WHATARM stands for Aligned Resource Management.
ARM is an Independent, Outsourced, Integrated Production department with a global reach.
Many years of international production experience across Advertising, Digital, Print, Movies, Video Games, Apps, Television, Social Media, Events and Branded Content has enabled us to create and operate a first-of-its-kind system that ‘Aligns’ all the aspects of a Brand’s Integrated production needs across all media and ensures that they are executed in the most cost efficient, speedy and creative way.
Better, Faster, Cheaper now!
MODERNToday, a world of narrow cast and multiple media platforms mean that cost effective executions of media agnostic, communications ideas are essential to finding and engaging targeted consumers.
However, it has been our experience – as we manage the production and distribution of these large Integrated campaigns – that Traditional agencies just do not understand the executional complexities of the digital world – And, that digital agencies do not understand the needs of the traditional media spaces.
This disconnection generally leads to flurries of last-minute change orders, overages and reduced creative focus – And, unless all of the different medias needs are aligned at the bidding stages it is very difficult to adhere to the approved budget and timeline.
It is this Alignment Process that is reflected both in our name and forms the key to the competitive differentiation of what we do.
DIFFERENTThe whole concept of how we drive alignment thinks differently from the silos of the production norm.
In turn driving real savings by eliminations of duplications and layers of bureaucracy rather than squeezing line items.
In addition to usual management of production we ensure Media Planning and Buying are connected to Creative and Production: Driving accuracy and compliance to the standards and practices of each media platforms – both traditional and new – to eliminate costly misunderstandings, errors and revisions.
ARM draws its inspiration from the techniques currently employed by other high volume production environments such as Web-videos, TV, Gaming and Movie making.
We offer them for the first time in the consumer brand-marketing space.
We offer Business Affairs rather than Business Management. The difference is that Business Affairs proactively mitigates the financial risks on behalf of its client’s brands.
Alignment is woven in right through to the very end of the process whereby production elements are amortized across the different media requirements and later stored in a way that stimulates reuse over re-making.
HOW ARM WORKS1) ARM direct to Client:
This methodology allows an advertiser to centralize all of their production needs irrespective of media – ARM becomes the outsourced production department of record (Implementation AOR) working with all an Advertiser’s or a Brand’s agencies across TV, Print, Digital, Social and all collaborating Marketing services companies to deliver all types of Video, still and digital media production in an fully integrated way.
2) ARM to Client via an AOR, small Agency or Creative Boutique:
This methodology falls into two basic categories:
1) Small agencies or creative boutiques that purposefully have no internal production capabilities.
2) Big agencies who are grappling with project-based compensation models that look to bundle all production fees in a project budget and do not allow production cost within the strategic and creative development stages.
In these scenarios ARM becomes the client’s preferred production supplier seamlessly integrating with whichever agency, across whichever discipline, where ever in the world – to ensure the brand’s work is produced, managed and distributed in the most cost efficient manner.
The positives here include a client being able to choose multiple strategic/creative partners to identify the best consumer communications proposition for the brand without any concerns about a shop’s production capabilities.
PEOPLEJohn Garland – CEO
Garland was most recently the Chief Operating Officer of the New York office of J. Walter Thompson. He joined in 1999 and over the years streamlined their production operations, created JWTwo, introduced Project management and Branded entertainment and generated new revenues of tens of millions of dollars.
He has also had stints running production at Wells Rich Green Advertising and TBWA Chiat-Day.
Before advertising agencies he was internationally-known as a film producer having worked in over 50 different countries with credits ranging from Hollywood movies like “The Professional” for Columbia Pictures directed by Luc Besson, starring Gary Oldman and Natalie Portman, to award winning advertising films like British Airways “Face” with a cast of over 6000 that ran in 180 countries around the world.
John’s career in film started in London but he also spent 10 years in Sydney where he owned and ran Australia’s largest production company before moving to the United States in 1987.
Terry Brogan – Creative Development, Resource Management
Terry has been “in production” for the past twenty years.
He began his career directing theater in the UK, Chicago and NY, and quickly found himself thinking bigger than the boards would allow. Most recently he was Head of Production for the digital agency Noise. Prior to that he worked as Director of Production at JWT/NY, as a commercial line producer with multiple international production companies, and as a feature film production coordinator with Merchant Ivory Films.
Afsaneh Berjis – Business Affairs
Afsaneh Berjis has worked with John Garland for close to 20 years.
Most recently, as the Chief Operating Officer of JWTwo, a division of J. Walter Thompson , NY.
Afsaneh has nearly 20 years of experience in television commercial production, financial planning, financial risk management, as well as production consulting. Afsaneh was an Executive Producer at EUE/Screen Gems. She eventually became their CFO and oversaw all the commercial divisions of the company.
Afsaneh has been a production consultant for such clients as Kraft General Foods, Wyeth, Schering Plough, etc. While at JWTwo, she worked with Reckitt, J& J, Diageo, DTC, etc.
Jeff Schur – Digital and Technology Operations
Jeff Schur was most recently Managing Director, Operations and Technology, JWT New York. (2010). He was responsible for agency operations including Project Management, agency process and workflow, in house production studios and agency technology. His unique prior experience includes Global holding companies and entrepreneurial advertising agencies. Honors include a Fellowship from the Chartered Institute of Marketing (UK) in 2006. One of the pioneers of Integrated Marketing, from 1999-2006, Jeff led Operations for the collaboration of the Omnicom Mercedes-Benz USA team comprising 15 marketing services companies as well as development of high tech systems to facilitate the diversity of people, processes, production and disciplines to provide truly integrated marketing to Clients. He also pioneered the digital world co-founding a digital production company with ARM CEO John Garland, IQ in 1995 which built the first national dealer website for a global automobile company, Mercedes-Benz. In 2006-2007 working with then COO John Garland, he led Integrated Marketing Operations at JWT and in early recognition of Social Media formed the Emerging Media Department.
