Not Schlotzsky, Schlovsky

Who is Arthur Schlovsky? Is he a potato chip manufacturer? A coal miner? A cowboy with Polish roots?

No, Arthur Schlovsky is an Internet agency in Paris with a made-up name designed to support its creative image, according to Nathalie Alfred, a Mediaedge spokeswoman. Mediaedge is the agency’s parent company.
According to The Wall Street Journal, the biographical film that credits its make-believe founder with inventing merchandising and product placement is a strategic statement about the agency’s content creation capabilities.
“This seems like a long way from what a media company traditionally has done,” says Mediaedge Chief Executive Charles Courtier. But “I don’t think anybody owns content development.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.