuate the Positive in 2012 By Spyro Kourtis Guest Columnist

arketers tend to look on the bright side of things. We must. It would be hard to persuade anyone to buy our products if we only pointed out the flaws.

Despite reports of a strong holiday season at retail, the current economic doldrums still make an optimistic view difficult. Consumers seem to only want discounts and deals. But some succeed. Amazon, for example, makes mounds of money—and even is willing to take the long view by losing money on the new Kindle Fire to set the company up to make more in the future. Starbucks just bought Evolution Fresh, a juice company, for $30 million in cash. Boeing recently made its biggest civil jet sale ever. Our own company, Hacker Group, celebrates 25 years of continuous growth this year. We have amazing clients. We’re hiring smart people. And in November, we expanded into new space in our building. I say this not to brag (well... maybe to brag just a little), but to show I can legitimately say there’s always opportunity to be grasped. When overall budgets go down, you can aim to get a bigger piece of a smaller pie. An aggressive approach works. To make your 2012 plans, get perspective.

MEDIA INC. ISSUE FOUR 2011

Focus on the positive, not the trivial. What are your customers’ big issues right now? What do you have that will make a difference to your customers in this situation? How do you communicate this to customers and prospects? In bad times, it’s usually smart to double down on marketing efforts. Reasons? • You will have a somewhat different message to communicate. • You can likely get more reach at a lower cost. • You look more successful than your competitors, who are likely pulling back. Don’t ignore bad news. Instead, plan for worst-case contingencies. Think about what could possibly go wrong—and what you’ll do if it comes to that. For example, while we’ve been fortunate to never go through a layoff at our agency, when times get rough, I do ask my executive team to make plans for what they would do if it came to such an emergency. We set up benchmarks we must meet, or we go to Plan B or C. To be mentally prepared is important, or you could make poor decisions in the heat of the moment. I don’t believe very much in luck. I believe in being prepared. Then, no matter what the circumstance, the outcome is more likely to be positive. Spyro Kourtis is president and CEO of Hacker Group. Visit www.hackergroup.com.

poster giant ad:Layout 1

1/27/12

1:14 PM

Page 31

MI 4-11 Rosey Awards:Layout 1

1/27/12

2:49 PM

Page 32

Photos courtesy Portland Advertising Federation

Coming up “Roseys” PAF UNVEILS THIS YEAR’S AWARD WINNERS AT CIRCUS-THEMED EVENT crobats and aerialists and hand balancers, oh my! In addition to celebrating the great creative works produced by the Portland community and toasting to this year’s winners, attendees of the 2011 Rosey Awards were also treated to big top-themed performances from local troupe, Wanderlust Circus.

Presented by the Portland Advertising Federation (PAF), the Roseys have been awarded every year since 1957 to honor 32

MEDIA INC. ISSUE FOUR 2011

creativity and original thinking for work produced in Portland and Southwest Washington. This year’s event was held at Refuge in Portland, and featured free food compliments of KOi Fusion and Addy’s Sandwich Bar, hosted cocktails, and plenty of entertainment. As for the awards, honors were handed out in more than 30 categories, including new ones this year such as Vehicle Design and Buzz Marketing. Judges Steve Kissing (from Barefoot Proximity), Joe Alexander (The Martin Agency), Dan Carlton (The Paragraph Project), and Mathias Appelblad (BBDO) bestowed the following work with the coveted Rosey:

MI 4-11 Rosey Awards:Layout 1

1/27/12

2:50 PM

BEST IN SHOW AGENCY: Wieden+Kennedy CLIENT: Chrysler PROJECT: Born of Fire :120 BRANDED ENTERTAINMENT AGENCY: Wieden+Kennedy CLIENT: Old Spice PROJECT: Mano a Mano en el Bano

Page 33

IDENTITY DESIGN AGENCY: Sandstrom Partners CLIENT: Kobrick Coffee Company PROJECT: Kobrick Coffee Brand Identity MULTIPLE CHANNEL CAMPAIGN AGENCY: Wieden+Kennedy CLIENT: Dodge PROJECT:

Dodge Journey Search

CINEMATOGRAPHY AGENCY: NORTH CLIENT: Deschutes Brewery PROJECT: Landmarks

PACKAGE DESIGN AGENCY: Liquid Agency CLIENT: New Deal Distillery PROJECT: New Deal Packaging

CINEMATOGRAPHY AGENCY: Wieden+Kennedy CLIENT: Levi’s PROJECT: Legacy

PACKAGE DESIGN AGENCY: Sandstrom Partners CLIENT: Kobrick Coffee Company PROJECT: Kobrick Coffee Packaging

CONSUMER ENVIRONMENT/EXHIBIT AGENCY: Grady Britton CLIENT: Travel Portland PROJECT: Portland LIVE

TELEVISION (OVER $150K BUDGET) AGENCY:: Wieden+Kennedy CLIENT: Chrysler PROJECT: Born of Fire :120

IDENTITY DESIGN AGENCY: Mutt Industries CLIENT: Gerber Legendary Blades PROJECT: Gerber Re-Brand

VEHICLE DESIGN AGENCY: Henry V CLIENT: Tillamook PROJECT: Loafster: Custom Vehicle Build

WEBSITES/INTERACTIVE RICH MEDIA (OVER $50K BUDGET) AGENCY: StruckAxiom CLIENT: TCBY PROJECT: TCBY.com WEBSITES/INTERACTIVE RICH MEDIA (OVER $50K BUDGET) AGENCY: Wieden+Kennedy CLIENT: Nike PROJECT: Better World The People’s Choice Award was given to Sandymontana for the agency’s branded entertainment project for New York fashion designer Prabal Gurung. Additionally, Awards of Excellence and Awards of Merit were also handed out to several deserving agencies and companies. For a full list of winners, visit www.rosey awards.com. ISSUE FOUR 2011 MEDIA INC.

MI 4-11 CreativeGroup:Layout 1

1/27/12

2:58 PM

Page 34

2012 Salary Trends WHAT WILL YOU EARN THIS YEAR? By Maria Scheleen, Seattle Division Director, The Creative Group

here could be a little more green in your wallet this year, according to the newly released 2012 Salary Guide from The Creative Group. Average starting salaries for creative and marketing professionals are projected to increase 3.5 percent over the previous year. Some positions, like user experience (UX) designer and search engine optimization/search engine marketing (SEO/SEM) specialist, will see even greater gains. The Salary Guide features average starting salary ranges for more than 100 design and production, interactive, advertising and marketing, and public relations positions, which can be customized for more than 130 U.S. cities. The information is based on a range of sources, including actual placements of creative professionals in 2011 by The Creative Group across North America, and an analysis of current and future hiring trends. Here is a sampling of creative salaries for the coming year:

MOBILE DESIGNER – Continued growth of smartphone and tablet use is driving demand for individuals with experience creating and organizing content for the small screen and a variety of devices and browsers. These individuals can expect starting salaries in the range of $61,750 to $90,000, a 6.5 percent increase over 2011 levels. USER EXPERIENCE (UX) DESIGNER – Since so much customer interaction happens online, companies are looking for workers who can create positive digital experiences. The starting pay for these individuals is expected to rise 6.2 percent, to a range of $71,750 to $104,000.

Title

2012 Average Starting Salaries

Percent Change from 2011

Mobile Designer

$61,750-$90,000

6.5%

User Experience (UX) Designer

$71,750-$104,000

6.2%

SEO/SEM Specialist (3+ years)

$63,750-$87,500

6.0%

Brand/Product Manager (5+ years)

$76,000-$100,000

5.4%

Graphic Designer (5+ years)

$59,500-$80,750

4.1%

Creative Director (5-8 years)

$87,750-$118,250

3.8%

Corporate Public Relations Manager

$70,000-$90,750

3.4%

Source: The Creative Group 2012 Salary Guide

Right on the Money: Hot Skills and Positions for 2012 Companies of all sizes and industries continue to place a premium on digital skills as they invest more dollars in online initiatives. In fact, the 2012 Salary Guide shows that positions requiring interactive and Web expertise, like UX designer and Web analyt34

ics specialist, are seeing the greatest salary gains. More businesses also are looking to refresh their branding to reflect new product and service offerings and take their marketing campaigns to the next level. When budgets permit, they often are turning to advertising and PR agencies to partner with, driving demand for account services and public relations professionals. In fact, according to The Creative Group Hiring Index, these ranked among the top three specialty areas in which advertising and marketing executives plan to hire. Following are six in-demand positions for this year, as well as starting compensation levels based on research from The Creative Group 2012 Salary Guide:

MEDIA INC. ISSUE FOUR 2011

SEO/SEM SPECIALIST – Being found online by

search engines and consumers is essential to any firm looking to make its digital mark. That’s why companies seek SEO/SEM specialists who can develop strategies to optimize Web projects for search and increase online visibility. Those with three or more years of experience are projected to see starting salary gains of 6 percent, to a range of $63,750 to $87,500. ONLINE PROJECT MANAGER – As companies strive to build more integrated campaigns that include print, online, broadcast, video and social media elements, they seek online project managers who can help plan, organize and execute multifaceted projects. Base compensation for these professionals is projected to rise 6 percent to $68,500 to $100,000 annually.

WEB ANALYTICS SPECIALIST – Professionals who can analyze Web

site, user, traffic and campaign data to identify opportunities for improvement and potential problems are in demand. Web analytics specialists with more than three years of experience will see Continued on page 36

MI 4-11 CreativeGroup:Layout 1

1/27/12

1:24 PM

Page 35

WE’LL L MAKE E YOU YOU SO SO HAPPY PPY Y, W ’LL WE LW WISH ISH WE WERE W EY YOU OU. MARKETING M A RKETING :: BRANDING BRAND ING :: DESIGN

LIFESTYLE L I FES T Y L E A AND ND CULTURE C U LT U R E

Quesinberry Q uesinberry a and nd Associates, Associates, Inc. Inc. [p p]] 2 206 06 323 323 11 1173 73 [ w ] qu quesinberry.com esinberry.com S Seattle eattle :: San San FFrancisco rancisco

C R E AT I V E , E X P E R I E N C E D SPECIALISTS IN PREMIUM FOOD & BEVERAGE BRANDING S T R AT E G Y ~ PA C K A G E D E S I G N P R I N T ~ P O I N T- O F - S A L E ~ W E B S I T E S E V E N T, R E T A I L , R E S T A U R A N T & T R A D E S H O W B R A N D D E S I G N I N T E G R AT I O N

ISSUE FOUR 2011 MEDIA INC.

