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Schematic launches Schematic Touch interactive out-of-home (IOH) division


Firm Taps Experiential Marketing Pioneers Eric Mauriello and Josiah Hobson to Lead New Division

New York — Schematic, a WPP company, announced today the launch of Schematic Touch, a new interactive out-of-home (IOH) division created to help brands and venues connect with consumers through interactive experiences in public spaces. Experiential marketing pioneers Eric Mauriello and Josiah Hobson have been tapped to lead the division, joining the firm as senior vice president, Schematic Touch and creative director, Schematic Touch, respectively. The new executives will be responsible for driving growth at the Touch division and guiding clients in implementing effective IOH programs.

The new division’s launch follows Schematic’s June debut of its interactive Touchwall, a massive 12-foot long by five-foot high intelligent, touch-controlled display, which served as the information hub of the 2009 Cannes Lions International Ad Festival. Developed in-house by Schematic with help from Mauriello and Hobson, the Touchwall initiative grew out of the firm’s deep experience in gestural and touch navigation, and desire to illustrate the potential of interactive out-of-home.

“There’s a huge and untapped potential to build brands and delight customers by creating useful and engaging experiences in public spaces,” said Trevor Kaufman CEO of Schematic. “Eric and Josiah are two of the most distinguished names in the category and we are extremely pleased to add them to our team. Their addition allows us to offer our clients access to the best thinking in the industry when it comes to developing and implementing successful interactive out of home programs.”

Mauriello and Hobson move to Schematic from interactive agency Operand where they developed interactive experiences for brands and cultural institutions including, Levi’s, Cisco, Mercedes-Benz, Ralph Lauren as well as New York Historical Society, The National Constitution Center, the Smithsonian and The Franklin Institute. Hitting the ground rolling, Hobson and Mauriellos’ first projects at Schematic Touch will include the launch of a multi-location, intelligent multi-touch kiosk initiative for a major retailer; a redesigned business center experience for a global B2B client; and an immersive interactive experience for one of the country’s most prestigious museums.

“Most agencies are still in the horse and buggy stage when it comes to fully grasping the huge marketing value that can be derived from the creation of fun and engaging interactive experiences,” said Mauriello. “Schematic has shown an impressive understanding of this world of opportunities beyond digital billboards and passive programming, and both Josiah and I look forward to helping grow the firm’s capabilities in this exciting market.”

A pioneering Microsoft Global Agency Partner, Schematic was the first Partner Agency to receive a Surface table in order to train teams on the new technology. They also partnered with Microsoft to launch Silverlight 2 in 2008 for In light of upcoming Microsoft product launches, including Windows 7, Mauriello and Hobson will work closely with teams at Microsoft to leverage their latest technologies for public space experiences.

“Schematic deeply understands the intersection of technology and user-centered design. Over the years they have consistently demonstrated their ability to create innovative solutions that transform the average consumer experience into something truly delightful. Schematic’s unique expertise in brand, design and technology across multiple channels has helped to push the boundaries of how people and companies communicate. We believe that Schematic’s commitment to innovation continues with their new Touch division and is a great step toward expanding the interactive marketing landscape through a variety of public space applications,” said Shauna Sampson Eves, Global Agency Partnership Development Manager at Microsoft. “We greatly look forward to our continued collaboration in this exciting area.”

About Schematic
Schematic, a WPP company, creates powerful, multi-platform interactive experiences for the world’s largest brands. Servicing Fortune 1000 firms including Target, Nokia, Comcast, Turner, Microsoft, NBC, and Dell, Schematic helps companies connect with customers by delivering strategic solutions for the Web, mobile devices, television, interactive-out-of-home environments, and emerging platforms. Recognized by both Advertising Age and AdWeek as one of the industry’s most innovative firms, Schematic is a leader in user-interface design, new technology development, and interactive marketing. Deep expertise across digital channels allows Schematic to advise clients with confidence how to leverage available technologies to support business objectives. In 2008, the firm was also named to Microsoft’s elite Global 20 list of preferred partners.

Schematic is headquartered in New York and Los Angeles with additional U.S. offices in Atlanta, San Francisco, Austin and Minneapolis. The firm also has a growing international presence with offices in London and San Jose, Costa Rica.

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