Press Releases - Team One - Team One Press Releases at en-us Copyright 2021 Lexus Puts Gamers in the Driver’s Seat Gamers, start your engines. Lexus is unveiling the Gamers’ IS, the first vehicle designed by and for the Twitch community as the ultimate gaming space. In a livestream hosted by popular streamer Fuslie, last month, more than 554,000 unique viewers watched and weighed in on their favorite features. They voted on modifications ranging from the gaming-themed exterior wrap to the custom controller to their “game fuel” beverage of choice. Lexus then worked with the fabrication experts at SCPS to bring the custom, crowdsourced car to life as a totally immersive gaming vehicle.  

“The Twitch community dives headfirst into their passion of gaming, just as we did in designing the new 2021 Lexus IS as a pure expression of a sports sedan,” said Vinay Shahani, vice president of marketing at Lexus. “We asked for their help designing their dream gaming space, and they answered in spades. Together, we created the ultimate fusion of design and performance in automotive and gaming.”

The exterior of the Gamers’ IS, a modified Lexus IS 350 F Sport, is adorned with the “Infiltrate” design custom vinyl wrap, as chosen by 48 percent of voters in the Twitch poll. This look exudes a technical, interface-driven, HUD-centric design territory reminiscent of first-person gaming, black ops and reconnaissance.  

For the interior, more than half (55 percent) of Twitch voters selected the “Neon Tokyo” style featuring an electrified, neuron-exploding Japanese pop art aesthetic. The ceiling of the cab is decked out with a clear layer of acrylic embedded with resin “raindrops” all backlit with programmable RGB LED lights, giving off the effect of driving under the lights of downtown Tokyo at night in a light rain. Behind the rear seats, LED panels project programmable content onto the rear window, creating an animated backdrop. SCPS included many custom upholstery elements into the design of the Gamers’ IS interior. Smart Tint on the windows dims the cabin for gameplay.

A custom-built gaming PC with an MSI Gaming GeForce GPU + AMD CPU is installed in the vehicle’s trunk. It has sleek custom housing, all highlighted by programmable RGB LED’s. A fog machine and automated RGB lasers were installed for maximum reveal effect.

In the passenger’s side is a fully integrated gaming system complete with haptic feedback in the seat and a high-def, fully positional curved monitor. The curved monitor was chosen over a flat one by nearly two-thirds (64 percent) of Twitch voters. The system features a retractable keyboard and mouse platform, and a one-of-a-kind 3D printed game controller. Nearly half (42 percent) of voters chose the “Cyber” design for the controller, featuring a metallic space gray and dark teal with neon accents.  

Filling the six-drink center console cooler is the community’s “game fuel” of choice—coffee drinks—as selected by nearly two-thirds (61 percent) of voters. The entire vehicle is custom wired, including all the electronics and programmable lighting.

Walker Jacobs, Chief Revenue Officer at Twitch said, “Lexus has effectively leaned into the community and connectivity that define Twitch. Our viewers crave being a part of the action, and through this collaboration, we were able to create a truly immersive experience that celebrates their passion for gaming. The result is a first-of-its-kind gaming vehicle. Bravo Lexus!"  

The transformation of the Lexus IS into the ultimate gaming vehicle required “all hands on deck” at fabrication expert SCPS. The project involved 20 different members of their team, including concept artists, designers, 3D modelers, electrical and structural engineers, metal fabricators, craftsmen, artists, custom upholsterers and computer technicians—most of whom are serious gamers themselves. From designing the initial concepts to the reveal, the entire build took five months. 

Fuslie is a variety streamer who first made her mark within the PUBG community. She has played in multiple tournaments, including Twitch Rivals. She is also known for her singing voice and her urban exploration streams around Los Angeles.

This partnership is part of a new “All In” campaign for the 2021 Lexus IS. The campaign celebrates those who fully embrace their passions, while showcasing Lexus’ own obsession: an unapologetically pure sports sedan. 