1/27/12

2:58 PM

Page 36

Continued from page 34

an average base salary of $73,250 to $93,750, a 4.5 percent increase over 2011 levels. WEB DESIGNER/DEVELOPER – As firms look to revamp the overall look and functionality of their Web sites and social media pages, they seek professionals who can design cohesive, eyecatching graphics that reinforce their brand’s overall look and feel, and who can develop and manage site architecture, functionality and data flow. Base compensation for Web designers with up to five years of experience will be between $50,250 and $74,750, an increase of 2.2 percent. Front-end Web developers can expect starting salaries to rise 2.4 percent, to the range of $61,500 to $98,500.

More Than the Moolah Why are salaries rising despite sustained high unemployment rates? First off, finding creative talent with in-demand skills remains difficult. In fact, 45 percent of advertising and marketing executives interviewed for The Creative Group Hiring Index for Advertising and Marketing Professionals said it’s challenging to find talented creative professionals today. Research for the Salary Guide also shows it’s Continued on page 38

MEDIA INC. ISSUE FOUR 2011

BRIEFS

(

MI 4-11 CreativeGroup:Layout 1

Wright Enterprises Increases Digital Printing Capability Portland’s Wright Enterprises has added an HP Indigo 7500, 7-color digital press to its lineup. “The fact that the HP Indigo uses an ink-based agent rather than toner opens an entirely new range of value-added products to take to market,” said Gordon Klepec, VP of sales and marketing. “This is an exciting time for us as we work with our distributor partners to explore printing on a myriad of substrates and develop new product applications.” Added Dan Adkison, president and COO of Wright Enterprises, “Our decision to invest in the HP Indigo 7500 press was based on the growing demand for variable, high-quality digital printing with quick turnaround requirements. The new HP Indigo 7500 Digital Press is the most technologically advanced high-volume sheet-fed digital printing solution in the industry.” For more information, visit www.wrightbg.com.

Blankslate Designs New Eco-home Shopping Site Blankslate Creative, a full-service creative agency located in Seattle, has announced the recent launch of the Greenhouse Design Studio Web site, a new eco-home shopping and interior design Web site. Greenhouse Design Studio hired Blankslate Creative to design the Web site and develop the company’s overall brand aesthetic. In addition, Blankslate designed product tags, press kits, and the company blog. The Greenhouse Design Studio Web site is comprised of an online shop, a networking space to connect with green resources in your area, and an editorial section with great images, ideas, and inspiration from a wide range of design tastemakers. Greenhouse Design Studio also offers users access to a unique resource called Notebooks—a tool to create and compile design inspiration for projects around the home. For more information, visit www.blankslatecreative.com.

adpro litho ad:Layout 1

1/27/12

1:15 PM

Page 37

MI 4-11 CreativeGroup:Layout 1

1/27/12

2:59 PM

Page 38

Continued from page 36

taking a long time—anywhere from five to seven weeks—to fill open advertising and marketing roles.

5: 7:

Number of weeks it takes, on average, to fill an open staff level advertising/marketing position

Number of weeks it takes, on average, to fill an open management level advertising/ marketing position

Source: The Creative Group survey of 500 advertising and marketing executives in the United States

The good news for those who are currently employed is that nearly 4 in 10 advertising and marketing executives are likely to promote from within, compared to three years ago. (See chart at right.) To secure the best job candidates, some employers, in addition to offering competitive compensation, are sweetening the pot with perks such as sign-on bonuses or telecommuting options. So, when evaluating a job offer, be sure to look at the whole package, including on-the-job training and opportunities for career growth, to determine if the role is a good fit for you. And if you’re employed and hoping for a raise but discover your employer isn’t in the position to increase your pay, ask if there are other aspects of your job you can negotiate.

Is your agency/firm more or less likely to promote from within to fill an open advertising/marketing position than it was three years ago?

MEDIA INC. ISSUE FOUR 2011

More likely 37% Don’t know 2%

Less likely 8%

No significant change 53%

Source: The Creative Group survey of 500 advertising and marketing executives in the United States

Visit The Creative Group Salary Center (creativegroup.com/salarycenter) to read additional commentary on compensation and hiring trends, to view The Creative Group 2012 Salary Guide, or to access The Creative Group salary calculator, an easy-to-use online tool that enables you to quickly look up the starting salary for a specific position in your area. The Creative Group has provided readers with an accompanying article, “Hiring Projections Highlight In-Demand Creative Roles,” which is available at www.media-inc.com.

MI 4-11 Staffing List:Layout 1

1/27/12

3:00 PM

Page 39

NW CREATIVE & MEDIA

STAFFING AGENCIES

24 Seven Inc.; Seattle, WA 206-340-0247; fax 206-340-9247 bthompson@24seveninc.com www.24seveninc.com

Brien Thompson, VP of creative services, marketing & fashion

Both

52 Limited; Portland, OR 503-517-0052; fax 503-517-0053 brooks@52ltd.com www.52ltd.com

Brooks T. Gilley, president

Both

Aquent; Portland, OR 503-797-6600; fax 503-220-1821 www.aquent.us

DND

Both

The Creative Group; Seattle, WA 206-749-9046; fax 206-749-9243 seattle@creativegroup.com www.creativegroup.com

Megan Slabinski, district president

Temporary/ Freelance

FILTER, LLC; Seattle, WA 206-682-6005; fax 206-682-5830 lisaw@filterdigital.com www.filterdigital.com

Kristin Knight, CEO Max Thelen, president

Both

Right Brain Resource, LLC; Portland, OR 503-232-8418; fax 503-234-7910 info@rightbrainresource.com www.rightbrainresource.com

Dan Garriott, owner

Both

Scion Staffing, Inc.; Seattle, WA 888-487-8850; fax 888-487-8850 sales@scionstaffing.com www.scionstaffing.com

Isaac Schild, CEO Braden Busch, EVP

Both

the smartdept. inc.; Seattle, WA 206-381-5716; fax 206-625-9993 ariel@thesmartdept.com www.thesmartdept.com

Matt Crook, VP (Chicago) Ariel Fredrickson, business development

Both

Vitamin T; Portland, OR 503-797-6622; fax 503-220-1821 www.vitamintalent.com

DND

Both

AL W S PR EB/ OF DIG ES IT SI AL ON AL S I.T .P RO FE SS IO NA LS FA PR SH OF ION ES /R SI ET ON A AL IL SA S LE SP RO FE SS OT IO HE NA R LS

ES SI ON

AL AD S MA VER RK TIS ET IN IN G/ GP RO FE P.R SS ION .P AL RO S F

C PR REA OF TIV ES E SI ON

FU TE LLBA MP TIM SI OR E O S AR R Y

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

PROFESSIONALS/SERVICES PROVIDED

ISSUE FOUR 2011 MEDIA INC.

1/30/12

8:43 AM

Page 40

Digital Portfolio: Media Inc. Amplifies Web Presence 2011 marked a key point of progress for Media Inc. and its parent company Media Index Publishing. We enhanced and amplified our online presence with a brand-new fully-interactive Web site (www.mediainc.com), as well as with an increased presence on social media including Facebook (www.facebook.com/MediaIncMag) and Twitter (@MediaIncMag). As we move forward into 2012, we are committed to continuing our online expansion and innovation in order to meet the evolving needs of our readers. As such, throughout the coming months, Media Index Publishing will be launching online-exclusive content and products to complement both the print edition of the magazine and the Web site itself. This is unique content you won’t find anywhere else. Our first product is the Digital Portfolio. This digital-only magazine is designed to be a vehicle for the Northwest creative community—including those from the photography, print, design, illustration, advertising, marketing, and new media spheres—to promote themselves and their work to an expansive and increasingly interactive audience. With the Digital Portfolio, online users will be able to read about a company, see pictures and videos of their work, and then click on a link to visit the company’s Web site. It’s simple, yet so versatile! We are excited for the Digital Portfolio to launch in the coming weeks, and are eager to see what the rest of 2012 holds. We hope you’ll join us on our journey as we dive ever deeper into the online realm. For 30 years, Media Inc. has been a trusted and trustworthy resource for the media industry, and now with an increased Web presence and enhanced capabilities, we are able to serve you— our readers and clients—better than ever before.

(

MI 4-11 Digital Portfolio:Layout 1

BRIEFS

smartdept. Celebrates 10 Year Anniversary

On January 14, 2012, creative staffing firm smartdept. inc. celebrated 10 years in business. Said Eric Pairitz, principal of smartdept., in a news release: “I believe we have grown as an organization and improved our business model steadily with each passing year. Through two recessions we have succeeded in forging relationships with some of the most talented people both our cities of operation have to offer.” For more information, visit www.thesmartdept.com.

GA Creative Executes Successful Direct Response Campaign for Logicalis GA Creative, an integrated branding and advertising agency based in Bellevue, Washington, recently managed end-to-end development and fulfillment for a lead-generation campaign for B2B client Logicalis. Highlighting their Virtual Desktop Infrastructure (VDI) solutions, the direct response campaign targeted senior level technical and business decisionmakers through a variety of tactics—direct mail, e-mail, and telesales—utilizing personal URLs (pURLs) combined with a high value offer. Through direct response to personalized mail and e-mail, prospects were given an opportunity to provide information, helping Logicalis better qualify and prioritize sales leads and be in a position to serve them better. “Compelling creative, paired with personalization across direct mail and e-mail, elevated campaign response beyond typical campaign expectations,” comments Rebecca Songer Laughlin, communications strategist and project manager. “The e-mail follow-up on direct mail gave us additional opportunities to test and refine messaging based on initial results.” For more information, visit www.gacreative.com.

PPI Announces Industry Education Initiative PPI Association recently announced the launch of its industry education initiative, WhyVizComm. The nation’s third largest manufacturing employer group, the printing industry is diversifying into full-service communications delivery systems due to the growth of digital media technology and shifting market demands. Regional industry leaders called upon the PPI Association and the Pacific Printing Industries Educational Trust to create a career educational program that would attract students and graduates to visual communications. The WhyVizComm.org Web site is the focal point in the educational program strategy. Centralizing the wealth of information available to career seekers, WhyVizComm.org creates easy access to a YouTube educational library, career information, job descriptions, job search Web sites, networking strategies, talent and skills competitions, “green” business practices, and more. The outreach strategy also includes social media, on-campus flyers, a mentor program, and job fairs/career days. For more information, visit www.WhyVizComm.org.

