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Night Agency is a full-service, independently owned digital agency known primarily for controversial guerilla marketing techniques executed in its infancy. Today, the agency represents consumer packaged goods, financial and apparel brands primarily online, out of their 2nd floor New York City walk up.
Established by Syracuse University Alumni Darren Paul, Evan Vogel and Scott Cohn on January 1, 2004, Night Agency experienced early success with unconventional street tactics like "ass-vertising", in which attractive men and women "flashed" passersby with their underwear featuring branded posteriors. Though the real-world stunt lasted only for a few hours in Grand Central Station, the event received media attention from the New York Times, ABC, Adrants, Adjab, PR Newswire. It also landed its creators on television as well as the cover of Jari Parantainen’s SISSIMARKKINOINTI.
While continuing to orchestrate street campaigns and real-world public relations stunts, the agency also began to pick up digital work for clients such as MTV, MTV2 Court TV (now Tru TV), Symantec, Johnson & Johnson, and STA Travel. In this time, they grew from 5 to 15 employees and moved from a small shared-office space on Mercer Street down to a 3000 sqft space on Canal Street in SoHo.
Night Agency experienced rapid growth as brands began shifting away from traditional media to digital. During this time, the company transitioned from a project-based business model to a DAOR (Digital Agency Of Record) model, taking on companies including Dial, Purex, Hanes, Champion and Keds. In 2008 they launched HoodieRemix.com, an online design competition for Champion that received over 170,000 unique designs from users all over the world. The winning design was produced in a limited edition. This campaign earned Night Agency the Omma Award for Integrated Online Campaign in the fashion and apparel category.
- "Extreme advertising goes mainstream - Aug. 17, 2004". http://money.cnn.com/2004/08/13/news/economy/weirdads/index.htm.
- American Public Media. "Weekend America >> Saturday, November 03, 2007 >> Your Ad Here: Adventures in Assvertising, and Other Pursuits". http://weekendamerica.publicradio.org/programs/2007/11/03/your_ad_here_adventu.html.
- OMMA Awards September 21, 2009
- Michael Bush. (26 July 2010). "Small Agency of the Year, Northeast: Night Agency". http://adage.com/smallagency10/article?article_id=145055.
- "Night Agency - New York, NY". Inc.com. http://www.inc.com/inc5000/profile/night-agency.