On September 18, 2011, in Latest News, by The News Staff
Fuseideas’ Dennis Franczak has his finger on the pulse of modern media.By Andrew Firestone
There is a saying that those who cannot adapt fall by the wayside, and in this tumultuous age of global marketing, Fuseideas of Davis Square in Somerville has taken that ball and ran with it. Founded in 2006 by Dennis Franczak of Medford, Fuesideas has quickly grown into a social-media powerhouse, representing clients as luminary as ESPN, Adidas, the Boston Bruins, and HBO Latino.
Combining sophisticated social-media and Internet marketing with a hip postmodern sense of consumer demand, Fuseideas stands poised to capitalize on the increasing viability of corporate marketing, even in an age where that sector has become harder to pin down.
“What you are finding today is you are finding a whole generation of people today, worldwide who are becoming increasingly distracted by different things,” said Franczak. “They watch TV on their iPads. They use their mobile phones to read on the Internet.”
“So now that you have all these different ways of reaching audiences, it becomes increasingly important that what you do is you offer a client choices and you put together a smart plan that recognizes how consumer behavior works,” he said. “It could include social media, it will still include television and print, possibly, it will certainly include online.”
One such campaign included the “Bruins fan rules” which appeared in television commercials created by Mullen ad agency. Approached to do an online component, Fuseideas created a tournament where fans could create their own rules and vote on their favorites. One such one was, “never tuck in your Bruins jersey, unless you’re going to church.” At the end of a huge tournament the winner received season tickets and a slew of prizes.
“What we try to do is give clients a holistic set of solutions that let them do all of these different things,” said Franczak.
When asked how the company was able to keep ahead of the competition, Franczak said that it was always important to remember that servicing your existing clientele was the best way of keeping up steam.
“A lot of business owners will tell you that your best customer base is through your current customers,” he said. “Our client list is world-renowned.”
Franczak was also proud of another aspect of his corporate headquarters, mainly that it sat right in Somerville’s own Davis Square.
“Why is Fuseideas in Somerville? It’s a great question, right? I just think Davis Square fits Fuesideas as an agency. Clients like to come here. They like to go to Redbones, they love going to the Foundry. Somerville and Davis Square is kind of a hip place, and we’re kind of a hip agency. It allows us to convey that atmosphere and that brand that we like. “
“I don’t feel any need to have a Boston zip code. Most of our clients aren’t even from around here so it doesn’t matter. We love Somerville and we’re going to be here for a while.”
Follow Fuseideas on facebook at www.facebook.com/fuseideas1, or on twitter at twitter.com/fuseideas.