BETTER, BY DESIGN. There are no shortcuts on the road to great experience. Defined by 30+ years of extraordinary experience.

MEDIA INC. ISSUE FOUR 2011

hbdesign.com 2130 nw 29th portland oregon 503.944.1000

pro photo supply ad:Layout 1

1/27/12

1:16 PM

Page 41

MI 4-11 Carlson:Layout 1

1/27/12

3:05 PM

Page 42

Goodbye to 2011 – We Won’t Miss You (We Hope!) By Gerry Michael, MBA, CPA Guest Columnist

s 2011 fades slowly into the rearview mirror, most of our clients are of the opinion that it didn’t end any too soon. Entering 2012, although there are some “signs of life” in a number of sectors of the economy and some of our clients are beginning to see at least some return of very modest economic growth, the year has produced wide variations in month to month activity, overall levels of demand are still uncertain, and the overall economic climate remains extremely tenuous. It’s true that 2011 was, for most clients, better than 2010, but that’s definitely a low hurdle to compare with. And it’s also true that the Puget Sound region is in better shape than a number of other parts of the country. The concern is whether or not a strong local economy could buck negative national, or even international, economic events, should they happen. This is not a question to be taken lightly. After a number of what can only charitably be called “challenging” years in the economy, many firms have seen their markets shrink, their financial posi-

MEDIA INC. ISSUE FOUR 2011

tion weakened, and their marketing plans in disarray. The majority of our clients are engaged in various marketing activities, and the way the economy actually moves in the year ahead will have major impact on their businesses. In fact, it’s harder today than ever before to justify expenditures on marketing activities that are not clearly focused on specific, measurable goals when faced with an economy like the one most firms will face in 2012. Such activities as “branding exercises” may work well in marketing classes or theoretical discussions, but in the real world of today’s business environment, such expenditures have to be justified financially, or are likely to be a tough sell. It is true that recent reports of economic activity seem to be improving, there has been a slight down-tick in the unemployment rate (at least nationally), and there does not seem to be much inflation on the horizon. However, business and consumer confidence indicators continue to be shaky, at best. And remember that in the long run, when it comes to economic activity, perception has a tendency to become reality. If people don’t think things are getting better, they will make choices that will result in things not getting better. And right now, we don’t see a whole lot of reason to be positive, based on that. I’ll leave a detailed discussion of the economy to others, but the Continued on page 44

Premier Press-inside ad:Layout 1

1/27/12

1:17 PM

Page 43

MI 4-11 Carlson:Layout 1

1/27/12

3:05 PM

Page 44

Continued from page 42

bottom line is that the one thing that is clear about the economy this year is that nothing is clear. The economy may continue to grow, and may even accelerate the growth of last year. Or it may limp along at the anemic rate of growth it demonstrated in 2011. Or just possibly, it may return to no or negative growth. All of these are possible. And each outcome has different ramifications for firms in the marketing space, whether printers or graphics firms, Internet marketers or agencies. These economic considerations don’t have to govern the results achieved by individual companies. Even with the weak economy of recent years, some of our clients have achieved record-setting profits and growth because they understood what the economy was likely to do and how it was likely to affect their customers, and they had developed plans and strategies to deal with the realities they faced. The following are all important considerations for any owner or manager for the next few years. • First, make sure that investments in all marketing activities start with an understanding of what the “market” is likely to be. Too often, marketing activities are driven from the inside out. By definition, “marketing” begins with understanding markets. Take the state of the economy into account, and have clear and measurable objectives. The ability to at least estimate a positive Return on Marketing Investment (RMI) will be critical to funding successful marketing campaigns, both in 2012 and beyond. • Develop and have available for rapid implementation “contingency marketing plans” to deal quickly with a sudden downturn in the economy. Too often, when the business climate worsens,

MEDIA INC. ISSUE FOUR 2011

firms have a tendency to see “marketing” as a cost that can be reduced or eliminated. But what makes much more sense to us is to have ready for rapid implementation contingency marketing plans and budgets, which are built around assumptions of a weaker economy, and which are designed to defend or protect market position, not to increase it. And even though these should be based on lower levels of expenditure in most cases, we don’t believe that marketing should be seen as an “avoidable cost.” A prudent investment in marketing is always warranted, but once again, the key here is to have expenditures that are tied to specific targeted outcomes. When the economy moves in unexpected ways, the companies that will do the best are the ones that are most prepared. Don’t wait until the storm hits to buy rain gear! • Finally, focus on the real inner strengths of your business. Even in the worst of times, companies that focus on the things they do best will experience demand for their products or services. Understand what your real strengths are, and be ready to play to those strengths. Of course, 2012 may well be a “breakout year” for the economy, but at this point, betting on that could be dangerous. However, whether the economy is strong or weak, focusing on “outcome-based” marketing plans, and identifying the expected “RMI,” can make a huge difference in the results your marketing programs achieve. Gerry Michael, MBA, CPA, is the managing principal of the West Coast division of Carlson Advisors, LLC, a CPA and consulting firm which has advised printing industry clients for over 35 years. To learn more, visit www.carlson-advisors.com/offices-seattle.html.

PrintWest ad:Layout 1

1/27/12

1:18 PM

Page 45

This press is so green,

it makes other printers green with envy. We’re helping make the Earth a little greener! Our new Komori H-UV Press is the greenest press on the planet, provides superior color fidelity and produces remarkable surface treatments that will grab your attention. • 75% reduction in power consumption

Get the spectacular look and feel of UV printing while helping keep the Earth a little bit greener every time you print with Eco-Kote… only from PrintWest!

• 75% reduction in Make-Ready paper required • Zero VOC emissions • Zero Ozone emissions

You won’t believe what you see AND feel!

425.402.8600 6101 238th Street SE | Woodinville, WA 98072 | www.printwest.net

MI 4-11 Magnuson:Layout 1

1/27/12

3:06 PM

Page 46

Client Meetings that Rock! By Lisa Magnuson Guest Columnist

ost of us spend a good percentage of our business day in meetings. Some are good and some are bad, but client meetings should always rock. Each and every sales meeting with a client should be productive (moving the sales cycle forward) and reinforce the client’s choice to do business or consider doing business with you (differentiation).

A solid foundation will ensure you accomplish your first goal: moving the sales cycle forward. A firm foundation includes a clear agenda built after you’ve internalized the desired outcome of the meeting and the next steps that should be taken. In other words, back into your agenda. Many times, sales people skip an agenda for client meetings. A well thought through agenda is the map to ensure that all objectives, both yours and the client’s, are met. Also, determine the open-ended questions that you would like to ask to progress the sales cycle. Where do they fit within the agenda? Write your questions down as part of your personal notes so you can reference easily during the meeting. All of this preparation will enable you to listen carefully and actively during the

MEDIA INC. ISSUE FOUR 2011

conference. Lastly, take notes and summarize action items and next steps at the meeting’s conclusion. Now for the fun part. The second goal for all client meetings should be to differentiate both you and your company. Why are you different/better than the other options that the client has available? Companies always strive to differentiate themselves through superior products and services, but many times it’s the personal attention to detail that sets someone apart. Do you have a strategy to thrill your customer for each get-together? Here are a few ideas to help you get started: • Bring an idea for cost savings. • Supply a helpful analysis, report or case study. • Deliver an invitation for an upcoming event which might be of interest. • Offer to introduce your client to another client to help them network. • Share a marketing idea for their company. There are hundreds of proven and successful tips that will add value and delight your customers. Be creative and commit to client meetings that rock each and every time. Lisa Magnuson, founder of Top Line Sales, LLC, helps high potential and top performing sales people and business owners land larger deals, improve close ratios and expand business. Contact her at Lisa.magnuson@comcast.net or visit her Web site at www.toplinesales.com.

wcp solutions ad:Layout 1

1/27/12

1:19 PM

Page 47

MI 4-11 PrintWest:Layout 1

1/27/12

3:09 PM

Page 48

H-UV Printing: A Real Game-Changer By Phil Parrish Guest Columnist

V offset printing is not new; it’s been around for a number of years. What is new, and a real game-changer, is affordable, ecologically friendly and intelligent H-UV printing.

The science behind UV printing is fairly simple. In conventional printing, inks are dried through a combination of heat from infrared lamps, oxidation and absorption into the paper (dot gain). UV printing uses specially formulated inks with photo initiators that dry immediately when exposed to UV light rays from lamps located on the press. Because the inks dry instantly, there is almost no dot gain, resulting in much higher image fidelity and more accurate and richer color reproduction. In addition, high gloss and unique texture UV coatings can be applied in-line, giving you “spectacular” results that can literally make images jump off the page. For this reason, UV printing has been the preferred printing method for sellers of high-ticket products—such as auto manufacturers and high-end retailers like Tiffany and Nordstrom—who need their printed materials to represent exceptional quality and to differentiate their products and brands from the “run-of-the-mill.” Up to now, the only downside to UV printing has been the higher costs, both in dollars and cents and in its ecological impact. The

amount of electricity used to power the broad spectrum UV lamps is very high, and these lamps give off a tremendous amount of heat. So not only does it require a tremendous amount of energy to power the lamps, but it also requires more energy to cool down the environment around the press. In addition, some light wave lengths used in conventional broad spectrum UV printing generates “bad” ozone, which harms the environment. There’s got to be a better way, right? Now there is! The breakthrough came when press maker Komori teamed up with ink maker Toyo to develop inks that are highly sensitive (that’s what the “H” in H-UV stands for) to a very narrow spectrum of UV light. So instead of using the “shotgun” approach of conventional broad spectrum UV printing, this new award-winning technology uses the “laser” approach of a very narrow band of UV light. The result is a press that can give you the “spectacular” results of UV printing with no VOCs, is ozone-free, and consumes 75 percent less power than conventional UV. Now that high-impact, eco-friendly and economical H-UV printing is available, this is a great time to investigate what it can do for your marketing materials and brand. Spectacular results, costeffective printing that even improves your sustainability initiatives—what’s not to like? Yes, H-UV printing really is a gamechanger. You can get more information at www.huvprinting.com. Phil Parrish is the president/CEO of PrintWest, Inc. in Woodinville.

