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Last Modified: 7/9/2014

Berlin Cameron United

AGENCY CONTACT INFORMATION
Berlin Cameron United	Phone (212) 824-2000
100 Avenue of the Americas	URL www.bc-p.com
New York, NY 10013-1689	Contact Jennifer DaSilva
	E-mail DaSilva@bc-p.com

AGENCY OWNERSHIP

Holding Company

AGENCY DESCRIPTION

At Berlin Cameron United, we seek to create “brand culture” not ads. We do this by finding the passionate core of a brand and igniting it with fresh thinking and relevant insight from contemporary culture. Brand culture connects with consumers through patterns of symbols, beliefs, actions and values that speak the language of the brand and act as a magnet to consumers. In today’s fragmented media landscape, creating brand culture is a potent and cost-efficient way to reach one’s target audience because it invites people to engage with the brand in an active way. In short, brand culture creates “conversations” not just impressions.

Our strength is that we believe that “Big Needs Small.” Big problems are best solved with big ideas from a small group of senior thinkers. We have always stayed lean. We don’t believe in going man to man in the boardroom. It’s not effective. When we work with a client, we send in our best, not our many. We think it’s refreshing and productive for clients, it makes things more exciting for the people who work here. It has created a culture of empowerment which we have successfully applied to clients.

Offices

GLOBAL SERVICE REGIONS

Central America

Eastern Europe

South America

Western Europe

Discretionary Comments:

Berlin Cameron is a part of a “micro network”, known simply as United. Each agency in United is strategically and creatively centered, entrepreneurial and one of the best in class in their local markets. United is owned by WPP.

U.S. OFFICES

Berlin Cameron United

100 Avenue of the Americas, 2nd Floor

New York, NY 10013

Phone: (212) 824-2000

Staff

TOTAL NUMBER OF EMPLOYEES
Office Employees	51-100
Total US	51-100

BIOS

Ewen Cameron, CEO

Ewen graduated from the University of Glasgow in 1985 with a master’s degree in philosophy. Unable to find employment as an apprentice philosopher, and after short stints in the music and fashion industries, he found his way into advertising at the British birthplace of account planning, BMP. After six years at BMP, where he became, at 27, the youngest member of the board of directors, Ewen moved to sister agency DDB in New York to work with Andy Berlin. Andy and Ewen went on to co-found Berlin Cameron in 1997.

Ewen’s passion lies in solving problems for clients through the seamless combination of smart strategy and breakthrough creative. Over the past decade, Ewen has been the architect behind making Coke Classic relevant to teens again with the well-known “Real” campaign; renewing Reebok’s appeal to women through the “Defy Convention” platform; launching a new “luxury light” segment in the cluttered beer category for Heineken Premium Light; turning Samsung from an electronics manufacturer into a world-class consumer brand; and launching a modern icon in the beverage category, vitaminwater (now part of Coca-Cola).

Ewen is also the global CEO and CCO for UNITED, the WPP micro-network of creative agencies with key offices in Europe and the United States and alliances in China, India, and Latin America.

Svenja Timme-Bastian, Creative Director

Svenja is an internationally recognized creative director.

Her career started in at McCann Erickson, Hamburg, Germany working on global campaigns for Coca-Cola, DuDarfst butter and other Germanbrands. She then moved to the iconic creative boutique Springer & Jacoby which is credited with inventing modern German advertising. Soon thereafter, she moved to start-up agency Jung von Matt, which has become the most successful, award winning agency in Europe. While there, she worked on Mercedes-Benz, Sixt rental cars and countless new business pitches.

Looking for a wider perspective, she moved to NYC and started working at Lowe Worldwide as a creative director for important worldwide clients such as Johnson & Johnson. Her US experience has included major branding assignments in just about every possible category including distilled spirits such as Bacardi and luxury goods such as Montblanc to telecom, food, computers, automobiles as well as many others.

Svenja is such a foodie and for the benefit of Berlin Cameron that she is about to open her own restaurant just up the street from our offices called ‘The King’.

Lynn Fischer, Director of Digital

Lynn Fischer, Director of Digital for Berlin Cameron, is responsible for developing and implementing digital strategy at the agency. She has worked at the forefront of digital technology and entertainment for most of her career; her areas of expertise range from digital production to campaign development across digital platforms.

