Best Mid-Sized Agency (21 - 100)

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6th Annual Shorty Industry Awards Finalist

Threshold Interactive: Different From The Ground Up

Produced by:

Threshold Interactive

Date submitted:

Feb. 18, 2014

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Team members: John Montgomery - Chief Innovation Officer, Scott Wiliamson - CFO, Adam Graves - EVP, Client Services

About this entry

A fashion designer and a rocket scientist might seem like an odd pair to create a digital marketing agency but nothing about Threshold Interactive is typical. Los Angeles-based Threshold Interactive is the brainchild/partnership between an award-winning fashion designer and creative artist (John Montgomery) and a card-carrying rocket scientist (Scott Williamson).

Now celebrating its ten-year anniversary, Threshold was created to be different from the ground up. One of the first digital-only agencies, Threshold was the first agency to create a branded channel on YouTube, one of the first to execute media campaigns on Facebook and has been successful in translating online buzz into offline sales (the real metric that brands care about).

Threshold has worked with the Nestle brands, including Hot Pockets and Butterfinger, for nearly a decade, and is responsible for the first crowdsourced feature length horror film (“Butterfinger the 13th”), Nestle Pure Life’s multi-year Hydration Movement, Snoop Dogg’s “Pocket Like It’s Hot” and "You Got What I Eat" viral videos, and even the end of the world ("BARmaggeddon").

The case for why this entry should win a Shorty

At Threshold Interactive, we have created a truly innovative marketing agency with advertising and creative content capabilities in equal standing to our technology and software development skills. Threshold Interactive implements and executes campaigns that leverage the latest, and sometimes untapped, digital and social media platforms.

Our Project Management Institute-style methodology is unique among the industry and it gives us a competitive advantage. We are driving towards a quantitative approach to managing projects that we think will become the industry standard in digital advertising.

While our focus is on delivering results for our clients, we also want to make digital fun. The past year, we launched our Threshold Labs projects, which included the recent Hash Snag app, dedicated to freeing the digital world from useless and unnecessary hashtags. We've also taken advantage of Herbie Hot Pockets, putting him to work in a Harlem Shake video. We take our cues from our leadership, who instill a culture without walls and with lots of dogs.

In the past year, Threshold was named by Advertising Age as the Best Small Agency of the Year in the West Region and received two PR News awards for Best Viral Video for its Hot Pockets/Snoop Dogg collaborations. Chief Innovation Officer John Montgomery was also named one of Business Insider's "Most Creative People in Advertising." Our executives have also spoken at WOMMA and Digital Hollywood, among other industry events.

And above all, we put Kate Upton and Snoop Dogg together in a Hot Pockets video. C'mon!

Additional Information

https://www.youtube.com/watch?v=F-qlSq2UKrs
http://www.visiblemeasures.com/2013/10/15/six-questions-with-john-montgomery-ceo-of-threshold-interactive/
http://www.businessinsider.com/the-24-most-creative-people-in-advertising-2013-10?op=1
http://blog.thresholdinteractive.com/industry-trends/harlem-shake/
https://www.youtube.com/watch?v=_KGDyB_yPmw
https://www.youtube.com/watch?v=a6q79eD-ABM
https://www.youtube.com/watch?v=eTvEJ2FeUqw&list=UUrSNicc71VhiGUUWCL52PQA&feature=c4-overview
http://adage.com/article/small-agency-awards/small-agency-awards-2013-threshold-interactive/243370/
http://digiday.com/agencies/hashtag-abuse-app/
http://www.mediabistro.com/agencyspy/threshold-interactive-seeks-to-stop-excessive-hashtags-with-new-app_b60046

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