Digital creative agency Social Control officially opens its Hollywood studio today, following three months of development with private investors. The company was born of President/CEO Seth Silver's vision of a "new kind of digital agency".
Recognizing that the most accessible, versatile, and responsive consumer-facing distribution channels are digital, the company has positioned itself by partnering with advertising agencies and marketing departments to create digital campaigns for the world's most visible brands. "In today's consumer economy, brand relationships are created via digital platforms," Silver notes. "The influence of media formats has reversed. From now on, digital drives traditional; it's not changing back."
Social Control practices a unique digital marketing methodology. The agency analyzes social behavior with respect to brands and the lifestyles behind them. Using what they call the "inside out approach", the team devises strategies that shape behavioral patterns and leverage existing ones for the benefit of their clients.
"The old model of developing brands and projecting them onto society is shortsighted. It leaves them on the surface; eventually, they will fade," says Silver. "By formulating strategies that are based upon cross-cultural social analysis-specifically, the ways people communicate and interact day-to-day-we're creating long term brand equity."
The dynamic agency is poised to make good on this claim with a staff of creative experts collaborating across the globe. These individuals have distinct professional specialties and widely varying cultural backgrounds, but are united under the company's deep-rooted philosophy.
The staff is particularly enthusiastic about the new "experience lab", a team dedicated explicitly to R&D, experimental projects, and expanding the breadth of digital communication. The lab will be releasing a 60 second animated film late October.