CASE STUDY:
THE TIMES
wearethetimes.com / @weare.thetimes
ABOUT THE AGENCY
Everything’s changed; while old agencies try to retrofit a clunky and costly way of doing things, we simply built a better way to serve brands. Because brands deserve better. A better way of working. A broader interpretation of what advertising can be. A faster way to market. Our philosophy is simple: relevance drives revenue. So we put brands at the center of the cultural conversation, in whatever form that takes. Every brand deserves to move with The Times.
EFFORTS
Ahead of the official launch of The Times, SIX4 Creative was retained to handle public relations efforts and copywriting, with a focus on national outreach for the new agency. Working closely with founder, ad industry veteran Jason Peterson, and partner, Greg Weinstein, we drafted brand messaging, developed outreach assets, and led all press correspondence and pitching. To maximize the announcement, we began by approaching a national media outlet to exclusively share news of the agency’s launch. In addition to media relations, we assisted in copywriting for the original website, drafting and editing on-brand messaging for digital use.
RESULTS
As a result of our efforts, SIX4 Creative quickly secured an exclusive with Campaign (“Jason Peterson launches creative agency The Times”), a global business magazine covering advertising, media, marketing and commercial creativity. The launch of The Times was also covered in relevant local and national media outlets, including Chicago Business Journal (“Jason Peterson, an advertising firebrand, opens own ad shop”), Ad Age (“Tuesday Wake-Up Call”), and a profile via MediaPost (“Peterson: Times Have Changed, Adland Needs To Catch Up”). By securing a national exclusive and local placements, we were able to maximize the announcement, creating urgency that garnered additional opportunities for coverage.
HIGHLIGHTS
Campaign Magazine: “Jason Peterson launches creative agency The Times”
MediaPost: “Peterson: Times Have Changed, Adland Needs To Catch Up”
Chicago Egotist: “Jason Peterson Launches The Times”
Ad Age: “Agency Brief: New-Biz Bonanza and Mistress No More“
Chicago Business Journal: “Jason Peterson, an advertising firebrand, opens own ad shop”
Reel Chicago: “Jason Peterson hangs new shingle”
Ad Age: “Tuesday Wake-Up Call”
The Drum: “Business on the move including Arla, Barclays, Comic Relief, Superdrug and more”
AdWeek: “Copywriter Talks About His Vanilla Ice-Inspired Video Application to DDB Chicago”
