Grass-roots marketing agency ElectricArtists Inc. has struck a deal with British advertising and public relations agency Cake Media Group to form ElectricCake.
Equally owned by both firms, the London-based venture will offer Pan-European online strategy and marketing services to U.S. and European clients. The focus will be on record labels, gaming and movie clients.
The move coincides with an expansion by ElectricArtists in the Japanese market through a partnership called ElectricArtists Japan. ElectricArtists has tied up with executives formerly at ad agency Dentsu and Sony Consumer Electronics.
“It was really addressing this change in how media entertainment brands are being rolled out,” said Marc Schiller, CEO of ElectricArtists, New York.
“You really don't anymore have a six-month difference when a film rolls out in the U.S. or Europe,” Schiller said. “The same is with a record, the same is with a brand. It's all been collapsed. We wanted to be ahead of our competitors. We did it to address our clients' needs.”
The agency targets groups that are driving opinions on the Web. It also offers services like online sampling, content excerpts, music and spoofs of commercials to create an online buzz for the brand.
ElectricCake has signed Nintendo to help with the launch of its Gamecube product in Britain, Belgium and the Netherlands. Three record companies have signed on as well, for supporting acts like Warner Music's A and Alanis Morrisette, Virgin Record's Chemical Brothers and Indie label Instant Karma's Kennedy soundtrack.
ElectricArtists boasts clients like Levi Strauss & Co., Citigroup, Mattel, Sony Music and Sony Pictures, and Universal Vivendi, Universal Home Entertainment and Universal Records.