For more information on the new IS, visit

2021-02-26 00:00:00
Lexus Celebrates the Need to Get Out Lexus unveils a new marketing campaign today to launch its first convertible in almost five years: the 2021 LC 500 Convertible. And the timing couldn’t be better. This convertible is perhaps the perfect expression of the emotional desire of the times, and the new campaign from the luxury automaker leans in to that need to get out and soak in the freedom and daylight.


“The decision to purchase a convertible is typically an emotional one,” said Lisa Materazzo, Lexus vice president of marketing.  “More so than other vehicles it evokes a sense of escape and freedom by heightening the driving experience.  There’s simply no substitute for the universal human emotion of joy that comes from an open-air drive.  The LC Convertible is purpose-built to create those memory-making moments.”


The new hero spot, “Keep the Light Alive” features the parallel feelings of what a child experiences when they play outside and the adventures they encounter, to an adult driving the LC 500 Convertible on a winding road at sunset. Several scenes capture a young boy discovering the thrill of outdoor exploration just as the sun goes down, while flashing to moments of him growing into an adult experiencing a similar emotional exhilaration racing along a waterfront road with his partner. Throughout, viewers preview the vehicle’s refined body characteristics that make it so strikingly unique.


The integrated campaign will appear nationally on broadcast, digital, print and paid social. The TV spot will air during prime time, cable, late night and sports programming on networks including ABC, NBC and ESPN. Digital elements include custom editorial series and sponsorships on Gear Patrol and InsideHook, with targeted ads across premium publishers such as Esquire, Elle Decor, and JustLuxe. Print ads will run in high-end lifestyle publications such as Robb Report, Architectural Digest and Conde Nast Traveler.


The LC 500 Convertible is developed with performance and styling at its core – in alignment to its counterpart, the flagship LC 500 coupe. Created with a low center of gravity, the soft-top vehicle carries unmatched agility and luxury styling for a dynamic driving experience. The new convertible includes prime features such as a 471-horsepower naturally aspirated V8 engine, Lexus Climate Concierge and is complete with advanced engineering to keep unwanted noise out while driving with the top down. The 2021 LC 500 Convertible is available this summer. For more information click here.

2021-02-19 00:00:00
Team One Taps 72andSunny Alum Jessica Sinn As A New Management Director of Growth Team One, Publicis Groupe’s fully integrated media, digital and communications agency, has brought on 72andSunny alumna Jessica Sinn as its new Management Director of Growth, effective immediately. In this role, Jessica will be responsible for the agency’s marketing and new business efforts, leading initiatives to attract new clients and partnering with existing clients to grow organic efforts. A sought-after new business leader, Sinn’s experience is a true hybrid of account, planning, project management and production where she balances structure with chaos leading to innovative work. Based in Los Angeles, Sinn will report directly to Kyle Acquistapace, Executive Director, Communications. 

“Jessica brings a wealth of experience from kindred agencies like Wieden+Kennedy and 72andSunny where she was instrumental in the growth of those agencies and their clients alike,” said Julie Michael, CEO of Team One. “There’s an optimism to her that’s contagious. There’s no doubt that she’ll be a huge asset to our team as we look to continue our strategic growth journey in 2021.”  

With over a decade of experience in business development and management, Sinn has a proven track record of ushering in effective partnerships. During her time at 72andSunny as Director of Business Development, she led the team on a transformational streak of high-profile wins including Pinterest, Pacific Foods, See’s Candies, Pabst Blue Ribbon, Marriott Bonvoy and adidas. Prior to that, Sinn was at Wieden+Kennedy for ten years. She spent eight of those years in Portland helping to redefine the voice of the agency, the overall approach to new business and helped the team win over $150 million in revenue before moving to China in 2017 to lead new business and marketing efforts in the Shanghai office. While in China, she helped the agency reel in Airbnb, KFC, Old Spice, Oppo and BMW.

“Team One is one of those best kept secrets in advertising. It is a company that knows who they are, where they want to go, and has the expertise and talent to deliver on that vision. It’s a combination that you rarely find these days,” said Sinn. “Given the team’s long-standing success with Lexus and other category defining brands, I’m excited to share the agency’s success story with others and show them the magic of Team One.”