Our Reputation Printing Quality Publications Since 1970

• Best Customer Service • High Quality Printing • Versatility Coated/Uncoated • Latest Technology • On Time Delivery • Eco Friendly

Catalogs • Newsletters • Tabloids • Publications Class Schedules • Directories • Newspapers Books • Magazines • Digests • Bus Schedules

EagleWebPress.com • 800-800-7980

MEDIA INC. ISSUE FOUR 2011

wcp solutions ad:Layout 1

1/27/12

1:20 PM

Page 49

MI 4-11 PPI:Layout 1

1/27/12

3:10 PM

Page 50

NW Printers Gain New Local Leadership, National Recognition PPI ANNOUNCES 2012 BOARD OF DIRECTORS, WHILE TWO WASHINGTONIANS CHAIR NATIONAL COMMITTEES he Pacific Printing Industries Association (PPI) recently announced its 2012 Board of Directors. This group represents a broad range of visual and graphic communication firms and vendors in Oregon and Washington. PPI covers these two states as a regional affiliate of Printing Industries of America, as well as serving firms and individuals in Alaska, Montana, Idaho and Hawaii.

“This is a well rounded group of industry professionals and business owners who are committed to supporting PPI and its members as the industry embarks into new opportunities and horizons,” shared Jules Van Sant, executive director of PPI. “PPI has continued to expand and adjust to meet our members’ changing needs with the help of this leadership team.” n other visual communications industry news, the Pacific Northwest has recently become very well represented at a national level. Chair positions for the National Association of Printing Leadership (NAPL) and Printing Industries of America (PIA) now belong to Washington State business owners Darren Loken and Laura Lawton-Forsyth, respecDarren Loken tively. PPI’s Van Sant has also been elected as a PIA Board Director. Loken, president and CEO of Telepress in Seattle, was installed as Chairman of the Board of the NAPL during the association’s Annual Meeting on September 11 in Chicago. “I am honored to become NAPL Chairman and follow in the leadership footsteps of Keith Kemp, who has done such an outstanding job during a time of difficult economic conditions in our industry,” said Loken. “I look forward to working with my fellow officers, members of the NAPL Board, our association staff, and our members to continue the tradition of industry service that has been an NAPL hallmark for more than 75 years.” Lawton-Forsyth, president of Lawton Printing Inc. and File-Ez Folder, Inc. in Spokane, Laura Lawton-Forsyth Washington, has been elected 2011/2012 Chair of the Board of PIA. The transition occurred during the association’s fall meetings in Miami Beach, Florida, in November. In this position, Lawton-Forsyth will lead the board and oversee the direction and activities of the 8,500 member firm association. Printing Industries of America is the world’s largest

MEDIA INC. ISSUE FOUR 2011

Pictured here are the members of the 2012 PPI Board of Directors. Back row, left to right: Theresa Pearson, Technaprint, Eugene, Oregon; Todd Vanderweyden, Heidelberg USA, Seattle, Washington; Beth Snyder, Board Treasurer, Trade Printery/The Quincy Group, Seattle, Washington; Chris Feryn, Board Chair, Premier Press, Portland, Oregon; Laura Lawton-Forsyth, PIA Rep/Immediate Past Chair, Lawton Printing, Spokane, Washington; Nora Stevens, Clean Copy, Portland, Oregon; Brenda Garlock, Board Secretary, WCP Solutions, Kent, Washington; and Dan Cavanaugh, SmithBates Printing & Design, Klamath Falls, Washington. Center row, from left: John Madden, Board Vice Chair, AAA Printing, Bellevue, Washington; Michael Makin, CEO of Printing Industries of America; and Phillip Parrish, PrintWest, Woodinville, Washington. In front is Jules Van Sant, Executive Director, Pacific Printing Industries Association.

graphic arts trade association, representing an industry with more than 900,000 employees and $140 billion in sales. “I am honored to have been elected to this position,” said Lawton-Forsyth. “Of the many things I want to see accomplished this year, my first and foremost is to see Printing Industries of America champion the truth about print and the environment. My hope is to see us work in tandem with other national and regional groups to create a unified voice and effort.” Van Sant with PPI was elected by her peers to represent the industry with a two-year term as a PIA Director. “I’m thrilled to be able to join the dedicated Board Director volunteers at PIA over the next two years,” she said. “Both PIA and NAPL are committed to supporting the industry as it shifts into renewed direction, offering the utmost support for all areas of the U.S. Darren and Laura will bring a Northwest twist to the equation. How exciting to have both organizations led by proven Northwest business leaders and strong local supporters through PPI.” For more information, visit www.ppiassociation.org.

MI 4-11 PPI:Layout 1

1/27/12

1:24 PM

Page 51

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Hornall:Layout 1

1/27/12

3:12 PM

Page 52

Hornall Anderson Teams with Garlic Jim’s ow does a brand shift preconceived consumer expectations, especially when it’s a gluten-free product typically considered lacking in taste? This was the challenge pizza franchise Garlic Jim’s faced when launching their gluten-free pizza offering to a broader, in-store retail audience.

With an estimated 18 million people in the United States sensitive or allergic to gluten to some degree, Garlic Jim’s approached Seattle-based brand design firm Hornall Anderson to help them expand their gluten-free pizza into grocery stores. As one of the first gluten-free pizzas within mainstream retailers, Garlic Jim’s wanted to initiate a conversation with potential consumers on-shelf. Hornall Anderson took this direction and ran with it. Instead of doing the typical front of

MEDIA INC. ISSUE FOUR 2011

slogans and tongue-in-cheek messaging that places emphasis on “owning” and “embracing” the gluten-free pizza, rather than being apologetic for it. Already, feedback has been phenomenal. Consumers consider the new Garlic Jim’s frozen pizza a premium product, and retailers are excited about the growing sales, shifting Garlic Jim’s presence from experimental to mainstay in-store. For more information, visit www.hornallanderson.com.

pack “beauty” shots of pizza that consumers are used to seeing when shopping the frozen pizza aisle, Hornall Anderson used an editorial tabloidstyle approach on the packaging. Representing the “gluten-free movement” for those required and those choosing to make a healthier choice, the packaging design uses humorous

MI 4-11 Hornall:Layout 1

1/27/12

4:13 PM

Page 53

Forestry certifi certification, cation, recycled content and where a paper is produced are integral parts paper selection of the paper selectionprocess. West Linn Paper Company solutions to deliver offers solutions high-quality paper paper while while being being high-quality mindful of the environment. environment.

Locally Produced Paper. Contact us at 800.989.3608 Contact 800.989.3608 or www.westlinnpaper.com. www.westlinnpaper.com.

SFI-00772

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Filmworks:Layout 1

1/27/12

3:18 PM

Page 54

Washington Film: WITH NO INCENTIVE IN PLACE, WHAT’S NEXT FOR THE EVERGREEN STATE’S PRODUCTION INDUSTRY? By Amy Lillard, Executive Director, Washington Filmworks

orty states in the Union offer motion picture incentives designed to attract film projects that create thousands of jobs and bring millions of dollars to a state. While Washington State was one of the first to offer such an incentive, it is no longer one of the forty. How did this happen?

The momentum created by Washington Filmworks (WF) and the Motion Picture Competitiveness Program is impossible to ignore. Since launching the program in February 2007, WF has approved 71 projects for funding assistance, including 29 feature films, 37 commercials and 5 television projects. These projects have had an estimated $137 million economic impact over the past four years. And in fact, the Joint Legislative Audit and Review Committee (JLARC), an independent body of the legislature, recommended in a report authored in December 2010 that the program be renewed because it effectively maintained our posi-

MEDIA INC. ISSUE FOUR 2011

tion in a competitive marketplace. Despite this significant contribution to the state’s economy, the bill to renew the Motion Picture Competitiveness Program was never brought to the floor of the House of Representatives for a vote during the 2011 legislative session. The program officially sunset on June 30, 2011. Recently, major media outlets such as the Los Angeles Times, New York Times and Wall Street Journal have been picking up stories about how film production incentives represent bad economic development for states. Fueled by biased and politically motivated entities hiding behind important names such as The Center for Budget and Policy Priorities, when examined critically it becomes apparent that these studies make for good newspaper headlines, but they fail to tell the true story. Not all production incentives are created equal. Many articles about motion picture incentives examine the industry through a microscope and highlight only the most aggressive incentives in the United States. Michigan is often cited in articles as one of the worst economic development opportunities, as they offer production companies up to a 42 percent return on all production spending. In contrast, Washington State offers 30 percent back on qualified in-state spending only. In Continued on page 56

MI 4-11 Filmworks:Layout 1

1/27/12

1:25 PM

Page 55

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Filmworks:Layout 1

1/27/12

3:19 PM

Page 56

Continued from page 54

Washington, a producer may only get a return on what the production proves they have spent on the ground by renting local equipment, paying for locations, and hiring Washington resident cast and crew. Since 2007, Washington Filmworks has sought to create a partnership between business, labor, the arts and government to help fuel the economy. This incentive has been a resounding success, keeping Washington competitive in film and keeping film industry workers employed. As the only state that requires health and retirement benefits for workers on a production, the Washington incentive was never about bringing Hollywood to Washington, but rather providing actors and crew from every part of the state with steady work and keeping the doors open for businesses that support the film industry. Take away the lights, the camera and the action, and you can see what the film incentive really means: Jobs. The JLARC report also suggests that the number of jobs in the motion picture industry increased each year that the production incentive was online, with the exception of 2009, when the recession hit. That said,

Take away the lights, the camera and the action, and you can see what the film incentive really means: Jobs.

MEDIA INC. ISSUE FOUR 2011

according to Employment Securities data, film employment declined at a rate of 0.7 percent during this time period, which is significantly less than the statewide average of 1.4 percent during the same time period. The reality is that film industry work is project-based, and a typical film industry professional may work on three to four major productions in a year. And when working on a production, these film industry professionals typically work 14- to 16-hour days. It is difficult, if not impossible, to equate these project-oriented jobs into a box typecast as FTEs. But why should one good-paying, family-wage, 9am-to-5pm desk job represent a better opportunity for the state than the jobs the film industry provides its workers? It is worth mentioning that there were very few easy decisions to make in the 2011 legislative session. With the state badly in debt and social services strained almost to the breaking point, it might seem difficult to endorse a tax incentive for the movie industry. However, the loss of the film incentive represents a further strain on the economy, forcing industry workers to rely on unemployment and causing the loss of millions in potential revenue to the state. The short-term gains of cutting the incentive are nothing compared to the long-term economic damage the absence of the program creates. While devastating to the film industry in Washington, this does not represent the death knell of movies and TV in this state. Actors continue to act, writers continue to write, and gaffers continue to gaff, but without the incentive in place, jobsâ&#x20AC;&#x201D;real paying family-wage jobsâ&#x20AC;&#x201D;will dwindle until they disappear altogether. Fewer and fewer projects will come to Washington and it will not Continued on page 58

dubs ad:Layout 1

1/27/12

1:20 PM

Page 57

proxy Digital Asset Management

Think of it as Digital Asset Intervention.

