Sep 26, 2006 6:04 AM, PROMO Xtra

DL Ryan Companies has created a new agency dedicated to experience-based marketing called Stage-Active Brand Marketing.

Ryan Partnership's executive Bob Petrosino will serve as president and Sean Conciatore as VP/creative director of the Wilton, CT-based agency. Prior to serving at Stage, Petrosino managed Ryan Partnership's Chicago office. Still earlier, he had worked as president of the agency's Wilton office. Conciatore previously worked as VP/creative director with Ryan Partnership in Chicago. The agency also has added Pam Daly as director of operations. Daly recently worked as president of her own agency, Sampling, Events & Promotions, Inc.

"Our goal is to bring brands to consumers with the same level of excitement, energy and artistic flair that you'd find in dramatic performances," Conciatore said in a statement. "We seek to activate at least three of the five senses to help turn observers into active consumers. We believe this approach will help brands forge stronger relationships with target consumers and generate the kind of favorable word-of-mouth buzz that helps build equity and drive sales long after the experience."

The agency's name, Stage, comes from its mission to turn passive observers into "active consumers" by bringing brands directly to them to create memorable and lasting connections.

Stage recently ended a program for New Balance Kids, which integrates the brand's outdoor creative platform, developed by Ryan Partnership, Wilton, CT. The campaign brought blue skies, green grass and the sounds and smells of being in a park to life in a mall environment.

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