Team One (advertising agency)

Team One, an advertising agency based in Los Angeles, California, is a division of Saatchi & Saatchi.[1][2] It was founded in 1987 and focuses on luxury products and services.

Team One

Type	Private
Industry	Advertising
Founded	1987
Headquarters	Silicon Beach, Los Angeles, California
Key people	Julie Michael, president
Parent	Saatchi & Saatchi
Website	www.teamone-usa.com

History

Team One has a staff of more than 400, including offices in Chicago, New York, Atlanta, and Washington, D.C.[3][4] Originally based in El Segundo, it moved to Jefferson Boulevard in the Silicon Beach technology, entertainment, and media hub of Los Angeles, in 2014 [4] [5] The relocation of its main offices was described in a Los Angeles Business Journal article as part of the establishment of that street as a west coast analogue of Madison Avenue—home to many of the region's top advertising agencies.[4]

The company's clients include Lexus, HSBC Premier, Häagen Dazs, Indian Motocycle Manufacturing Company[6] and The Ritz Carlton.[3]

As of June 2015, Julie Michael is president of Team One; she has been with the company since 1998.[7]

Notable campaigns

Some Team One advertising campaigns that have earned praise and awards:

• "December to Remember" ads for Lexus, 2014[8]
• ”Six-word wows” for The Ritz-Carlton, 2014[9][10][11]
• "Tori 500" campaign for Lexus, 2014[12][13]
• Lexus RC F ad, 2015[14][15][16][17]
• 1000 video ads for Facebook campaign, 2015[18][19]
• Trailer for 2K Games' Evolve, 2015[20][21]
• Lexus Lane Valet April Fools' Day Promotion, 2016[22][23][24]

Virtual Reality Lab

Team One executives launched an in-house VR Lab in April 2016[25] focusing on experimentation and exploring the best way to tell brand stories through VR.[26][27] The agency also assembled an in-house team of six to focus on AI.[28]

The Legacy Lab

Legacy Lab is a consulting practice launched by Team One in 2012.[29] The Lab has researched brands including The Bluebird Cafe, It Gets Better Project,[30] Girls Who Code,[31] The Ritz-Carlton,[32] The Championships, Wimbledon[33] and Taylor Guitars[34] and publishes many of its findings online.[35]

In 2016, The Legacy Lab received a Jay Chiat Award from the American Association of Advertising Agencies for its redesign work for Me & the Bees.[36]

References

1. Aditham, Krian (23 June 2015). "Julie Michael Promoted to President of Team One". Adweek.
2. Elliott, Stuart (12 May 2014). "Putting on the Ritz six words at a time". New York Times.
3. Morrison, Maureen (23 October 2014). "Saatchi, Team One to Open Shop in Texas for Toyota and Lexus". Advertising Age.
4. Hudson, Subrina (6 January 2014). "Ad Space". Los Angeles Business Journal.
5. Stanley, T.L. (15 November 2015). "How the Steady Stream of Creative Talent Moving From N.Y. to L.A. Became a Flood". AdWeek.
6. Birkner, Christine (14 April 2016). "Indian Motorcycle Is Competing With Harley-Davidson by Giving Away Art". Adweek.
7. "Lexus agency strives for more personal touch". Automotive News. 21 September 2015.
8. Nudd, Tim (21 November 2014). "Ad of the Day: Lexus Sprinkles Magic Dust on This Year's 'December to Remember': Ads Grown-ups are kids again in Team One's new spots". AdWeek.
9. Elliot, Stuart (12 May 2014). "Putting on the Ritz, Six Words at a Time". New York Times.
10. Chan, Jennifer (14 May 2014). "Ritz-Carlton's six-word poem challenge". Marketing Interactive.
11. Faw, Larissa (15 May 2014). "Ritz-Carlton updates Hemingway challenge for new campaign". Media Post.
12. "Lexus and Sports Illustrated present the 'Tori 500'". Ads of the World.
13. "Lexus/Sports Illustrated: The Tori 500". Creativity Online. 14 November 2012.
14. Goldrich, Robert (31 January 2015). "Tim Damon Directs Lexus "Illusion" For Super Bowl, Team One". Shoot Online.
15. "Team One Spins Out Impressive Mini-sized Stunts for Lexus' Super Bowl Ad". Little Black Book.
16. "Stunt-Driving Toy Lexus Drifts Its Way Into the Super Bowl". Ad Age. 1 February 2015.
17. Greenberg, Karl (29 January 2015). "Ritz-Carlton updates Hemingway challenge for new campaign". Media Post.
18. Marshall, Jack (29 January 2015). "Lexus creates 1,000 video ads for Facebook campaign". Wall Street Journal.
19. Bond Jr., Vince (23 July 2015). "Automakers should deploy mobile ads earlier in the purchase cycle, Facebook study finds". Automotive News.
20. Oster., Erik (4 February 2015). "Team One reveals live action trailer for 2K's Evolve". Adweek.
21. "Team One & 2K launch cinematic 'Evolve' trailer". Little Black Book.
22. Richards, Katie (9 January 2017). "Lexus Is Returning to the Super Bowl This Year With an Ad Narrated by Minnie Driver". Adweek.
23. Vranica, Suzanne (23 January 2017). "Toyota to Use Super Bowl to Drive Cool Factor of Lexus Brand". The Wall Street Journal.
24. Walsh, S.M. (5 February 2017). "Watch: Lexus Super Bowl Commercial Ad 2017 With Sia Video [Full Video]". Heavy.
25. Stanley, T.L. (18 April 2016). "West Coast Ad Agencies Are Building On-Site Labs to Experiment With Virtual Reality". Adweek.
26. Green, Alastair (3 November 2016). "No Fad: Virtual Reality Has Reached a Tipping Point". Ad Age.
27. Staff, Shoot (19 August 2016). "Ad Agency Mid-year Survey: VR, In-House Production, Brands As Publishers". Shoot Online.
28. Chen, Yuyu (9 November 2016). "Ad agencies are rushing out artificial intelligence services". Digiday.
29. O’Brien, Kyle (23 November 2016). "The Legacy Lab Honors launches to honor brand leaders". The Drum.
30. Miller, Mark (28 February 2017). "Building Brand Legacy In The Age Of Now: It Gets Better". Fast Company.
31. Miller, Mark (15 March 2017). "Building Brand Legacy In The Age Of Now: Girls Who Code". Fast Company.
32. Miller, Mark (30 January 2017). "Building Brand Legacy For The Age Of Now: The Ritz-Carlton". Fast Company.
33. Miller, Mark (23 March 2017). "Building Brand Legacy In The Age Of Now: The Championships, Wimbledon". Fast Company.
34. Miller, Mark (8 February 2017). "Building Brand Legacy For The Age Of Now: Taylor Guitars". Fast Company.
35. "Insights". The Legacy Lab. Team One. 1 December 2016. Retrieved 1 December 2016.
36. "THE 2016 JAY CHIAT WINNERS". American Association of Advertising Agencies. American Association of Advertising Agencies. 18 October 2016. Retrieved 7 December 2016.

External links

• Official web site