Are you at the end of your digital rope? Can't find assets to save your soul? Feet hurt from kicking hard drives? Proxy is the end-all be-all of digital asset management. Itâ&#x20AC;&#x2122;s simple to use, completely customizable, 100% secure, hugely affordable and can store basically every digital asset ever created. For more information, go to:

dubsinc.com/proxy

MI 4-11 Filmworks:Layout 1

1/27/12

3:19 PM

Page 58

Continued from page 56

A Bright Spot Amidst the Clouds It was a tough year for the Washington production industry with the loss of the Motion Picture Competitiveness Program. But the good news is that at press time, Washington Filmworks plans to pursue legislation in the 2012 legislative session that will re-instate the tax credit. More good news is that before the incentive officially sunset on June 30, 2011, Washington State was gearing up to host four major film productions, which would wind up generating more than $8.5 million for the state’s economy. It was truly one of Washington State’s busiest production summers ever. Here’s a look at the four feature films.

Eden Director: Megan Griffiths Producers: Colin Plank, Jacob Mosler Washington locations: White Center, Spokane, Ellensburg, Enumclaw Synopsis: Inspired by the complex and harrowing true story of human trafficking survivor Chong Kim, Eden is about a young KoreanAmerican girl who is abducted and forced into prostitution. She then comes to join forces with her captors in a desperate plea to survive. Release date: 2012

Fat Kid Rules the World Director: Matthew Lillard Producers: Whitewater Films, Whippany Park Productions Washington locations: Ballard, Capitol Hill, Renton

MEDIA INC. ISSUE FOUR 2011

Synopsis: Based on the best-selling novel by K.L. Going and set against the backdrop of the Seattle music scene, Fat Kid Rules the World is a coming-of-age story about two dysfunctional teenagers searching for something more out of their completely hopeless existence. Release date: 2012

Mine Games Director: Richard Gray Producers: Mark and Christine Holder (Zero Gravity), Mike Gillespie (Yellow Brick Productions) Washington locations: Ape Cave (Snoqualmie National Forest), North Bend, Rattlesnake Lake, Black Diamond, Enumclaw Synopsis: A psychological thriller about a group of young friends who make an incomprehensible discovery in an abandoned mine, but find the more they try to change the future, the more they seal their fate. Release date: June 2012

21 and Over Directors: Jon Lucas and Scott Moore Producers: Jason Felts, Ryan Kavanaugh (Relativity Media), David Hoberman and Todd Lieberman (Mandeville Films) Washington locations: University of Washington campus, surrounding U-District Synopsis: The night before his big medical school exam, a promising student celebrates his 21st birthday with his two best friends. Release date: 2012

be long before the Evergreen State becomes the Evergreen “Fly-Over” State, as projects pass us by in favor of Oregon or Vancouver, B.C. Washington’s homegrown filmmakers, cast and crew will be forced to go out of state to work, or worse yet, move themselves and their families to states with competitive incentives in place. In this difficult economic climate, you are seeing states across the country maintain and even increase the production incentives that they offer. New Mexico just voted to continue their incentive program, with a higher cap than was proposed by the governor. Utah just voted to raise their incentive, and Governor Kitzhaber in Oregon led the charge to get their incentive program renewed through 2018. Washington State has so much to offer filmmakers: Diverse locations, talented cast and crew, and a wealth of production resources. What we don’t have is an incentive. With 40 other states across the country with incentives in place, we can only wonder: What do the 40 other states know that we don’t?

MI 4-11 Filmworks:Layout 1

1/27/12

1:26 PM

Page 59

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Oregon Film:Layout 1

1/27/12

3:23 PM

Page 60

NBC’s Grimm films in Portland.

Oregon Film: Record Year, Even Brighter Future By Vince Porter, Executive Director, Oregon Governor’s Office of Film and Television

ver the past few years we’ve seen steady growth in Oregon’s film and TV industry. In 2008, Oregon was host to the first Twilight movie, 2009 brought us Leverage and LAIKA’s Coraline, and then 2010 followed up with Portlandia. This steady growth has been good for everyone in the state, but in 2011, Oregon reached a new level of film and television production. Thanks to three television series (NBC’s Grimm, TNT’s Leverage, and IFC’s Portlandia), the Lakeshore feature Gone, and two animation projects (LAIKA’s ParaNorman and Bent Image Lab’s Jingle All the Way), the total amount of film, Carrie Brownstein and Fred Armisen film television, and television commercial production in scenes for season 2 of Portlandia. Photos courtesy of IFC. Oregon exceeded $110 million. This number is significant because the previous record was in 2009 when the amount was $62 million. Needless to say, the industry is firing on all cylinders and the good news is that the future is even brighter. One significant turning point was landing the second season of Leverage, which is produced by Dean Devlin’s Electric Entertainment. The show will be entering its fourth year in Oregon in 2012 and by the end of the season, the show will have spent more

MEDIA INC. ISSUE FOUR 2011

than $100 million in the state. Dean has been a great advocate for the local film and TV community, not only for his production but for the recruitment of several others as well. If you ask Dean, there is no limit to the possibilities in the state. Dean has fallen in love with the state so much that he’s even moved the show’s setting for season five from Boston to Portland. We look forward to seeing what this change will mean for the show. Although Portlandia doesn’t provide us with the economic impact numbers that a show like Leverage brings, it certainly delivers in many other ways. Originally created as a fun side project between Saturday Night Live’s Fred Armisen and musician/actor Carrie Brownstein, Portlandia has quickly ascended into a cult favorite for the Independent Film Channel. So much so that early in 2012, Fred and Carrie took the show on a six-city live tour. It might be that we’re a little tuned in to all things Oregon, but Portlandia has seemed to seep into just about everything. Even The New York Times book review section uses the show for reference (see the Wildwood review). Thanks to the positive momentum of these two shows and a concerned effort to market the state as a premier television series location, Oregon landed a big fish in 2011 with NBC’s new drama Grimm. The show is a modern day police Continued on page 62

MI 4-11 Oregon Film:Layout 1

1/27/12

1:27 PM

Page 61

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Oregon Film:Layout 1

1/27/12

3:23 PM

Page 62

Continued from page 60

Leverage films on Mt. Hood.

procedural with a twist of the classic Grimm Fairy Tales, all set in the city of Portland. After an early ratings bump, NBC ordered a full season of the show, which immediately made it the largest production ever to be produced in the state over a one-year period. As an added benefit, the show has reached out to the local visual effects community, and all the visual effects for the show are produced by local companies Hive-FX and Bent Image Lab. Both companies were selected after several companies from outside the state also bid on the work. It’s a testament to the level of creative talent that lives here in Oregon. Speaking of visual effects and animation, this is a part of Oregon’s industry that is perhaps growing at a faster rate than the live action world. After LAIKA’s successful film Coraline, the studio has gained momentum and signed a two-picture distribution deal with Focus Features. The first of the two films is ParaNorman, which is due to be released in August of 2012. The second film, yet to be announced, will begin production in 2012 for a 2014 release. Oregon’s animation industry is far from a one company town, as there are numerous animation, digital media and video game companies popping up all over the state. One such company is Bent Image Lab. Bent produces animated commercials (much like LAIKA’s house division), and in 2011 produced the critically acclaimed Hallmark Channel holiday special Jingle All the Way. There are many other great animation, digital media and video game companies producing great work—too many to mention in this short article—so we created a dedicated blog for Oregon’s animation industry called www.oregonanimation.com. Be sure to

check it out and definitely look into one of these talented companies for your next project! As the entire motion picture industry continues to experience massive changes thanks to technological advancements, Oregon will have the opportunity to capitalize on its deep tech sector and talented creative industry. Companies like Intel and advertising agency Wieden+Kennedy are already looking into the future of storytelling. In Oregon we pride ourselves on integrating age-old handcraftsmanship with cutting-edge technological solutions with the end result being something unique and authentic. In the coming years our hope is that this approach will guide us towards continued growth, both in acclaim and productivity. Oregon has always thrived when it was focused on “what’s next,” and we hope that will be true as well in the motion picture industry.

>i`g C`^_k`e^ >\Xi Gif[lZk`fe Jlggc`\j ;fcc`\j A`Y 8idj <og\e[XYc\j J\im`Z\

MEDIA INC. ISSUE FOUR 2011

•

Director of Photography

•

Creative Editorial and Motion Graphics

•

Photography

**,. J< ))e[ 8m\ GfikcXe[# FI 0.)') ,'*$,+)$*00' ^\Xi_\X[^i`g%Zfd

MI 4-11 Oregon Film:Layout 1

1/30/12

8:24 AM

Page 63

J?8LE >8M@E GfikcXe[# Fi\^fe

CF:8K@FEJ G ,'*$,*0$-( (*

jg^Xm`e-*7^dX`c%Zfd ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Holbrook:Layout 1

1/27/12

3:25 PM

Page 64

Everett Equipment Company Earns Honor VIDEOMAKER NAMES DVGEAR’S APPRENTICE THE “BEST NEW PRODUCT FOR 2012.” By John Wolcott, Features Northwest News Service

onathan Holbrook has proven once again that even a relatively small video producer and video editing equipment company can make big waves across the country by concentrating on quality products, creative excellence and the foremost needs of his customer market niche.

