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Evaluation: The all-new Adweek positive aspects information and knowledge for advertising and marketing, media and advertisements execs that you just can’t locate wherever else. each one factor contains profiles and interviews with best newsmakers, reviews of sizzling advert campaigns, the newest traits in print, electronic and advertisements and lots more and plenty more.

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Last fall, Gatorade hired Zero Code to create computer-generated imagery and a 360-degree video for a sponsored experience that enabled baseball fans to feel what it’s like to step into the shoes of Washington Nationals star Bryce Harper. “What’s been great working with Dario in particular is he has expertise, obviously, when it comes to the technology and the capacities of technology,” says Kenny Mitchell, Gatorade’s senior director of consumer engagement. ” Those who already have worked with Raciti say he is careful to only pursue VR projects that make sense for a brand’s goals—rather than pushing VR for technology’s sake.

And high-quality, brand-backed narrative content? There was none. So he came up with the concept for The Message, an eight-episode science fiction-tinged weekly drama that followed a cryptographer trying to decode secrets from outer space. The heroine relied on GE technology to decipher the alien communications, which unleashed a deadly virus. The Message, which has drawn comparisons to The War of the Worlds, snagged 3 million downloads in late fall 2015, shooting to iTunes’ top spot and connecting GE with affluent, digital-native millennials in an entirely unexpected way.

She’s spent the week meeting with Bay Area executives at hushhush startups, as well as tech giants like Google and Facebook. Now, she’s catching a flight to LAX in SoCal to huddle with Carat’s team on Adidas, about how to soup up the agency’s approach to working with the sportswear brand. Perpetual movement, it seems, is part of her remit. Based in New York, the evp, head of strategy and innovation spends a lot of time bouncing around the United States. As the leader of the cutting-edge, creative-and-tech-infused Catalyst group, her responsibilities are national, covering all of the Dentsu Aegis shop’s domestic client roster— MasterCard, Beiersdorf and more.

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Adweek (9 May 2016)


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