2021-02-11 00:00:00
Team One Names 2020 Recipient of The Legacy Lab Foundation Scholarship With So Many Remarkable Submissions This Year, The Rising Star Award Has Been Created to Recognize Five Additional Black Student Leaders That Represent The Next Wave of Legacy Makers


The Legacy LabTeam One’s award-winning think tank and strategic consultancy, has announced the recipient of its second-annual Legacy Lab Foundation Scholarship. Launched in 2019, the unique scholarship seeks to champion tomorrow’s leaders working toward progress today. And for the first time, five additional extraordinary students will be recognized with the Rising Star Award.


Over a hundred submissions were received from Black and African-American students at 74 schools across the country, including several of the top ranked Historically Black Colleges and Universities (HBCUs). Given the overwhelming response and many accomplished participants, the judging panel ultimately decided to expand the program this year, awarding not just one $10,000 scholarship, but five additional awards.


Responses flooded in from students across a wide range of majors and fields of studies, all articulating what legacy meant to them. From those studying to be teachers to educate the next generation to finance majors working toward diversifying their sector to future doctors and nurses on a mission to democratize healthcare access to theatre majors working to change the way audiences relate to minority groups. Each recipient articulated a clear, specific long-term contribution in their respective field, and demonstrated impressive promise, already making strides toward achieving their intended impact.


This year, the $10,000 scholarship was awarded to Gianna White, a Sustainable Urban Environments undergraduate at New York University. In the long-term, Gianna hopes to “help build more sustainable cities and make sure no one is left behind in the process” and intends to go into research and design for the public transportation sector after she graduates. She is currently the co-director of NYU Urban Food Lab, a vertical farming research team that hosts community education programs, fosters discussions on food justice, and recently received a grant from the EPA to research composting plastics and the impact that microplastics have on food.


The five Rising Star Awards were granted to Alaysia Barker-Vaughn, a Political Science major and African American Studies minor undergraduate at Loyola Marymount University who is working to help other students within the foster care system achieve higher education and intends to run for local office in her hometown of Pasadena, CA; N’maya Bryant, a MBA Candidate at Florida A&M University who is working toward solving the wealth and opportunity gap in our country and is currently spearheading a financial literacy project; Deveraux Mackey, a Finance undergraduate at Howard University who is helping to create more business opportunities for women and people of color; Jennie Nwokoye, a Systems Engineering Management graduate student from Georgetown University who is on a mission to make good and affordable primary healthcare ubiquitous to vulnerable populations in Nigeria; Marie Chantal Nyirahategekimana, a Chemical Engineering undergraduate at Howard University who is working toward solving the refugee crisis.


“Not only were we blown away by the response this year, we were amazed by the significant contribution these young leaders are already making in their fields of study. These aren’t just idealists, these students are already making an impact and putting their ideas out into the world,” said Mark Miller, Chief Strategy Officer at Team One and Founder of The Legacy Lab. “As we reflect back on a year filled with hardship and demand for societal change, the mission of The Legacy Lab Foundation and the pivotal role of the next generation is abundantly clear. This group of remarkable students gives us hope for a brighter future ahead.”


This scholarship is granted by The Legacy Lab Foundation, a nonprofit part of Team One’s Legacy Lab, created to invest in leaders and organizations aiming to make a durable difference in the world. It is inspired by the ambitious founders, co-founders and re-founders highlighted in The Legacy Lab’s first book, “Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World.” (McGraw Hill Education). And it is powered by The Giving Back Fund, an LA-based nonprofit that facilitates charitable giving.


In 2019, The Legacy Lab Foundation awarded its first student-focused scholarship. The inaugural Legacy Lab Scholar, Isabelle Hall, is a recent graduate from the University of Southern California with an M.S. in Social Entrepreneurship.


For more information on The Legacy Lab Foundation Scholarship, head to: The next call for entries will be announced in Fall 2021.

2021-01-15 00:00:00
New Lexus Spots from Team One Sneakerhead, audiophile, fashionista, gamer … these people are “all in” on their passions. In a new marketing campaign breaking today for the Lexus 2021 IS, the automaker celebrates its own obsession: an unapologetically pure sport sedan. Entitled “All In,” the new campaign engages an audience that’s just as unapologetic about pursuing their unique interests. It features influencers and deep, diverse media partnerships.