Already the winner of multiple awards for his production work and high-tech, high-quality, low-cost products, Holbrook’s market stature just got a fresh boost from the professionally respected industry trade magazine, Videomaker. The magazine’s test staff put DVGear’s new Apprentice video editing and production computer through a tough series of evaluations and then named it the magazine’s choice for “Best New Product for 2012.” The review article was published in Videomaker’s January issue. Not only did the test crew rate it as the best new video editing computer in its field, it also noted that the Apprentice is just the low-end of a new computer editing trio that also includes the Squire and the top-of-the-line DVGear Warrior. All of them process quality video projects, including high-definition images as well as standard definition. Prices range from just over $3,000 for the Apprentice (which is up some from earlier prices posted on the Internet because of recently increased demand for hard drives) to $6,000-$8,000 for Holbrook’s favorite that he uses regularly himself, the Warrior. Price varies depending on how much buyers want to upgrade or add-on to the already super-powerful Warrior. In the magazine’s article, the reviewer noted that tests of the Apprentice were so impressive that even though the equipment is being released as an “entry level” choice, “don’t let (that) fool you, this computer delivers… this computer is a good contender against top-of-the-line video editing machines.” Videomaker’s evaluators had many technical reasons for the high rating but summed up their conclusions by noting that “this computer is made with only name-brand components … the case is well cooled with five large case fans … there’s 16 gigabytes of RAM memory … the new Nvidia Quadro 2000 … (and) two terabytes of storage in two hard drives” that are able to handle major editing and production tasks. Also, the equipment is designed to partner with the advanced, high-end Adobe video production products found in its CS5 software suite. DVGear, a Web-based company, is a division of Tall Taurus Media, LLC, Holbrook’s Everett video production firm that acquired DVGear in 2006. His success is as much in how he’s structured his business as it is in his savvy use of technology for his video productions and his video editing equipment. 64

MEDIA INC. ISSUE FOUR 2011

Multimedia technology integrator Jonathan Holbrook, owner of DVGear and Tall Taurus Media LLC in Everett, shows off his new custom-designed DVGear Apprentice computer that has won Videomaker magazine’s national award for Best Product of the Year for 2012. The article is being published in Videomaker’s January issue. Photo by John Wolcott/Features Northwest News Service

“We’re a Web-based company, so even though we have an office in Everett to do some of our studio work we’ve found that being Web-focused allows us to work with partners who don’t have to be full-time on our payroll but they’re still able to provide their special expertise to our clients,” he said. Grant Eckstrom’s BE IT Consulting, LLC, for instance, is an Everett-based tech firm that handles support requests for DVGear customers. The firm works closely with DVGear on its equipment development as well. “Much of our success is also due to the way we treat our customers,” Holbrook said. “We market through our Web site but we don’t have a ‘cart’ to fill up with orders. You have to talk to us so we can provide exactly what you want. Our customers are wide ranging. The Apprentice, for instance, can be used by people Continued on page 66

MI 4-11 Holbrook:Layout 1

1/27/12

1:30 PM

Page 65

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Holbrook:Layout 1

1/27/12

3:26 PM

Page 66

Continued from page 64

making videos at home but it’s also an affordable video editing system for more serious producers, except they don’t have to have deep pockets.” By using name-brand, reputable parts throughout his equipment, with good manufacturer warranties, he doesn’t worry about failing equipment and neither do his customers, he said. He also likes the fact that “when trouble calls or questions come in our customers are talking to people here in Everett, not in some foreign country.” He’s surprised that so much of his business comes from East Coast customers, particularly in New Jersey, he said, adding, “I don’t know why, but I think it’s because they know we’re near Microsoft and that gives them confidence and a positive impression.” Striving for superior products with affordable quality at several levels of use has brought surprises even to Holbrook. “Even the lower-end Apprentice model impressed us in our tests when we were building it with our IT guys … that’s what we wanted, a superior product with a good profit margin that will edit even realtime video and serve a wide variety of customers at a very competitive price.” Locally, his video editing equipment also gets a lot of use in schools. “All the area school districts know us and their video editing programs and studios operators love our products. Many of them use our TriCaster equipment, which allows them to set up their own news studios and learn a lot about video,” he said. “Watching the creativity of kids is really amazing.” On the Tall Taurus production side of the business, Holbrook also

creates programs for local organizations. He recently worked on a presentation for the Red Cross Heroes program that was held in December at the Tulalip Resort Hotel. And, searching the Internet for his name and products brings up multiple “hits” on YouTube, which he considers one of his best marketing tools. In 2006, he jumped on the crest of a new wave of business marketing through wall-mounted flat screen televisions that present business profiles and product promotion in the business’ own offices and locations, a new on-site marketing venture for customers. Spurred by his youthful dreams of making movies, Holbrook’s rising presence in video productions and editing equipment has made him one of the important players in the market. Not bad for someone who describes his background in the field as basically “self-taught.” He read books for everything he wanted to know or use in the field, then attended classes in the University of Washington’s film and video extension program, then tried everything out by making a couple of full-length features. One of the films, Customer 152, became the official selection for the 2004 New York International Independent Film Festival. Then, it was named the Best Feature of the 2005 Northwest Independent Film Festival and played in theaters in select cities across the United States. “It was a thrill,” he said. “For about three months I was a celebrity.” To his audience of both amateur and professional video producers and editors, he is still a celebrity, proven by the top-ranked attention received for equipment like his new DVGear array of video editing and production equipment.

FILM IN WASHINGTON STATE 30% Cash Back in 30 Days

Get way more than you bargained for. Let our team of film-industry professionals help you bring your vision to the big or small screen. • Diversity of locations • Experienced and professional crew base • Full-service production community • 30% cash back in 30 days

It’s easy to see why Washington State is fast becoming one of the west coast’s premier filming destinations.

For more information call

206.264.0667 washingtonfilmworks.org 66

MEDIA INC. ISSUE FOUR 2011

MI 4-11 Holbrook:Layout 1

1/27/12

1:31 PM

Page 67

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 SAG:Layout 1

1/27/12

3:27 PM

Page 68

Boost Your Budget – Hire Local By Dena Beatty, Executive Director, SAG, Pacific Northwest

any producers enjoy moving out of the major markets into other parts of the country to find unique filming locations. One problem they often face is the dreaded travel budget. Transporting talent to locations from New York or Los Angeles can become very expensive, but if producers choose their location well, there’s no need to overspend. The trick— find a location where you can hire local!

One location that can ease your travel budget woes is the Pacific Northwest. The states of Washington and Oregon are a Mecca for the arts, and this has resulted in an abundance of professional actors who call the Northwest home. Washington and Oregon also have a diversity of work, which translates to exceptionally versatile performers. The Northwest plays host to numerous local and national commercials, educational videos, studio and independent films, video games, and television series. The abundance of diverse employment opportunities has developed a well-balanced talent pool that includes on-camera and voice-over actors, singers, dancers, stunt coordinators and performers, and background performers. Going back to the Golden Age of Hollywood, the Northwest has

MEDIA INC. ISSUE FOUR 2011

been a top location choice for filmmakers and advertisers. This stability has allowed the Northwest to not only create and grow a stable workforce of talented performers, but also a network of support organizations and personnel to ensure each project has the resources and help locating the right talent for the job. Both the Screen Actors Guild (SAG) and American Federation of Television and Radio Artists (AFTRA) keep offices in the Northwest, and both organizations have a strong network of franchised agents. There are a number of casting directors who live and work in the Northwest who are familiar with both the local agents and the local talent. It is the goal of SAG to ensure that every project has access to their exceptional professional talent roster. Filmmakers and advertisers interested in hiring local talent can contact our office for assistance in locating casting directors, agents and talent. The advertising and film industry in the Pacific Northwest realizes that it is the goal of each producer to complete a successful project on time and on budget. This is why when you shop for locations you should make sure you put Washington and Oregon on your list. There are many beautiful locations in the U.S. and around the world, but when you shop for value, it’s hard to beat Oregon and Washington for the total money saving package! For more information about the Screen Actors Guild, please visit www.sag.org. We also encourage you to spend time in the production center where you will find valuable information about hiring and working with SAG talent.

MI 4-11 SAG:Layout 1

1/27/12

1:32 PM

Page 69

EXTRAS AND REAL PEOPLE CASTING

ISSUE FOUR 2011 MEDIA INC.

1/30/12

8:25 AM

Page 70

(

MI 4-11 SAG:Layout 1

BRIEFS

ety is to discover and promote Northwest and San Francisco talents.” For more information, visit www.mmmmmsociety.com.

Mmmmm Society, New Commercial Production Company, Launches Michele Carnes Ellis recently announced the launch of Mmmmm Society, a Portlandbased production company that will create commercials, music videos and branded content with a dynamic collective of awardwinning directors, animators, artists, writers and designers. Ellis acquired her comprehensive knowledge of the production process during more than a decade working in feature development and production management on films, music videos and commercials. She has served as a creative executive at Tim Burton Productions, and produced Amy Goldstein’s feature film East of A, which garnered festival awards from Santa Barbara to Stockholm. Most recently, she has produced commercial content for Panasonic, Mitsubishi, RIM/BlackBerry, and live-action 3D for LG Electronics. Remarks Ellis on what propelled her new venture, “When I relocated seven years ago and started producing out of Portland and San Francisco, I realized the depth of brilliant creativity in these areas. A core mission for Mmmmm Soci-

golightlyfilms Garners EMPixx Awards Moon Tribe Studios, in collaboration with Portland’s golightlyfilms, inc., has won the Platinum Award (the highest award given) for the official trailer for the feature film Population: 2 at the Third Annual EMPixx Awards. The feature film, which recently screened at the Bagdad Theater in Portland, was written and directed by Gil Luna of Moon Tribe Studios, and produced by Jonathan Stark and Gil Luna of Moon Tribe Studios. The director of photography (cinematographer) was Kenneth Luba of golightlyfilms, inc. Original music score was by Edouard Brenneisen. To view the trailer, go to vimeo.com/13953680. Also at the EMPixx Awards, golightlyfilms won a Platinum Award for their film produced for PNCA (Pacific Northwest College of Art and Design). The short film, 100 Years of Art + Design, was written and directed by Kaja Zaloudek of

golightlyfilms, and produced by golightlyfilms in cooperation with REX Post. The director of photography was Kenneth Luba of golightlyfilms. The film was edited at Bingo Lewis Editorial and the music score was composed by Kenneth Webster. To view the film, go to vimeo.com/4771121. For more information, visit www.golightlyfilms.com.

Sockeye Unveils Third Video in “Project Re-boot” Series The third video in KEEN Footwear’s “Project Reboot” social media/ad campaign recently launched, highlighting an historic occasion: Phase Two of the largest dam removal project in U.S. history. Portland-based Sockeye conceived the “Reboot” campaign to help launch KEEN’s Utility brand. They’ve put KEEN on the road to three locations in 2011 to put boots directly onto the feet of industrial workers who are building a better future. Video and photos from each Reboot will be shared through KEEN’s Facebook, Twitter and YouTube channels. Photos from the field visits, including a crew “Unity” shot at each location, is being used for trade print, online banners, and billboards and transit media in select locations. For more information, visit www.sockeye.tv.