CREATIVE VALUEBecause we have our roots are in the entertainment industry everything we produce prioritizes the Brand’s need to communicate with its audience: The Consumer.
The quality of the work we produce is measured by the strength of its ability to find, engage and hold an audience. Our work maximizes the media spend and always looks to deliver an improved ROI.
ARM is the future of consumer-centric content making for Brands.
- July 30, 2012
Work continues to flow into ARM. We have completed radio spots for SABRA. Revisions on Sabra TV. Both Print and TV commercials for LG “Stroke of Genius” Check out the recent work page to view campaigns.
- April 1, 2012
ARM continues to work with Strawberry Frog on Sabra. New Clients Ecco Domani Estates and ‘The Georgia Project’ are also in full swing.
- February 6, 2012
ARM is expands its support team with the addition of Texan, Austin Creasey in the Tribeca office. Welcome Austin!
- February 1, 2012
ARM welcomes IntheMo as a Strategic Digital Partner. IntheMo and ARM will be partnering in appropriate new business ventures offering clients their combined executional capabilities.
- January 20, 2012
Cutwater San Francisco joins our roster as a business affairs client.
- January 19, 2012
Paragard ‘s “Fits Your Life” animated commercial premieres on network and cable broadcast for our client Strikeforce.
- January 1, 2012
Happy New Year from the ARM team!
- December 12, 2011
ARM is currently shooting a print project for Sabra with Strawberry Frog.
- December 10, 2011
Courtney Trent joins ARM as a Permalance Executive Producer after working with ARM on a Conoco Phillips jproject for our client CHI & Partners.
- December 1, 2011
Michelle Gordon joins ARM as Director, of Integrated Business Affairs. She joins us from JWT/NY. Welcome Michelle!
- November 15, 2011
ARM officially relocates to their new office in Tribeca.
- November 1, 2011
ARM promotes Venessa Merrin to Director of Operations.
- October 29, 2011
Arm completed production of an Integrated Advertising campaign for ConocoPhillips in October 2011.
The campaign comprised 2 Print ads, 4 X:30 Television, Digital, :15 Pre-Roll and Animated Banners. (see “work”).
Arm also produced the initial animatics for pre-testing which achieved good results in the difficult energy category.
Working through an established UK agency, CHI & Partners which is new to the US market that has no production or business Affairs resources, ARM fulfilled the soup to nuts production role from concept right through to network clearance and material release.
These spots were directed by Jim Sheridan, an Irish film director and six-time Academy Award nominee. Sheridan is perhaps best known for his films My Left Foot, In the Name of the Father, Get Rich or Die Tryin’ and In America. The distinctive Motion graphics created by MK12. (See You Tube “Stranger Than Fiction Opening).
- October 29, 2011
ARM moves to Tribeca.
Hot off the Press, due to rapid growth, ARM will be expanding and moving to 145 Hudson St. as of November 15.
Watch this spot for Holiday Celebratory details.
- July 1, 2011
ARM creates a new division to specialize in the producing of spots for pharmaceutical companies and brands – in association with veteran pharma producer Hugh Herbert Burns. The new division will be known as phARM.
- June 1, 2011
The international spot for Emirates Airlines has been completed and shipped, set to air in Europe this month.
ARM is in the final stages of post-production for Mahindra and will air starting in India mid-July.
ARM is finishing up post-production on Sabra World Dips. The finished spot will air regionally in the United States starting mid-June.
Shooting begins in various locations around the country for Strawberry Frog’s medical client. ARM is filming multiple stories that will feature real patients and doctors with Director Lance Doty from Homestead.
ARM is prepping production for a healthy-living video series that will challenge its Facebook followers in areas of nutrition, fitness, and overall wellness. Project to shoot in New York this month.
- May 1, 2011
ARM produced an extensive testing materials assignment with it’s latest client Strikeforce, for a revolutionary birth control device. The testing materials will spearhead research and planning for a full-up commercial production this summer.
- April 1, 2011
ARM is currently shooting for Sabra World Dips on location in Argentina. The spot is set to air in the United States in June.
ARM is filming on location in India for Mahindra’s latest branding spot.
- March 1, 2011
A branding spot for the Indian conglomerate Mahindra shooting in India with MJZ director Harmony Korine and director of photography Anthony Dod Mantle of Slumdog Millionaire fame.
ARM is prepping production for Sabra World Dips. Project to shoot in Argentina after Easter.
Ryann McMillan joins us as an Assistant Producer. In addition, Ryann will be leading our interactive production development. Welcome Ryann!
- February 1, 2011
ARM is currently in post for the international launch of Strawberry Frog’s campaign for Emirates Airlines. The shoot was held in Dubai and Cape Town in the end of February/beginning of March. It was directed by Lieven Van Baelen of Czar Films. Spots to air in the Summer of 2011.
- January 1, 2011
ARM’s team is expanding with the addition of Venessa Merrin. Venessa will be assisting production management, as well as supporting our new business development. Welcome Venessa!
- December 1, 2010
ARM moved into its new home in Chelsea in early December.
- July 30, 2012