Lynn is a champion of innovative methods and emerging technologies to improve communication and enable meaningful connections and conversations around brands. Prior to joining Berlin Cameron, Lynn served as SVP, Strategic Partnerships at Last.fm a division of CBS Interactive where she strengthened and grew the integrated, multi-platform capabilities of the global social network -- increasing conversion, brand awareness and site engagement through partnerships.

Lynn was previously a consultant for Sorted, Inc. working with top agencies and brands to deliver digital strategy and roadmaps for execution. She also held the position of Director of Fortune Small Business Online at AOL Time Warner. She was responsible for setting strategy for small business content development and integration across Netscape, Time Inc and AOL as well as developing integrated programs across print, web and mobile.

Lynn is also a sought after corporate speaker and instructor, she has been on faculty at School of Visual Arts in the Computer Art Department and lead instructor at Apple's Market Center.

Libby Groettum, Planning Director

A born culture lover, Libby Groettum's obsession with art, music, and technology began as soon as she discovered how to make killer mix tapes using the pause/play buttons.

Libby's love blossomed during her undergraduate career at NYU, where she studied international politics/culture. After graduating, she briefly worked at BBDO, but soon joined the team at Razorfish, lured by all the possibilities of the emerging digital space. Libby spent most of her tenure at the agency helping to pioneer the first account-planning practice within Razorfish NY. Libby’s work at Razorfish included accounts such as TED, the Siebel Foundation, Condé Nast, Victoria’s Secret, TIAA-CREF, Verizon, and Ralph Lauren.

Libby is not shy about her love for the teen audience. When she began doing volunteer work for Big Brothers Big Sisters, she remembered how amazing, creative, and impressionable teens are, and made it her mission to work on teen projects whenever possible. She worked extensively on a creative strategy and research project for the Siebel Foundation’s anti-meth campaign. Communicating with teens, she discovered, is all about relevantly connecting your story to teens’ own stories, while giving them opportunities to participate and be heard.

Following the anti-meth campaign, Libby worked on teen and college student projects for Victoria’s Secret PINK, TIAA-CREF, and ING DIRECT. Libby also worked on 2009 TED Prize Winner Sylvia Earle’s mission to save the oceans (Mission Blue).

Leading account planning at BCU, Libby now considers her obsession with culture a true lifestyle. Her passion lies in identifying emerging cultural energies, tensions, and truths that clients can leverage to revitalize their brands.

Outside of work, you’ll find Libby attending art shows, music gigs, documenting trends, and, most important, seeking out the best jerk chicken in Brooklyn.

Jennifer Blakeslee-Dasilva, Managing Partner

After graduating from Boston College, Jennifer began her account management career in the WPP family at J. Walter Thompson on packaged goods for Warner-Lambert, where she entered as an intern and left as an executive three short years later. She then ventured to M&C Saatchi, where she worked on the global British Airways account.

Jennifer started at Berlin Cameron in 2003. In her eight years here, she has run key agency accounts like Coca-Cola, Heineken Premium Light, and vitaminwater, and has most recently led the Wyndham Worldwide and Hennessy accounts. She has also put great effort into our recent acquisition ING DIRECT, which just launched MONEY, a new bank account and debit card for teens. MONEY is a product that is designed to teach teenagers the value of saving, and how to manage their own money on their own terms. In addition, Jennifer is currently in the process of working with BCU nonprofit client the Conference Board, in conjunction with the U.S. Army and the social sector, on an initiative to improve the national education system.

Jennifer has been instrumental to the agency’s pitch team and has helped lead BCU to victory on assignments for AstraZeneca, Heineken, and Wyndham. She has also led team pitches with other WPP agencies such as Team Detroit to help secure projects for Ford and Lincoln.

Dani Simpson, Managing Partner

Dani Simpson joined the Berlin Cameron team after building a successful advertising career in her hometown of Sydney, Australia. She has worked for highly awarded, world class agencies such as TMP Worldwide and Saatchi & Saatchi, where she shaped brand strategy and devised marketing solutions for accounts ranging from Foxtel Satellite & Cable to Macro Wholefoods & fashion retailer David Jones. Dani was also responsible for heading up the rebranding of SBS, Australia’s multicultural television, radio and online network.

In 2008, Dani decided to take on the states, moving to New York and becoming the Senior Account Director for Berlin Cameron. She manages the Comcast and Movies On Demand businesses and is currently overseeing the launch of a new brand of Vodka.

