Ex-Disney Studios prez funds mobile ad company


MUMBAI: The Hyperfactory, a full-service mobile ideas, media and execution company, announced that former Walt Disney Studios and Paramount Television Group president and recent chairman of talent management company The Firm – Rich Frank; along with former chairman of 42 Below vodka Grant Baker, founder of 42 Below vodka Geoff Ross; and head of Firm TV Paul Frank, have contributed a significant round of financing to fuel the official launch of the company’s new entertainment division.


Frank and Baker will join The Hyperfactory’s Board of Directors.


The new capital will support the launch of The Hyperfactory’s new entertainment division, which will leverage the power and reach of mobile to support record labels, film and TV studios, and media companies.


Frank and the other investors will leverage their expertise in content and marketing to generate new entertainment clients for the company. The Hyperfactory will, in turn, bring its mobile expertise to the under-served entertainment community to create strategies and campaigns for top artists and properties that build relationships with consumers and support new films, TV shows, artist and album releases, concert tours, promotions and more.


The Hyperfactory’s first collaboration with Paul Frank and The Firm resulted in the highly successful mobile campaign for Korn’s Family Values Tour. This campaign included a unique blend of mobile promotions, integration on big screens, text message voting, content downloads and mobile sweepstakes.


The company already has a track record in executing entertainment-led mobile campaigns including support of Disneyland Hong Kong; MGM’s hit horror remake, Halloween; MTV’s Asia Live Aid Concerts; Soccer superstar David Beckham and the Real Madrid team; popular recording artist, Chingy, Chinese superstar Jay Chau; Nickelodeon Asia Pacific; and more.


“I made this investment because The Hyperfactory is the best in this business and has a pioneering history of some of the most creative mobile advertising and branded entertainment campaigns in the world for giants such as Toyota, Coca Cola and Motorola. Grant, Geoff and I helped transform the New Zealand-based Vodka brand ‘42 Below’ into a highly successful global consumer brand that ultimately sold to Bacardi. We see the same opportunities with The Hyperfactory, and their already proven work with major brands gives them the potential to change the game in media and entertainment at a time when the industry must learn to leverage the power of the mobile phone to reach consumers. The mobile phone will become the consumer’s window to the world, just as the computer has been over the past decade. Everyday we see more uses of content specifically for mobile, and Derek’s experience of working with both brands and content for the ‘third’ screen is unique and exceptional,” said Frank.


“We are delighted to have this esteemed team on board to help us connect aggressively with entertainment companies to extend their reach to entertainment fans around the world. Our proven success in the entertainment arena demonstrates an amazing market opportunity to help these companies use mobile to target, engage and market to their viewers, listeners and readers in ways never explored before. Working closely with the Franks, The Firm and its Chairman Jeff Kwatinetz enables us to introduce mobile to the entire industry, and we relish the opportunity to create new success stories that further demonstrate the impact of this medium,” said The Hyperfactory CEO Derek Handley.


The Hyperfactory will set up Los Angeles offices within The Firm’s offices in Beverly Hills, California.


In addition to investing in and joining the Board of The Hyperfactory, Frank has made a number of recent investments in emerging markets, including Terracycle, the world’s most eco-friendly brand. Several other investments will be announced shortly.