Rob Donnell, previously executive director of J. Walter Thompson's Amplify division that had represented Ford Motor Co. in Hollywood, announced the opening of his own branded entertainment company Brand Arc, with Toyota signed on as its flagship client. Based in Santa Monica, the company will specialize in strategically focused brand entertainment initiatives from concept through final execution that are designed to complement and enhance a brand's overall communications plans.
"We don't want to reinvent the brand in the name of entertainment -- there is often a lot of great work and thinking that speaks to the essence of a brand," Donnell said.
"It's our job to take all that thinking and translate it into brand entertainment plans and opportunities." Donnell has appointed two staffers with backgrounds in production, entertainment and advertising to service Toyota and future clients.
(Gail Schiller)
