Syndicate Sub Rosa (previously Sub Rosa) is a strategy and empathic design studio based in New York City.[1] The name sub rosa is Latin for "under the rose" referring to conversations being held in secret.[2] Michael Ventura founded the company in 2004. Some of Sub Rosa's most notable work includes the White House's 2016 Every Kid in a Park campaign,[3][4] brand strategy and website design for Tiger Woods,[5][6] and campaigns for Pantone.[7]
 | |
| Company type | Private |
|---|---|
| Industry | Branding, Advertising and marketing |
| Predecessor | Sub Rosa |
| Founded | 2004 |
| Founder | Michael Ventura |
Key people | Hunter Tura, Tommy Schnoder |
| Parent | MTM Companies |
| Website | syndicate-subrosa |
In 2021, Sub Rosa merged with branding agency Syndicate X to become Syndicate Sub Rosa.[8]
Since 2017, Sub Rosa has been owned by MTM Choice, an independent global network of specialist dynamic brand activation agencies. MTM's founder and CEO, Alexei Orlov, has been accused of discriminatory behavior in previous roles, and was reported by employees to have behaved inappropriately during his business dealings with Syndicate Sub Rosa, including repeated use of a racial slur on a Zoom call with colleagues in 2020.[9][10]
History
edit- Michael Ventura founded Sub Rosa in 2004.[11]
- Advertising Age named Sub Rosa the Small Agency of the Year in July 2010.[12]
- The company launched La Petite Mort, a bi-annual creative writing and photography publication featuring works of the company's employees in January 2014.[13]
- In March, 2016 Sub Rosa launched Applied Empathy, a speaker and podcast series.[14]
- In May 2017, Sub Rosa released Questions & Empathy, a deck of cards marketed by the company to "improve empathic thinking."[15][16][17]
- In January 2021, Sub Rosa merged with Syndicate X, a global strategic brand consultancy founded by Hunter Tura, to become Syndicate Sub Rosa. [18]
Notable Projects
edit- In 2021, Syndicate Sub Rosa became Agency-of-Record for Muji North America.[19]
- In 2016, Sub Rosa launched a new corporate brand for Tiger Woods called TGR that serves as an umbrella for his businesses.[20]
- Sub Rosa has been Agency-of-Record for Pantone since 2013,[21] and oversees the company's Color of the Year campaign.[22]
References
edit- ^ "In the West Village, Modern Boutique Owners Who Live Where They Work". www.nytimes.com. Retrieved 2017-07-20.
- ^ "New Model Agency: Sub Rosa CEO Michael Ventura explains life under the rose". Ad Week. October 10, 2012. Retrieved July 20, 2015.
- ^ "FACT SHEET: On Every Kid In a Park Day of Action, White House Announces Commitments to Getting Nearly Half a Million Kids Outside". www.obamawhitehouse.archives.gov. Retrieved 2017-07-20.
- ^ "This VR Campaign With Michelle Obama Aims to Inspire Kids by Showing Them National Parks; Sub Rosa teams up with the White House". www.adweek.com. Retrieved 2017-07-20.
- ^ "Tiger Woods, Entrepreneur: Inside the Superstar's New Startup, TGR". www.FastCompany.com. Retrieved 2017-07-20.
- ^ "Tiger Woods starts the next chapter of his career with 'TGR' business enterprise". www.CBSSports.com. Retrieved 2017-07-20.
- ^ "Sub Rosa named agency of record for Pantone". www.AdAge.com. Retrieved 2017-07-20.
- ^ "Movers & Shakers: Amazon, Disney+, Google, McDonald's, Hyundai and more". www.campaignlive.com. Retrieved 2021-06-14.
- ^ "RAPP CEO Alexei Orlov Steps Down Amid Allegations of Discriminatory Behavior".
- ^ "Sub Rosa Reviews".
- ^ "How a Power Couple Runs a Business Together". www.businessinsider.com. Retrieved 2021-06-14.
- ^ Thomas Pardee (July 26, 2010). "Small Agency of the Year, 1-10 Employees: Sub Rosa". Advertising Age. Retrieved July 20, 2015.
- ^ "Sub Rosa Launches 'Orgasmic' Print Publication | LBBOnline". www.lbbonline.com. Retrieved 2016-01-26.
- ^ "Empathy-Honest Design Process or Hollow Sales Pitch?". eyeondesign.aiga.org. Retrieved 2017-07-20.
- ^ "This Agency Created a Deck of Cards That Helps Solve Workplace Conflicts and Spark Conversations". www.AdWeek.com. Retrieved 2017-07-20.
- ^ "Solve Workplace Conflicts With This New Card Game". www.Forbes.com. Archived from the original on May 20, 2017. Retrieved 2017-07-20.
- ^ "How a Card Game Can Unify Your Office". www.Inc.com. Retrieved 2017-07-20.
- ^ "Movers & Shakers: Amazon, Disney+, Google, McDonald's, Hyundai and more". www.campaignlive.com. Retrieved 2021-06-14.
- ^ "Revolving Door Roundup: 180, Gut Mullenlowe, and More". www.adweek.com. Retrieved 2021-06-14.
- ^ "Tiger Woods Launches a New Corporate Brand Fueling Speculation About Whats Next". www.golfdigest.com. Retrieved 2021-06-14.
- ^ "Sub Rosa Named Agency of Record for Pantone and More". www.prnewswire.com. Retrieved 2021-06-14.
- ^ "How Pantone Picks its Color of the Year". www.adage.com. Retrieved 2021-06-14.