In a move that solidifies their dramatic evolution from valued music producers to brand activators, marketing innovators and industry conversation starters, Paul Conte and Camus Celli, the masterminds behind renowned audio production firm Tru-sound, have launched marketing strategy and content production company, TruIdeation.
Based in New York City, TruIdeation launches on the heels of the company’s strategic partnership with data science resource GRAPHIKA, which provides social media intelligence to identify and cultivate new and relevant audience segments, key influencer communities, thought leaders and brand ambassadors that would be attractive to existing clients and potential brand partners.
The addition of veteran Silicon Valley entrepreneur Bill Hobbs, who has come on board as a strategic advisor to TruIdeation, illustrates its commitment to this new, data-driven approach.
Leveraging its powerful data science capabilities and the creative ingenuity of its founders and in-house staff, TruIdeation has already collaborated on campaigns with a variety of clients ranging such as Velocity, Paramount, Comedy Central, and LVMH/Tag Heuer, the last of which includes an adventurous campaign directed by Nathan Garofalos and starring surfer Kai Lenny, who happens to be a brand ambassador for the Swiss luxury watchmaker.
With services spanning creative ideation, native and branded content experiences, influence marketing, tentpole activations and end-to-end immersive experiences, TruIdeation packs a wealth of offerings that can be activated in agile fashion, which Co-Founder Conte says works to the company’s advantage.
Being that we are a more nimble, fighting weight team, we can be more agile, creative and in partnership mode with our clients. Furthermore, we bring relevant partners into the creative conversation from the influence marketing space as well as virtual & augmented reality and 360º production capabilities.
While “music guys” morphing into creative ideators isn’t the most standard storyline, Conte and Celli – whose pedigree includes playing pivotal roles at the likes of legendary musician Nile Rodgers’ production company, RTG, and sonic branding pioneer Scott Elias’s Elias Arts- have always been involved with the creative and marketing spaces as they’ve developed and fine-tuned their roles in the industry.
Camus Celli explains,
Coming from the music production space, we’ve always been a part of the creative conversation with brands and agencies to help execute brand strategy through music and sound.
As that conversation – and our company – evolved, we found that we could approach our clients from a comprehensive creative approach. That’s where TruIdeation comes in.
We’re still very active in the music industry, and actually most of our music industry relationships are stronger than ever due to the data science we provide. We’ll always be connected to our history in the music space, but now we’re growing and evolving our business in marketing and creative as well.
TruIdeation is a creative marketing team powered by data science. They collaborate with clients to discover relevant ecosystems around their brand to create high level creative concepts and activate meaningful, relevant brand marketing strategy.