Dane Johnson, Director of Broadcast Production

Born in Los Angeles, California. Raised in Texas and California, Dane got an MFA from Southern Methodist University. He started his advertising career at Tracy-Locke Advertising - at the time a small creative hot shop in Texas. Moved to New York in 1979 to join Scali, McCabe & Sloves. After many enjoyable years with them, was finally wooed to Saatchi & Saatchi in 1990 to try same theory on a big agency with some very talented people. After freelancing for a number of years, he started a working relationship with Berlin Cameron & Partners in 1998 which culminated with Dane joining the agency as a partner in May of 2000. Since then, he opened an editorial company in the agency, Day for Night, to further strengthen their creative work.

Clients & Brands

Agency Clients And Brands

Client Name:

Comcast Business Class and Residential

Start Date:

12/1/2007

Brand(s)/Services Provided:

Business Class

Creative Production-AOR
Direct Marketing/CRM-AOR
Other-AOR
Sales Promotion-AOR
Strategy/Planning-AOR

Client Name:

Ford Motor Company - Ford, Lincoln and Mazda

Start Date:

9/1/2007

Brand(s)/Services Provided:

Edge	Creative Production-Project
Escape	Creative Production-Project
Focus	Creative Production-Project
Fusion	Creative Production-Project

Client Name:	William Grant & Sons, Stolichnaya Vodkas
Start Date:	6/1/2011

Client Name:	The Conference Board
Start Date:	10/1/2010

Client Name:	Amazon.com Inc.
Start Date:	8/1/2009

Client Name:	Colgate-Palmolive Speed Stick
Start Date:	6/1/2011

Client Name:

Wyndham Worldwide

Start Date:

1/1/2008

Brand(s)/Services Provided:

Howard Johnson	Creative Production-AOR Other-AOR Sales Promotion-AOR Strategy/Planning-AOR
Super 8	Creative Production-AOR Other-AOR Strategy/Planning-AOR
Travelodge	Creative Production-AOR Digital/Interactive-AOR Other-AOR Sales Promotion-AOR Strategy/Planning-AOR

Client Name:	ING DIRECT
Start Date:	4/1/2011

Client Name:	Real Hip Hop Network
Start Date:	12/1/2011

Client Name:	AstraZeneca Vimovo
Start Date:	1/1/2009

Billings & Revenue

BILLING/ REVENUE RANGES
	Number of Clients
Billing between $1.1 - $3 Million and/or Agency Revenue between $201 - $600 Thousand	5
Billing between $5.1 - $10 Million and/or Agency Revenue between $1.1 Million- $2 Million	4
Billing between $10.1 - $25 Million and/or Agency Revenue between $2.1 Million - $5 Million	1

MEDIA

Allocation percent of media placed by this office
National Broadcast	7%
Local Broadcast	15%
Print	24%
Out of Home	14%
Digital (Internet, Mobile, SEM, Viral)	30%
All Other	10%

Specialized Services

SERVICE OFFERINGS
Revenue	Specialty	Description
30%	Advertising - General Market/ Traditional	Enter optional description

5%	Brand Consulting	Enter optional description

5%	Business-to-Business	Enter optional description

5%	Design	Enter optional description

10%	Digital/Interactive \| Blogging Discussion forums, community building	Enter optional description

5%	Digital/Interactive \| Mobile and Wireless	Enter optional description

5%	Digital/Interactive \| Search Engine Marketing	Enter optional description

20%	Digital/Interactive \| Website development, hosting, monitoring	Enter optional description

5%	Direct Marketing	Enter optional description

5%	Health Care	Enter optional description

5%	Industrial Advertising	Enter optional description

Industry Experience

INDUSTRIES

Apparel & Fashion | apparel

Apparel & Fashion | footwear

Automotive | vehicles

Business Services & office products

Consumer Services

Cosmetics, perfumes & toiletries

Education

Financial services | banking

Financial services | insurance

Food & Beverage | alcoholic beverages

Food & Beverage | pet food

Food & Beverage | soft drinks

Government | economic development

Healthcare | direct to consumer (DTC)

Healthcare | pharmaceutical

Home Products | home improvements (Hardware, paint, plumbing, gardening)

Luxury & Imported products

Non-profit, associations & public services

Technology | consumer electronics

Technology | electronics

Telecommunications

Travel | hotels & resorts