McDONALD INSURANCE GROUP, INC. i n

c o n j u n c t i o n

w i t h

I n s u r a n c e We s t

Lic #0786031

MEMBERS OF P. E . R . A

A . I . C . P.

A . S . E . P. O.

S . D. S . A .

SPECIALIZED INDUSTRIES Special Effects Wa r d r o b e

Sets

Tr a n s p o r t a t i o n

Lighting and Grip Rentals

Po s t P r o d u c t i o n

Props

Co m m e r c i a l s

Stages

Music Videos

V i d e o D u p l i c a t i o n B r o a d c a s t i n g A u d i o, S o u n d, V i d e o Fe a t u r e F i l m s S h o r t Te r m P r o d u c t i o n s D o c u m e n t a r y I n f o m e r c i a l V i d e o g r a p h y OFFERING COVERAGE FOR ALL YOUR INSURANCE NEEDS.

Call John R. Gunn ACCOUNT EXECUTIVE TOLL FREE: 1.888.827.7400 DIRECT: 425.897.5956 D I R E C T FA X : 4 2 5 . 8 9 7 . 5 9 5 7 johng@mcdonaldins.com 4 1 6 70

MEDIA INC. ISSUE FOUR 2011

6 t h

S t .

K i r k l a n d ,

W A

9 8 0 3 3

MI 4-11 SAG:Layout 1

ACTING

1/27/12

1:34 PM

STUNTS

THE WORLD’S FINEST TALENT IS AVAILABLE LOCALLY Ensure Quality. Hire a SAG Professional.

Page 71

SINGING

VOICE OVER

Serving Washington, Oregon, Idaho, Montana and Alaska, our Pacific Northwest office and franchised agents are the region’s source for professional talent.

BACKGROUND

STAND IN

SCREEN ACTORS GUILD Seattle & Portland Branches ph (206) 402-5958 ph (800) 724-0767, ext. 7 fx email dbeatty@sag.org www.sag.org DENA BEATTY Seattle/Portland Branch Executive Director

Tonya Carlson Jolly

multi-media make-up and hair stylist

Professional, experienced HD, beauty, and special effects makeup; hair and wardrobe Film; Commercial, Corporate and Music Video; Print & Lifestyle

Credits: Judas Kiss, Serenity Farm (feature), Shadowed (feature), Duff Mckagan’s Loaded (musical feature). Crew credit: key makeup, key special effects, hair, wardrobe

tonyacarlsonjolly.com tonyacarlsonjolly@hotmail.com

(206) 817–4869

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Talent List:Layout 1

1/27/12

3:29 PM

Page 72

The Actors Group; Vashon, WA 206-427-7449 info@theactorsgroup.com www.theactorsgroup.com

Jamie Lopez

AEA, AFTRA, SAG

DND

Actors in Action, LLC; Portland, OR 503-780-7555 damon@actorsinaction.com www.actorsinaction.com

Damon Jones

AFTRA, SAG

5 - 95 yrs

Arthouse Talent & Literary; Portland, OR 503-546-8862; fax 503-536-6767 kaili@arthousetalentandliterary.com www.arthousetalentandliterary.com

Kaili Carlton

AFTRA, SAG

16 - 100 yrs

Colleen Bell Modeling & Talent Agency; Bellevue, WA & West Linn, OR 425-649-1111; fax 425-226-4324 bellagency@aol.com (WA) bellagencyoregon@aol.com (OR) www.colleenbellagency.com

Colleen Bell Stephanie Yates

AFTRA, SAG

0 - 100 yrs

Big Fish NW Talent Representation; Cheney & Seattle, WA 877-424-4347 info@bigfishnw.com www.bigfishnw.com

Becky Reilly Gordon Adams

N/A

All

The Kim Brooke Group Models-n-Actors; Seattle, WA 206-329-1111; fax 206-328-5177 kimbrookegroup@hotmail.com www.kimbrooke.com

Kimberly Brooke, president

N/A

0 - 100 yrs

Copeland Williams Talent; Bellevue, WA 425-748-5133; fax 425-562-0147 calley@copelandwilliams.com www.copelandwilliams.com

Calley Copeland, co-owner/booking agent Kathie Williams, co-owner/talent director

N/A

0 - 100 yrs

Emerald City Model & Talent; Edmonds, WA 425-248-4565; fax 425-248-4562 john.harb@emeraldcitymt.com www.emeraldcitymodelandtalent.com

Easa John Harb

N/A

6 mo - 80 yrs

ENTCO International, Inc.; Lynnwood, WA 425-670-0888; fax 425-670-0777 info@entco.com www.entco.com

Terry Quick, president

AFTRA

All

Sherrie Garcia & Associates Entertainment Service; Spokane, WA 509-922-2362; fax 509-922-2362 garciaentertainment@yahoo.com

Sherrie Garcia, agent

N/A

DND

Heffner Management; Seattle, WA 206-622-2211; fax 206-622-0308 info@heffnermanagement.com www.heffnermanagement.com

Nancy Peppler, president

N/A

DND

In Both Ears, Inc.; Portland, OR & Seattle, WA 503-892-8833; fax 503-892-7182 info@inbothears.com www.inbothears.com

Jennie Mull, agent/CEO Amanda Clark, talent liaison

N/A

3 - 75 yrs

MEDIA INC. ISSUE FOUR 2011

ER T VI CE MAALE S NA NT OT GE M HE R ENT

CIA ERF L OR

EV M H AR AIR ENT ANC TIS ST T E TS YLI ALE / N /W ST AR S/M T DR A CA OB KEU ES P ST TY IN LIS G TS S

TYPES OF TALENT/SERVICES PROVIDED

TA GE RA NG ON E -C AM ER A TA MO LE DE NT LS S TA POR LE TS NT /L IFE ST VO YL IC EO E VE R TA SP LE OK NT ES PE OP L LE SP IVE P E

TA LE N

UN IO N

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

FR AN CH IS E

TALENT/MODELING AGENCIES

MI 4-11 Talent List:Layout 1

2/1/12

12:28 PM

Page 73

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Talent List:Layout 1

1/27/12

3:30 PM

Page 74

LLL Talent; Hayden, ID & Spokane Valley, WA 509-720-8312 contactus@LLLtalent.com www.LLLtalent.com

Anne Mitchell, owner Ginny Abdallah, entertainment agent

N/A

DND

LUX management; Tacoma & Seattle, WA 253-573-0634 nfitalent@msn.com www.luxtalent.com

Noreen Hobson, owner/director

N/A

All

Option Model and Media; Portland, OR 503-233-4244 dennis@ommtalent.com www.optionmodelandmedia.com

Kit Garrett, VP Nina McLaughlin, president Dennis Troutman, talent agent

AFTRA (pending), SAG

All

Puddletown Talent, Inc.; Portland, OR 503-546-3006; fax 503-536-6767 jason@puddletowntalent.com www.puddletowntalent.com

Jason Jeffords, owner

AFTRA, SAG

Infancy - 18 yrs

Q6 Model & Artist Management, Inc.; Portland, OR 503-274-8555; fax 503-274-4615 justin@q6talent.com www.q6talent.com

Justin Habel, president

N/A

12+ yrs

ACTORS I MODELS I VOICE OVER I ARTISTS

www.ryanartists.com

ph: 503.274.1005 fx: 503.274.0907

SAG and AFTRA Franchised

Accredited with the Better Business Bureau

MEDIA INC. ISSUE FOUR 2011

ER T VI CE MAALE S NA NT OT GE M HE R ENT

CIA ERF L OR

EV M H AR AIR ENT ANC TIS ST T E TS YLI ALE / N /W ST AR S/M T DR A CA OB KEU ES P ST TY IN LIS G TS S

TYPES OF TALENT/SERVICES PROVIDED

TA GE RA NG ON E -C AM ER A TA MO LE DE NT LS S TA POR LE TS NT /L IFE ST VO YL IC EO E VE R TA SP LE OK NT ES PE OP L LE SP IVE P E

TA LE N

UN IO N

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

FR AN CH IS E

TALENT/MODELING AGENCIES

MI 4-11 Talent List:Layout 1

1/27/12

1:37 PM

Page 75

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Talent List:Layout 1

1/27/12

3:30 PM

Page 76

Ryan Artists Inc.; Portland, OR 503-274-1005; fax 503-274-0907 modelinfo@ryanartists.com www.ryanartists.com

Cholee Thompson, president

AFTRA, SAG

All

Screen Actors Guild; Seattle, WA & Portland, OR 206-402-5958; fax 206-402-3489 dena.beatty@sag.org www.sag.org

Dena Beatty, executive director

SAG

All

Sports + Lifestyle Unlimited; Portland, OR 503-227-3449; fax 503-227-4383 info@SLUagency.com www.SLUagency.com

Dave Weiss, president Paul Herschell, VP

LA office: AFTRA, ATA

Kids to Seniors

Topo Swope Talent, LLC; Seattle, WA 206-443-2021; fax 206-443-7648 topo@toposwopetalent.com www.toposwopetalent.com

Topo Swope, owner

AFTRA, SAG

15 - 90 yrs

Tiffany Talent Agency; Seattle, WA & Portland, OR 206-264-8433 tanya@tiffanytalent.com www.tiffanytalent.com

Tanya Tiffany, agent

N/A

0 - 99 yrs

MEDIA INC. ISSUE FOUR 2011

ER T VI CE MAALE S NA NT OT GE M HE R ENT

CIA RF L OR

EV M H AR AIR ENT ANC TIS ST T E TS YLI ALE / N /W ST AR S/M T DR A CA OB KEU ES P ST TY IN LIS G TS S

TYPES OF TALENT/SERVICES PROVIDED

TA GE RA NG ON E -C AM ER A TA MO LE DE NT LS S TA POR LE TS NT /L IFE ST VO YL IC EO E VE R TA SP LE OK NT ES PE OP L LE SP IVE P E E

