- Cornerstone (agency)
-
cornerstone 
Type Private Industry Marketing Founded 1996 Headquarters New York, New York
Offices: New York, Los Angeles, ChicagoKey people Rob Stone, Founder and co-CEO
Jon Cohen, Co-CEOProducts Strategic Marketing, Creative, Lifestyle marketing, Digital Promotion, Public Relations Employees 90 Website www.cornerstonepromotion.com Cornerstone, also known as Cornerstone Promotion, is a New York-based creative lifestyle marketing and public relations agency with offices in New York City and Hollywood. It is helmed by co-CEOs Rob Stone and Jon Cohen. The company employs approximately 90 professionals worldwide, in addition to a network of field marketing representatives throughout the United States.
Contents
History
In June 1996, Rob Stone left a major record label to create Cornerstone Promotion, the Manhattan-based music promotion firm, working primarily with record labels to promote their artists. After being joined by business partner and co-CEO Jon Cohen in 1997, the firm began to grow into a full-service marketing and creative agency recognized for its integration of hip music names in corporate branding campaigns.[1] The agency's work with clients such as Converse, Microsoft, Nike, Xbox, Mountain Dew and Diageo has given Cornerstone a reputation as a pioneer in the movement of branding and music.[2]
Core Practices
Cornerstone's clients seek out its services to help them reach the age 18-35 demographic with strategic marketing campaigns[1] and for its experience in the music industry. Pepsi-Cola North America's VP of portfolio brands Frank Cooper described the firms capabilities as a rare combination, saying in an interview that they understand the record industry while not being confined by it. They have great creative instincts, strong research, and they understand how to work with large companies. Geoff Cottrill, Converse chief marketing officer, said their understanding of pop culture and youth marketing is really unrivaled in their space.[2]
In addition to strategic lifestyle marketing and creative services, the agency's practice areas include digital marketing, radio promotion, brand consulting, music supervision[1] and Cornerstone Public Relations, a full-service PR firm.[3]
In 2010, Stone and Cohen partnered with longtime collaborator Pharrell Williams to create a new branding agency. The joint venture combines Williams' creative assets with Cornerstone's network of marketing resources in a standalone agency.[2]
Notable Campaigns
Grammy award nominated track “Better Than I’ve Ever Been” was commissioned by sportswear company Nike to celebrate the 25th anniversary of Air Force One shoes. Cornerstone executive produced the song, secured Kanye West, Nas, KRS-One and Rakim to collaborate, and oversaw production with Rick Rubin. The track was nominated for the Grammy Award for "Best Rap Performance by a Duo or Group."
My Drive Thru was a collaborative single by The Strokes lead vocalist Julian Casablancas, American singer-songwriter Santigold, and The Neptunes producer and N.E.R.D member Pharrell Williams. The song was created for Converse's centennial and was released in June 2008.[4]
Green Label Sound produces and promotes tracks for notable young artists including Neon Indian, Chromeo and Freelance Whales. The label is managed by Cornerstone on behalf of soft-drink brand Mountain Dew.[5]
In late 2010, Pepsi's chief engagement officer hired Cornerstone to do the creative on the brand's campaign, Pepsi MAX NFL Audible, due to the firm's history of creating successful urban marketing campaigns. TV spots aired during January 2011 NFL playoff games and online, featuring rappers Big Boi, Lupe Fiasco, B.o.B. and Talib Kweli.[6]
Cornerstone began construction on Rubber Tracks, a free recording studio managed by Cornerstone and operated by Converse in Brooklyn, NY, in 2010. The 5,200-square-foot (480 m2) space will be open for free use to artists in the area.[7]
Awards
- 2010 OMMA Awards - Integrated Online Campaign: Nike Sportswear + FADER Presents Pitch Perfect
- min's Best of the Web Awards 2010 - Marketing Campaign: The Levi's/FADER Fort
- Effie Worldwide 2009 - Fashion & Style: Converse Connectivity
References
- ^ a b c "Fountain of Youth". New York Enterprise Report:. January 3, 2007. http://www.nyreport.com/index.cfm?fuseaction=Feature.showFeature&FeatureID=406.
- ^ a b c Cortney Harding (June 6, 2009). "Brand New Day". Billboard Magazine. http://www.cornerstonepromotion.com/cornerstone_bb.pdf.
- ^ "Daily Dog". Bulldog Reporter. December 23, 2010. http://www.bulldogreporter.com/ME2/Audiences/dirmod.asp?sid=2436B6EB9392483ABB0A373E8B823A24&nm=&type=Publishing&mod=Publications%3A%3AArticle&mid=53D88D74A99849C185183B336A3F3B02&AudID=213D92F8BE0D4A1BB62EB3DF18FCCC68&tier=4&id=CD23A5F066154BB3A3D6380C8B6E8EAA.
- ^ Eleftheria Parpis (2008-07-14). "Converse turns up the noise". Adweek. Nielsen Company. http://www.adweek.com/aw/content_display/creative/features/e3i5dab627a6e5e9f67b9d373d85c06e5cf.
- ^ Elsa Keslassy (November 16, 2009). "Music honchos to hunker down at Midem". Variety. http://www.variety.com/article/VR1118011457.html?cs=1&query=rob+stone.
- ^ Andy Gensler (January 14, 2011). "Watch B.o.B.'s Pepsi Ad for Falcons vs. Packers Game". Billboard. http://www.billboard.com/news/watch-b-o-b-s-pepsi-ad-for-falcons-vs-packers-1004139126.story.
- ^ Ben Sisario (October 6, 2010). "Looking to a Sneaker for a Band’s Big Break". New York Times. http://www.nytimes.com/2010/10/10/arts/music/10brand.html.
External links
Categories:- Advertising agencies of the United States
- Public relations companies of the United States
- Companies based in New York City
Wikimedia Foundation. 2010.
