Alan Sartirana, the co-founder of the Filter Creative Group, which announced it would be shutting its doors this summer, recently announced he'd be launching a new full-service global creative agency. Anthemic will specialise in “Strategy, campaign development, content creation, talent acquisition, turnkey project management, event production and public relations,” and will be headquartered in LA with a staff of 20 marketers, producers, artists and editors. Whilst Filter was a company that focused primarily on the marketing of music, Anthemic will cover a wider range of clients covering a wide range of lifestyle disciplines. The agency already has some commendable blue chip clients on board too, including Toyota, Saatchi & Saatchi LA, Guitar Center, Burton, DirecTV and Whole Foods.
Whilst Filter was a company that focused primarily on the marketing of music, Anthemic will cover a wider range of clients covering a wide range of lifestyle disciplines
Sartirana believes that “Anthemic is a natural progression and growth from what had been accomplished” with Filter. He said he has “Always been passionate about brand and culture marketing,” and believes “Anthemic is a vehicle through which to expand into other areas Filter didn’t cover, like broader scopes of culture and lifestyle, including sports, travel, technology, food and hospitality areas among others.” He adds that “Anthemic is heavily focused on emerging and innovative opportunities,” that will allow them to “Deliver brand experiences that haven't been seen before and capture the attention of consumers in a unique way.” He says they are also in serious discussions with various potential partners on how to deliver content in “Dynamic, engaging ways,” whilst also developing partnerships “With talent that is eager to participate in new and unique brand and marketing campaigns.”
Metallica's James Hetfield at Guitar Center
One already satisfied customer is Guitar Center VP of brand experience and entertainment marketing, Dustin Hinz. He said that Sartirana and his team have taken Guitar Center's marketing activations and content generation “To the next level.” He highlights the recent successful campaign with Metallica's James Hetfield (above) as an example, and says the team “Continues to deliver measurable results” that are surpassing their expectations. Later this year, the publishing and editorial team behind Filter Magazine will also be launching a new online destination providing content from the world's of music, television, film, art, travel, news, media and more.
“Anthemic is heavily focused on emerging and innovative opportunities,” that will allow them to “Deliver brand experiences that haven't been seen before.” Alan Sartirana
As you would expect given his background, Sartirana uses music as a way of illustrating what Anthemic is trying to accomplish. He says that “When you see Radiohead at a stadium show performing 'Karma Police' with the entire crowd singing along and your hair stands up on the back of your neck, that’s a moment that’s very difficult, if not impossible, to replicate; but you remember it forever.” This is an example of the standard he wants Anthemic to hold themselves to “When working with a partner on a marketing campaign.” He says that Anthemic is not about creating “Ordinary brand experiences,” but about creating “Extraordinary ones that shift consumer perception and, at the same time, help influence the way people engage in culture.”
Official Anthemic Agency Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK.