TA LE N

UN IO N

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

FR AN CH IS E

TALENT/MODELING AGENCIES

MI 4-11 Talent List:Layout 1

1/27/12

1:38 PM

Page 77

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Recording List:Layout 1

1/27/12

3:32 PM

Page 78

NW RECORDING STUDIOS/ AUDIO SERVICES

ADS Recording; Portland, OR 503-223-9941; fax 503-223-6073 ads-recording@comcast.net www.adsrecording.com

Ryan Wiley, owner

AM Music; Fall City, WA 425-222-6660 ammusic@ammusic.net www.ammusic.net

Steven Ray Allen, president

Aurastan Music Designs Ltd.; Portland, OR 503-297-9254 greg@gregives.com www.gregives.com

Gregory Ives, CEO

Avast! Recording Co.; Seattle, WA 206-633-3926 www.avastrecording.com

Stuart Hallerman

Bad Animals; Seattle, WA 206-443-1500; fax 206-441-2910 wendi@badanimals.com www.badanimals.com

Dave Howe Mike McAuliffe Tom McGurk

DND

Bear Creek Studio; Woodinville, WA 425-481-4100; fax 425-486-2718 bearcreek@seanet.com www.bearcreekstudio.com

Ryan Hadlock, owner Jerry Streeter, manager

Bing Bang Boom!; Otis Orchards, WA 509-892-5382; fax 509-892-8102 info@bingbangboom.net www.bingbangboom.net

Bill Byrne, composer

MEDIA INC. ISSUE FOUR 2011

RE CO AN RD AL IN OG G RE C OR OR CO IG DI NG MP INA OS L M ITI U VO ON SIC IC EO VE RS RE MO TE RE CO MI RD XI NG IN G /M AS TE SO RI UN NG D DE SI GN AD R/ FO LE Y SO UN D ED ITI MU NG SI C LIC EN OT SI HE NG R

DI GI TA L

OF ST UD IO S NU MB E

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

SERVICES PROVIDED

underwood productions ad:Layout 1

1/27/12

1:21 PM

Page 79

High quality production. Terrible coffee. Thank goodness for ISDN.

Affordable audio production + voice talent

MI 4-11 Recording List:Layout 1

1/27/12

3:32 PM

Page 80

NW RECORDING STUDIOS/ AUDIO SERVICES

Blue Charles Prod., dba Studio Blue; Seattle, WA 206-783-6797; fax 206-783-6796 scot@bluecharles.com www.bluecharles.com

Scot Charles, president

Clatter&Din, Inc.; Seattle, WA 206-464-0520; fax 206-464-0702 tickle@clatterdin.com www.clatterdin.com

Peter Barnes, president Vince Werner, president Leigh Eckert, EP

Cloud City Sound; Portland, OR 503-228-2222; fax 503-228-6819 sandi@superdigital.com www.superdigital.com/cloudcitysound.com/

Rick McMillen

CryBaby Studios; Seattle, WA 206-660-0117 www.crybabystudios.com

Leigh Stone, owner Justin Wilmore, engineer Chris Proff, engineer

Dead Aunt Thelma's Studio; Portland, OR 503-235-9693 mikem@thelmas.com www.thelmas.com

Mike Moore

Digital One; Portland, OR 503-228-3441; fax 503-224-7413 cameron@digone.com www.digone.com

Eric Stolberg, president Cameron Shaw, EP

Fresh Tracks Studio; Portland, OR 503-235-7402 jon@freshtracksstudio.com www.freshtracksstudio.com

Jon Lindahl, owner/ engineer

DI GI TA L

OF ST UD IO S NU MB E

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

SERVICES PROVIDED

D N A L T R O P N TI

POS

MEDIA INC. ISSUE FOUR 2011

MI 4-11 Recording List:Layout 1

1/27/12

1:43 PM

Page 81

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Recording List:Layout 1

1/27/12

4:29 PM

Page 82

NW RECORDING STUDIOS/ AUDIO SERVICES

GMB Technical Corporation; Sequim, WA 206-851-6667; fax 866-605-5519 info@gmbtechnical.com www.gmbtechnical.com

Jeffrey Bruton, president

Hanzsek AV; Snohomish, WA 206-380-2641 hanzsekav@comcast.net www.hanzsekav.com

Chris Hanzsek

Hayton Multimedia; Conway, WA 360-840-0902 wayne@haytonmultimedia.com www.haytonmultimedia.com

Wayne Hayton

McComb Sound; Seattle, WA 206-774-7915 info@mccombsound.com www.mccombsound.com

Matt McComb, owner Maggie Garcia, producer

Mirror Sound Studio; Shoreline, WA 206-440-5889 info@mirrorsound.com www.mirrorsound.com

Ken Fordyce, CEO Aaron Parks, engineer Diana Skye, manager

Mortimore Productions; Spokane, WA 509-327-8384 info@mortimore.com www.mortimore.com

Dan Mortimore, president/DP/producer Angela Downey, VP marketing & sales/producer Ray Gross, senior editor/audio engineer

Orbit Audio; Seattle, WA 206-381-1244 orbitaudio@gmail.com www.orbitaudiorocks.com

Joe Reineke, owner

MEDIA INC. ISSUE FOUR 2011

DI GI TA L

OF ST UD IO S NU MB E

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

SERVICES PROVIDED

MI 4-11 Recording List:Layout 1

1/27/12

1:43 PM

Page 83

Commercial recording in a more relaxing atmosphere* (*recently added both incense AND peppermints!)

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 Recording List:Layout 1

1/27/12

3:33 PM

Page 84

NW RECORDING STUDIOS/ AUDIO SERVICES

Pure Audio; Seattle, WA 206-728-6300; fax 206-728-1433 inbox@pureaudio.com www.pureaudio.com

Paul Goldberg, president

Rex Post; Portland, OR 503-238-4525; fax 503-236-8347 info@rexpost.com www.rexpost.com

Russ Gorsline

Don Ross Productions; Eugene, OR 541-343-2692 don@donrossproductions.com www.donrossproductions.com

Don Ross

Secret Studio Records, Inc.; Seattle, WA 206-935-1165 secretstudio@secretstudio.com

Mark Dabek, president

StudioBard; Portland, OR 503-273-2273 audiospa@studiobard.com www.studiobard.com

Michael Bard, head funkologist

Tim Underwood Productions; Bend, OR 541-382-8289; fax 541-317-0496 studio@tuproductions.com www.thewebvoice.com

Tim Underwood, owner

Victory Studios; Seattle, WA 206-282-1776; fax 206-282-3535 info@victorystudios.com www.victorystudios.com

Conrad Denke, CEO Saul Mitchell, VP media services Kimberly McGregor, VP production

Whiskey Ridge Recording; Marysville, WA 360-659-5462 mark.hibbert@comcast.net www.whiskeyridgeonline.com

Mark Hibbert

MEDIA INC. ISSUE FOUR 2011

DI GI TA L

OF ST UD IO S NU MB E

T EX OP L EC OC UT A IVE L S

Company City, State Phone; Fax E-mail Web site

SERVICES PROVIDED

MI 4-11 Recording List:Layout 1

1/27/12

1:44 PM

Page 85

Full service recording studio

Sound de sig Dialog ed n iting ADR Music pro duction Sound eff ects ISDN

Original Music Audio Production portland s los angeles Award winning scores & sound design Recording Ɣ editing Ɣ 5.1 mixing Ɣ voice casting Ɣ isdn

541.343.2692

Custom online music library : HotSpotMusicCompany.com

EUGENE, OR

donrossproductions.com

ISSUE FOUR 2011 MEDIA INC.

MI 4-11 On the Record:Layout 1

1/27/12

3:35 PM

Page 86

T ATES E, L E TH SU USS EACH IS C S I D WE MPANY H C I WH EST CO N I , HW S ERIE T NORT S N W RVIE DIFFERE . E T N MS ’S I HA INC. ST WIT IMBO FIL A I MED GREATE WITH L AND TINUES CON

he venerable Portland production company, according to owner and award-winning director Gary Nolton, produces media for broadcast commercials, Web and interactive platforms, and documentary and independent films. We wanted to find out what’s new at Limbo, so we went straight to the source. Here is Nolton on the record: HOW HAS YOUR BUSINESS CHANGED THROUGHOUT THE YEARS? While actual production methods, planning of logistics, and the art of storytelling remain the same, the big changes have been in the switch from film to digital HD capture and post production workflow. We fully embrace these new technologies as they arrive, including last year’s purchase of the amazing Arriflex Alexa camera. LIMBO FILMS RECENTLY COMPLETED A SPOT FOR THE PORTLAND TRAIL BLAZERS. WHAT DOES THIS PROJECT MEAN TO YOU? I am very proud of this production in particular, not just because it’s for my home team, but because the budget was tight, yet we feel it looks like a national spot. I also edited the spot by myself here in our Final Cut suite and really enjoyed that. WHAT ARE SOME OTHER RECENT PROJECTS THAT YOU ARE PARTICULARLY PROUD OF? Spots for NAPA Auto and Subway 86

MEDIA INC. ISSUE FOUR 2011

Sandwiches, a short art film for new director Kimberly Warner, and a documentary we made in the Dominican Republic to help a volunteer school program there. WHO OR WHAT INSPIRES YOU, EITHER PERSONALLY OR PROFESSIONALLY? So many influences, from new art I see in galleries to old classic films.

Nolton filming on location in the Columbia Gorge, OR.

HOW IMPORTANT IS IT FOR YOUR COMPANY TO CONNECT AND ENGAGE WITH YOUR SURROUNDING COMMUNITY? Highly important, that’s why we interact with and support local non-profits, political causes, schools, and young filmmakers.

WHAT ARE SOME OF YOUR MOST GRATIFYING PROFESSIONAL ACCOMPLISHMENTS? Limbo Films’ headquarters in Portland. Just staying solvent and moving forward in this business for 25 years feels pretty gratifying! IF YOU COULD BE ANYWHERE IN THE WORLD RIGHT NOW, WHERE WOULD YOU BE? For fun, Spain. To live, I love Portland dearly but have long wanted to try a year in New York. WHAT WOULD YOU DO IF YOU WON THE LOTTERY? Give away a third, save a third, blow a third making a film!

cine rent west ad:Layout 1

1/27/12

1:22 PM

Page 87

Premier Press-bc ad:Layout 1

1/27/12

1:04 PM

Page 88

GREEN MATTERS

CERTIFIED GREEN

503.223.498 4 WWW.PREMIERPRESS.COM

Think Green

149165 AD B

V2 i dd 1

1/23/12 10 40 AM