www.shootonline.com Garth Davis’ Spot Mastromonaco Is Just The Cat’s Covers ALS’ Meow Down Devastation From Under For Toyota Head To Toe page 14 page 15 THE LEADING PUBLICATION FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION December 5, 2008 $6.00 Gunn Buy Turns Into A Opposing Budding Dandelion Epoch Films acquires Kirt Gunn & As- POVs On sociates, setting the foundation for the launch of Dandelion, a company dedi- cated to creating programming and AAAA Study entertainment sponsored by brands. By Robert Goldrich Heading the new shop as managing NEW YORK—While the debate con- directors are Kirt Gunn and Epoch’s tinues over the validity of the annual founder Mindy Goldberg and partner/ American Association of Advertising executive producer Jerry Solomon. Agencies’ (AAAA) Television Produc- See page 4 tion Cost Survey, one of the study’s proponents, David Perry, chairman of Director Rob Cohen the AAAA broadcast production com- Checks Into The Institute mittee, offers a new wrinkle, namely a Feature filmmaker and spot director long-term perspective that goes back Cohen comes aboard The Institute to the year 2000. for the Development of Enhanced For the first time, the AAAA survey Perceptual Awareness, the production contains a chart that compares annual house headed by director Michael Bay Non-Agency Of findings over the past seven years. and exec producer Scott Gardenhour. And Perry, who is executive VP/head Cohen will be available for both theat- of broadcast production at Saatchi & rical motion pictures and commercials Saatchi New York, thinks that looking via The Institute. at average annual costs during that See page 4 The Year full time frame casts a different light Dave Damman Pays Visit on the statistics. For example, according to the lat- To SHOOT’s Chat Room Goodby, Silverstein & Partners Scores est AAAA report, the average cost of Group creative director returns to producing a national 30-second com- Fallon Minneapolis after exiting in On Both Traditional & Interactive Fronts mercial in ‘07—without agency com- 2005 for WestWayne, Atlanta, and lat- mission or any other form of agency er partnering in his own ad shop with markup—increased eight percent as fellow Fallon alumnus Bobby Pearce. compared to ‘06. Damman discusses what drew him Extrapolating from a data base of back to Fallon, his first tour of duty at 799 national :30s as reported by 19 the agency, lessons learned from his participating ad agencies, the AAAA entrepreneurial venture, and his take study found that the average cost of on the new media landscape. a :30 before agency commission was See page 10 $361,000 in ‘07. That’s an increase L to r: GSP partners Rich Silverstein, Steve Simpson, Jamie Barrett & Jeff Goodby. See story, page 16. from $335,000 in ‘06. However, while an eight percent Marketer of the Year: Continued on page 8 Barack Obama President-Elect brings political Newman Tops Ford Mustang/Filmaka Competition campaigning into the 21st century. See page 23 By Robert Goldrich tang enthusiasts or original ideas. a time and have gone on to generate a model was being unveiled. LOS ANGELES—Director Jonathan As earlier reported (SHOOT, 10/10), viral buzz for Mustang. As it turned out, Father’s Day also Newman of Serendipity Films, Lon- excerpts of the first finalist short, As the competition’s grand prize helped Newman earn an unexpected don, has won the “Mustang Stories” Numskull, appeared in a promo that winner, Newman earned the chance bonus. Based on his work via Filma- short film competition on the strength debuted during the premiere episode to direct a second film spotlighting the ka—Father’s Day as well as Sex with of his entry, Father’s Day. Online of the Knight Rider primetime series iconic Mustang specifically for JWT the Finkels, a short which finished global creative community Filmaka on NBC. The promo drove traffic to Team Detroit and Ford. As SHOOT second in the FX network-branded teamed with Ford and its agency JWT the website www.the2010mustang. went to press, all 10 finalist films were entertainment competition—Newman Team Detroit to establish the contest, com so viewers could see the entire being screened at the Los Angeles was signed by talent agency ICM for soliciting shorts which reflected either short. Nine other finalist shorts were International Auto Show where the U.S. representation. personal true stories of devoted Mus- subsequently posted on the site one at highly anticipated 2010 Ford Mustang Continued on page 5 Congratulations Goodby, Silverstein & Partners on being named Ad Agency of the Year by SHOOT Magazine From all your friends at the following companies: © 2008 Optimus. Perspectives spot.com.mentary By Robert Goldrich THE LEADING PUBLICATION FOR COMMERCIAL, INTERACTIVE, & BRANDED CONTENT PRODUCTION Post-mortem Tribute December 5, 2008 Volume 49 • Number 21 The Hollywood mission of the HPA,” said Leon Silver- in