BLT Communications Launches New Advertising Division

BLT Communications announced today the launch of BLT+ (read BLT Plus), a new advertising division focused on marketing consumer goods and services. The announcement was made by Clive Baillie, Rick Lynch and Dawn Baillie, founding partners of BLT Communications, a leading entertainment marketing company in Hollywood, with a 20-year track record in creating high-profile campaigns for top movie releases and television programs.

“BLT+ leverages our formidable Hollywood expertise to focus on entertainment based solutions for consumer packaged goods, gaming, electronics, retail, QSR, spirits, and other product categories,” said the partners. “We can now offer all brands, as well as our existing clients, a full menu of marketing options. This is a big step forward in the the evolution of our company.”

The new unit merges BLT’s Marketing and its Digital, Social and Mobile divisions formerly led by Richard Sankey and Julianne LaMarche, respectively. Mr. Sankey and Ms. LaMarche now share co-President titles at BLT+. The new division totals over 60 employees, including agency creative teams, technologists, brand strategists, designers, social, and event specialists.

“Traditional agencies struggle with the always-on, multi channel world we now live in,” says Mr. Sankey. “BLT+ is a reaction to that; it brings the best in class digital, social and mobile practices and marries these to a strong marketing discipline, experienced at launching 360 marketing programs for theatrical, cable and network clients. BLT+ has the resources of traditional and social agencies but with the speed to market that clients now demand.”

“BLT+ approaches campaigns like an event,” said Ms. LaMarche. “Launching a brand should be like opening a movie, we need to start the conversation early, across all channels and sustain through all phases of the campaign.”

BLT+ creates digital experiences, branded entertainment, broadcast, print, event and social campaigns working in all mediums. The new division is currently working on a global campaign for Dolby Laboratories, and recent project work for Marvel, Amazon, EA, Netflix, HBO, Activision, and a breaking national campaign for Zynga’s FarmVille 2: Country Escape.