Team One (advertising agency)

American advertising agency

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Team One

Company 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

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.

## History

[edit]

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

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Noteworthy Team One advertising campaigns include:

* "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

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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

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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

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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". The New York Times.
3. ^ a b Morrison, Maureen (23 October 2014). "Saatchi, Team One to Open Shop in Texas for Toyota and Lexus". Advertising Age.
4. ^ a b c 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". The 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". The 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. 18 October 2016. Retrieved 7 December 2016.

## External links

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* Official web site