“The IS customer is our youngest, most fiercely authentic yet,” said Lisa Materazzo, vice president of Lexus marketing. “The marketing campaign, like the new IS, is equally authentic and celebrates those who fully embrace their passions.”

Rather than casting actors, the campaign features eight micro-influencers. The first spot, “Names,” moves quickly through people from different walks of life who introduce themselves by the names they’ve earned—be it sneakerhead, gamer or audiophile.  Another spot, “Vanity Plates,” demonstrates just how far these enthusiasts will go to show off the obsessions that define them.  To ensure connection with all consumers, unique ads were created to further explore the meaning of “all in” for Asian, Black, Hispanic and LGBTQ markets.

“Names” and “Vanity Plates” will air during primetime, special events and sports including NFL playoffs and NBA. Potential drivers and enthusiasts of Lexus will be able to ask their Google Assistant-ready devices about the new Lexus IS model to learn more about the vehicle’s latest technology, audio, performance and safety features, as well as link to nearby dealerships. The campaign also includes video, audio, connected speakers, print, social and display.

Lexus is connecting with an audience that embraces their passions fully by providing content that celebrates those who go “all in.”

  • Epic Race. Lexus partnered with MotorTrend for an epic race between race car driver Rhys Millen and downhill skater Josh Neuman at speeds of over 70 MPH on Malibu’s legendary Deer Creek Road. The series debuts today.
  • Travel Influencer. Lexus is partnering with Courageous Studios, CNN’s brand studio, to produce a documentary-style campaign that follows Ugandan-American photographer, self-proclaimed geography nerd and travel expert Jessica Nabongo. The first black woman to visit every country in the world, Jessica’s story unfolds as she approaches her next milestone: seeing every state in the U.S. The campaign will be distributed via CNNgo in February.
  • Fantasy Football. Last Fall, Lexus worked with Yahoo to create dynamic banners on the Yahoo Fantasy Football web site that leverage the players’ stats to serve custom ads to fans engaging in their passion.
2021-01-05 00:00:00
Team One Wins Ste. Michelle Wine Estates Biz Ste. Michelle Wine Estates has appointed Team One as its lead agency, following a review. Team One will handle advertising and social campaigns as well as media planning and buying for several Ste. Michelle brands, effective immediately.


“The selection of Team One came after an extensive search through an RFP process of creative agencies which began in the fourth quarter of 2019,” said Francis Perrin, Ste. Michelle Wines Estates’ Chief Marketing Officer. “We met passionate agency teams during our search and were impressed with the caliber of thinking, quality people and love for the Ste. Michelle portfolio of brands from all. Our decision to work with Team One came down to the best fit based on their creative, fresh, and bold ideas that are going to resonate with both our current consumers and the next generation of wine drinkers.”


Perrin added “Ste. Michelle and Team One will work together to cut through the 'sea of sameness' of the wine industry and achieve our primary objectives— increase sales of our wines and grow the long-term equity of our brands. This partnership will also solidify Ste. Michelle’s position as a leading premium wine company and accelerate our transformation on our journey to become the most modern marketers in the wine industry.”


Julie Michael, Team One Chief Executive Officer, adds: “We were immediately drawn to the Ste. Michelle Wine Estates team because of their creative appetite and ambition for transformational marketing. This iconic portfolio of brands is poised to make several major moves in the market, potentially putting the wine industry on notice. We are honored for this incredible opportunity to demonstrate our long-term brand thinking and integrated capabilities to accelerate SMWE’s growth and achieve enduring impact.”


Ste. Michelle began the agency search process in fourth quarter 2019.


Ste. Michelle retained the services of Joanne Davis Consulting, NY, NY to assist with the process.


