Where The Money Is

Digital advertising veterans P.J. Pereira and Andrew O’Dell caused a stir in the industry earlier this year when they left their senior posts at AKQA. Wednesday, they announced plans to launch a new full-service agency, Pereira & O’Dell.
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The two say their new San Francisco-based agency will offer clients both digital and traditional services, but won’t sell them what they don’t need, implying that both traditional and digital shops do just that.
In an interesting startup twist, the company has secured $30 million in funding — plus, the founders say, the prospect of an additional $70 million — from Brazilian investment fund ABC International. Agencies don’t normally launch with that type of capital backing.
The Wall Street Journal explores this angle:

WSJ: P.J., you have some Brazilian investment connections that you’re tapping to fund the company. Tell me about them.
Mr. Pereira: My first job in advertising was at Nizan Guanaes’s agency DM9. We never stopped talking. He was my first boss in advertising. He was my first partner. Now he is my partner again.

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About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • fortyver

    Yes!!! A purely digital/online ad world is fantasy. Yes, this is a bomb being thrown, but let’s face it, folks like their books, magazines and TV. If we offered them something worth watching, they would not Tivo over them, turn the channel, or grab a snack to avoid spots. Why is it that in the rest of the world ads are entertaining. Not just to the agency that created them, but to the folks who watch them at home? They are funny or heartwarming and manage to sell a product. When they are s**t, people complain and better ads are made. We need traditional as well as online advertising. Killing traditional, because we have failed at it, is a big mistake.