Modernista! Lands MTV Net

Earlier Indications That Crispin Won Assignment Prove False
BOSTON–Chalk up another win for Modernista! The Boston shop which a month ago landed ad duties for the Travel Channel last week won a creative branding assignment for MTV Networks.
Modernista! competed against MTV’s inhouse creative unit, DiNoto Lee in New York and Crispin Porter & Bogusky in Miami to win the creative-only assignment.
At one point, sources told Adweek that Crispin was at work on the corporate branding assignment but that was never the case, MTV spokespeople said.
That the unit of Viacom, approaching its 20th anniversary next year, should chose a fledgling shop like Modernista! was of no concern to MTV marketers, according to Christina Norman, senior vice president of on-air promotion and marketing. Asked about Modernista!’s untested abilities–its founders, designer Gary Koepke and VW writer Lance Jensen,
have never worked together–Norman said, “Untested, maybe. But not unproven. [Jen-sen’s] previous work for VW is vital and refreshing, and to that point we specifically did not do a wide agency search.”
MTV’s inhouse creative department, she noted, generates 500 spots a year on average. “We all have a creative sensibility,” she said.
Modernista! expects to have its first ads on air for MTV by June. Saying that MTV doesn’t need to reinvent itself, Norman outlined the scope of the brand assignment as an opportunity for MTV to “wave its flag.”
“Audiences love us … but the environment is different and it’s important for us to connect with viewers,” Norman said. “The goal is to reach as many viewers as possible.”
It was more coincidence than design that the shop landed back-to-back creative assignments from cable channels. “We’re actively pursuing many assignments, and it just so happens that these two came first,” said Jensen. “They’re both really cool brands, don’t you think?” K