About Ste. Michelle Wine Estates


Ste. Michelle Wine Estates, located outside of Seattle, Washington, has a distinguished history that dates back to 1934. The company pioneered vinifera grape growing in Washington State while wines under the Ste. Michelle label were first introduced in 1967. Today, Ste. Michelle owns more than 3,900 vineyard acres across Washington, Oregon and California with key sites certified with the LIVE, Salmon Safe or Napa Green designations. Ste. Michelle’s ‘String of Pearls’ wine portfolio represents owned or imported brands, all demonstrating the producers’ unwavering commitment to creating distinctive, high quality wines from authentic estate vineyards. Chateau Ste. Michelle, its cornerstone winery, enjoys winemaking partnerships with some of the world’s most distinguished vintners. Col Solare is an alliance with Tuscany’s Piero Antinori, Eroica Riesling is a partnership with the Mosel’s Ernst Loosen and Tenet is a collaboration with Michel Gassier and Philippe Cambie of France. Ste. Michelle’s charitable giving program, which supports some 400 non-profit organizations annually, has provided more than $3 million for scholarships for high-achieving, low-income students at Washington universities. The company also was the principal fundraiser for Washington State University’s viticulture and enology institution, the Ste. Michelle Wine Estates Wine Science Center.


Ste. Michelle’s Washington portfolio includes: Chateau Ste. Michelle, Columbia Crest, 14 Hands, Col Solare, Northstar, Spring Valley Vineyard, MERF, INTRINSIC, Seven Falls and Michelle sparkling wines. In California, the company owns Stag’s Leap Wine Cellars (with Italy’s Antinori family), Conn Creek (Napa Valley) and Patz & Hall (Sonoma). Ste. Michelle also owns Erath Winery, in Dundee, Oregon. The company became the exclusive U.S. importer in 2006 for the renowned Marchesi Antinori wines of Italy and Chile’s Haras de Pirque wines, for Champagne Nicolas Feuillatte of France in 2009, and for New Zealand’s Villa Maria Estate in 2010.



Team One is Publicis Groupe's fully integrated media, digital and communications agency dedicated to helping premium brands thrive in the modern media landscape. Team One has five North American offices, including its Los Angeles headquarters, Dallas, New York, Chicago and Atlanta. Team One clients include Lexus, The Ritz-Carlton Hotel Company, HSBC Premier, Expedia, Jacuzzi Brands, St. Regis Hotels and Resorts, Cathay Pacific, VISA, Make-a-Wish, It Gets Better Project, Gateway for Cancer Research, Warner Brothers Interactive, and W Hotels.Visit

2020-02-12 00:00:00
Team One Champions Future Industry Leaders With Its Legacy Lab Foundation Scholarship

The Legacy Lab, Team One’s award-winning think tank and strategic consultancy, announced today the launch and creation of The Legacy Lab Foundation Scholarship, a brand-new scholarship aimed at supporting students who represent the next wave of legacy makers.


The scholarship is a new initiative provided by The Legacy Lab Foundation, a nonprofit created to invest in leaders and organizations aiming to make a durable difference in the world. It is inspired by the ambitious founders, co-founders and re-founders highlighted in The Legacy Lab's first book, “Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World.” (McGraw Hill Education, 2018)


This year, for the first time, a $10,000 scholarship will be awarded to one student who is studying with the intent to revolutionize an industry, change social norms or build a long-lasting brand solution in culture. Scholarship funds are intended to be used as an investment in ongoing education, to help a student achieve a personal ambition and subsidize school-related expenses.


“With the launch of this new scholarship, we’re not just celebrating legacy makers, now we are investing in them too,” said Mark Miller, Chief Strategy Officer at Team One and Founder of The Legacy Lab. “One of the goals in starting The Legacy Lab and co-writing ‘Legacy in the Making’ was to celebrate the people making a lasting and positive change to the world. In a marketing world dominated by instant gratification, we at Team One wanted to start a countermovement that shines a light on leaders focused on enduring change.”


Powered by The Giving Back Fund, an LA-based nonprofit that facilitates charitable giving, The Legacy Lab Foundation Scholarship is now accepting applications. To be eligible, students need to be enrolled in an undergraduate or graduate-level college, university or similar accredited institution (such as a technical school) in the United States. Applicants must also possess a strong sense of personal purpose; studying with the intent of creating positive, enduring change. Applicants will be asked to share meaningful details about their “reason for being” – how their current field of study and big ideas will create value and impact for the long-term.


