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Posts Tagged ‘Suzanne Molinaro’

Deutsch NY Launches ‘Mob City’ Script on Twitter for TNT ‘Adaptweetion’

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Deutsch NY and TNT are using Mob City‘s Twitter handle, @MobCityTNT, to debut the screenplay of the series’ premiere, 140 characters at a time. This will make Mob City, “the first television screenplay ever to be adapted for, and published through, Twitter.” They’ve dubbed the process “adaptweetion.”

The first tweets of the Mob City screenplay were made on Monday, with new tweets appearing every 45 minutes between 10 AM and 7 PM (and later tonight). They’ve also taken advantage of Twitter Cards to inject photo and video footage into the stream. Those late to the game can also catch up by visiting the microsite for the script, where it is presented in chronological order. This all leads to the debut of Frank Darabont‘s three week television event this tonight at 9. Deutsch NY and TNT will make their last tweet tonight at 8:30, but they’re not giving everything away. To experience the final scene, you’ll have to turn in to TNT tonight at 9 and catch the episode. The cast and crew of the show — including @frankdarabont@miloventimiglia@simonpegg@edward_burns@jonnybernthal – also added their commentary to the feed to keep things interesting.

Tweeting (almost) the entire screenplay of a debut episode is a risky move, but it’s a good way to get people talking about the show before it even airs.“Today, fans are tweeting in real time with their favorite shows, and we wanted to stoke preshow chatter by providing fans with an experience that will invite them in before the show even airs,” explains Kerry Keenan, Deutsch NY’s chief creative officer.

Clearly, TNT is betting that the writing will suck you in and make you want to watch Mob City tonight. Leaving out the final scene is an obvious necessity, as some might wonder why they’d tune in to see a premiere when they know how it ends. I’m curious to see how this plays out, and what kind of effect this social campaign has on Mob City‘s ratings tonight, if any. Head on over to mobscript.com and @MobCityTNT, and let us know your thoughts on this campaign in the comments section. And tune in to TNT tonight at 9 for the show, if you’re interested. Credits after the jump. Read more

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Holiday Season Ushers in Another Xmas Price Index from Deutsch NY, PNC


 

With Thanksgiving over (and  Hanukkah currently underway), the 2013 winter holiday season is upon us, and with it comes Deutsch NY’s annual Christmas Price Index for PNC. In case you don’t know, the Christmas Price Index shows the actual cost of all the gifts mentioned in the ubiquitous (and somewhat annoying) carol, “The Twelve Days of Christmas.”

For the Christmas Price Index’s 30th anniversary this year, Deutsch NY decided to offer up something a little different. Visitors to the PNC Christmas Price Index website will be given the opportunity to digitally build and customize their own versions of the gifts from the carol. The 3-D Gift Maker features twelve toys with customizable accessories, all designed by Invisible Creature. Visitors to the site will be given the opportunity to win “24 3-D custom designed toys over the course of 12 days.” If this sounds exciting to you, you better get started, as the contest only lasts until December 13th.

As for the actual index itself, 2013 shows a 7.7% increase from last year, with the current cost of Christmas listed as $27,393.17. That would be the cost of one verse of the song, but since the song has many repetitions the “True Cost of Christmas” (counting each repetition) comes out to $114,651.18. There’s good news for fans of partridges and/or pear trees, however: the cost of a partridge in a pear tree is now $199.99, down 2.4% from last year. So buy now. It’s not a good year to be in the market for nine ladies dancing however, as the current cost is $7552.84, up a full 20% from last year. That cash in your pocket just doesn’t buy as many pipers piping as it used to. Check out a couple of stills, along with credits,after the jump. Read more

Deutsch L.A. Quickly Finds Richmond’s Replacement

Well, that didn’t take long (though we’re assuming it probably did, technically speaking). Less than a week after we reported that Deutsch L.A. parted ways with director of digital production, Derek Richmond, the agency has quickly found his replacement in Pam Scheideler, who has spent the last 18 months as head of production and operations at Google Creative Lab.

Prior to joining up with GCL, Scheideler, as some of you may recall, served in a similar role for approximately the same amount of time as a director of digital production at JWT New York (she was eventually replaced by Suzanne Molinaro, who subsequently split for Deutsch NY after spending less than a year in the role). During her career, Scheideler also spent three years at CP+B, where she last served as VP/executive integrated producer, working with clients including Coke Zero, Microsoft, Burger King and was part of the team that picked up Titanium Lion in 2010 for the Best Buy “Twelpforce” effort.

Another Year, Another Xmas Price Index from Deutsch NY, PNC

Ah yes, boys and girls, nothing rings in the holidays quite like PNC’s Christmas Price Index, which has become an annual tradition like repeat airings of It’s a Wonderful Life, but is actually aimed at making economics somehow digestible for both kids and adults. I don’t know about you, but just watching Trading Places in our high-school economics class did the trick.

Anyhow, this marks the third CPI that Deutsch New York has created for PNC and in case you didn’t know what it actually is, it’s a 29-year-old annual tradition that shows the current cost of one set of each of the gifts given in the holiday tune, “The Twelve Days of Christmas.” According to the campaign site, yes, the Christmas price tag has once again gone up as PNC’s CPI has risen four percent from last year to $25,431.18 (in fact, the last shift downward was in 2002).

In this year’s installment, the parties involved (along with B-Reel) have created an interactive gaming experience where visitors can find missing gifts across 12 locations from NYC to Paris to even Shirakawa-go, Japan using Google Streetview. Don’t worry, “Twelve Days” purists, characters from the Xmas carol are all included in the mix. Now, off on your animated, street-viewing, globe-trotting adventure you go. Select stills and credits after the jump.

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Molinaro Heading to Deutsch NY

After spending nearly two years at JWT New York, Suzanne Molinaro is moving over to Deutsch. Molinaro (pictured) most recently served as director of digital production at JWT, a post she assumed last fall once Pam Scheideler left for Google Creative Lab. Anyhow, Molinaro will assume the same title at Deutsch NY effective May 7 and oversee production on digital projects across the agency’s accounts including Microsoft, Unilever and PNC Bank. During her career, Molinaro has also worked on the production side at the likes of CP+B, BBH and Big Spaceship.

Along with Molinaro’s hiring, Deutsch NY has also changed eight-year vet Stephanie Lee-Pang‘s title from SVP, director of interactive production to SVP, director of digital operations.