The International 3D Society announced today an initiative to promote 3D production to the advertising community, as well as appointments to its newly formed marketing committee.
Marketing committee members will support the group’s mission to advance 3D technology and content through developing an education curriculum directed specifically targeted towards creative professionals in the advertising community.
Ed Erhardt, President of Customer Sales and Marketing, ESPN, will serve as Chairman. Also, serving will be Elizabeth Boone, Director of Advertising Strategy, General Motors; Bill Frash, Partner, Integrated 3D Solutions; Harold Geller, Senior Vice President Cross-Industry Workflow, 4A’s; Paul Guyardo, Executive Vice President of Sales and Chief Marketing Officer, DirecTV; Cliff Marks, President of Sales and Marketing, National CineMedia (NCM); Richard O’Neill, Executive Director of Integrated Production, TBWA/Chiat/Day; Gordon Paddison, CEO, Stradella Road; David Shackley, Senior Vice President, Creative, Discovery Networks; and David Stern, President and Owner, Creative Advertising Group.
Society marketing committee chair and President of Customer Sales and Marketing, ESPN, Erhardt welcomed the initiative, remarking, “As 3D’s center of gravity moves into the home, marketers and advertisers will be at the forefront of communicating with consumers using 3D technology.”
The International 3D Society has scheduled a 3DNA Outlook Forum Tuesday, February 8, at which marketing committee members will present ideas for uses of the technology in creative advertising.
The medium is predicted to become a key marketing tool. “3D will give consumers the ability to virtually test drive many advertised products without leaving their homes,” said committee member and Executive Director of Integrated Production, TBWA/Chiat/Day, Richard O’Neill.
“3D will be in the home on multiple platforms, and advertisers will be driving its arrival. The Society is pleased to join with industry leaders committed to providing professionals with the tools to leverage this powerful new media,” added Jim Chabin, the Society’s president.
In addition to developing educational themes for 3D advertising designers and producers, committee members will identify advertising campaigns to be awarded Lumiere honors at the Society’s 2nd Annual Creative Awards, Wednesday, February 9th, 2011 at Hollywood’s historic Grauman’s Chinese Theatre.