Hawaii; and Barbara J. Stanton, ex- the demise of the ITS created a void www.SHOOTonline.com Post Alliance (HPA) man, HPA president. ecutive director of the Entrepreneur that needed to be filled. But that was EDITORIAL has announced the The scholarship program is open to Education Center Inc. in Watts, Calif. only part of his motivation. He felt the Publisher & Editorial Director winners of the 2008 J. Michael Brink- individuals working in the industry in This is the fifth year of the J. Mi- HPA could do even more than ITS to Roberta Griefer 203.227.1699 ext. 13 [email protected] man Scholarship Awards honoring Southern California or students who chael Brinkman Scholarship program. better the industry and foster a much students and industry professionals intend to live and work in the area It’s named after the longtime VP of needed sense of community. Brink- Editor Robert Goldrich committed to excellence and a desire upon leaving school and fulfill specific strategic business development for Pa- man talked about the need for post ar- 323.960.8035 ext. 6681 [email protected] to further their careers in post. application requirements. nasonic Broadcast and Television Sys- tisans and executives to band together, Contributors Four college students were awarded In recognition of teachers’ contri- tems, who died in 2003 at the age of share information, address issues and Christine Champagne scholarships: Jose Ho- Millie Takaki Guanipa of Duke Univer- “Encouraging the development of young people who will help shape ADVERTISING sity, Silvestre Grimaldo of Sales Director, East/Midwest/Canada/Latin America the future of the postproduction industry...is central to [HPA’s} mission.” Robert Alvarado California State University 203.227.1699 ext. 15 [email protected] Long Beach, and Daniel Reams Jr. and butions toward the students’ success, 54. Brinkman was a leading figure in have a collective voice. He envisioned Sales Director, West Coast/International Nicholas Batchelder of California State the HPA awards a stipend to the rec- Hollywood’s broadcast and post com- the HPA as being inclusive of all those Meridith Riley University Northridge. Additionally, ommending instructors of scholarship munities and a founding member of who make their livelihoods in post. 323.960-8035 ext. 6685 [email protected] Ryan Erik Lam, a student at Hawaii winners to be used in support of their the HPA. He spent 16 years with Pana- Brinkman spent his professional Advertising Production Pacific University, and Debrah Lemat- scholarly endeavors. Among the edu- sonic and prior to that was a producer/ life helping others understand tech- Gerald Giannone 203.227.1699 ext. 12 [email protected] tre, founder of Filmanthrophy, will cators recognized this year are Mary director working in documentary and nology in the service of the creative receive registrations to HPA’s 2009 Schaffer, Director of California State educational production. endeavor. His enthusiasm and willing- Classified Technology Retreat. University Northridge’s Cinema and Brinkman was a mainstay member ness to mentor touched many lives. In 203.227.1699 ext. 12 [email protected] “Encouraging the development of TV Arts program; James R. Thomp- of the Society of Motion Picture & his memory the HPA via the scholar- SHOOTonline Directory Listings young people who will help shape the son, faculty director of the Duke Television Engineers and the former ship program bearing Brinkman’s 203.227.1699. ext. 14 [email protected] future of the postproduction industry University program in Los Angeles; International Teleproduction Society name hopes to continue his legacy OFFICES Main Offi ce and the continuing education of those Patricia Gillespie, video production (ITS). He became a founding mem- to the industry and the people who 21 Charles Street #203 already in the industry is central to the teacher at the Kamehameha Schools ber of the HPA because he believed choose to make it their career. Westport, CT 06880 USA 203.227.1699 Fax: 203.227.2787 West 650 N. Bronson Avenue, Suite B140 POV Los Angeles, CA 90004 USA 323.960.8035 Fax: 323.960.8036 By Dan “Ziggy” Zigulich Circulation 203.227.1699 ext 12 [email protected] All The Walls Are Down! Editorial Production Manager/Reprints/Article Rights Michael Morgera Recent years have They’d better. And how exciting for clients need? How can we be smarter? Dan “Ziggy” Zigulich is executive 203.227.1699 ext. 11 [email protected] been an absolute all new dogs. Today, all the walls are What new communication vehicles VP/director of creative production ser- © 2008 DCA Business Media LLC. All rights reserved. No part of this publication may be reproduced, stored in any cat and mouse down, and the first one to figure it all are around the next corner? vices at Draftfcb Chicago. He assumed retrieval system, or transmitted, in any form or by any means, game for advertising agency produc- out, wins.