The deadline for submission is December 1, 2019, and the chosen scholar will be identified by the end of the year. More information and details on the scholarship application requirements can be found at:


Previous extensions of the Legacy Lab and Foundation include:


  • The 2017 Legacy Lab Honors which recognized rare leaders that are making a long-term difference in a short-term world. Honorees included established leaders and visionaries such as Patagonia Founder Yvon Chouinard and The New Yorker Editor David Remnick.


  • The 2018 New Legacy Makers’ Showcase which recognized a small number of talented individuals who are disrupting an industry, challenging social conventions, and/or building a powerful brand culture for the long term. Naomi Wadler and Carter Anderson (#NeverAgain movement), Ashley Edwards and Alina Liao (MindRight), and Carmen LoBue(HERassment) were the showcase honorees.


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Team One is Publicis Groupe's fully integrated media, digital and communications agency dedicated to helping premium brands thrive in the modern media landscape. Team One has five North American offices, including its Los Angeles headquarters, Dallas, New York, Chicago and Atlanta. Team One clients include Lexus, The Ritz-Carlton Hotel Company, HSBC Premier, Expedia, Warner Bros. Interactive, St. Regis Hotels and Resorts, Cathay Pacific, VISA, Make-a-Wish and the It Gets Better Project. Visit


Launched in 2012, The Legacy Lab is a Los Angeles-based think tank exploring the dynamics of long-term brand building in a short-term world. It focuses on ambitious leaders—remarkable men and women who have succeeded in making their brands enduringly unique, inspiring and influential—even as the times, technology and competition change around them. The Legacy Lab includes The Legacy Lab Consultancy, which helps brands build legacies with the understanding that premium brands endure over time and have lasting value, as well as the Legacy Lab Foundation—a nonprofit created to invest in leaders and organizations aiming to make a durable difference in the world. The Legacy Lab is an enterprise of Team One. For more information, visit and follow all the latest learning on Twitter @thelegacylab and on Facebook

2019-11-19 00:00:00
Team One Doubles Down on Data with Two Executive Hires in Dallas Agency Bolsters Dedicated Data Science & Advanced Analytics Practice,
Places Deeper Emphasis on Data in Service of Creativity.

Team One, Publicis Groupe’s fully integrated media, digital and communications agency for premium brands, today announced it has hired two new senior executives—Dr. Bharath Gangula as Executive Director of Data Science and Advanced Analytics, and Emily Sanford as Management Director of Digital, CRM and Data Application—with the stated aim of being at the forefront of data-first creativity and expertly guiding premium-brand clients into the future.

In a newly created position, Gangula will lead the agency’s Data Science and Advanced Analytics practice and focus on solving complex client problems and accelerating their marketing and digital transformation. He will oversee a team of dedicated analysts and data experts who currently handle web, social, media and marketing performance analytics, along with advanced audience identification and multi-touch consumer views. He will also lead the agency in data tools, systems, automation and data governance.

In her new role, Sanford will serve as a client partner, leading a vision for more personalized, connected and valuable digital experiences for their customers. Her focus will be in the areas of CRM, cross-channel engagement, websites/apps, technology platforms and innovations—across all five offices, all clients and new business.

“I am thrilled to welcome both Bharath and Emily to the team,” said Julie Michael, CEO at Team One. “With the addition of these two industry powerhouses, we are doubling down on our commitment to use data to support our clients into the future and building an agency where deep data and ambitious creativity play equally important parts, inextricable from each other.”

Michael adds, “We are disrupting the traditional model by integrating data through all agency disciplines, from creative to strategic planning, CRM, website development, social, events and media planning. This allows us to deliver more worthwhile and sublime experiences for customers. Our hope is that people fall deeper in love with their favorite brands through every interaction.”

“The alignment of data science and advanced analytics under one umbrella at Team One provides a tremendous opportunity for us to help our clients with their most complex challenges and for them to reach and engage potential customers,” said Gangula. “It’s more important than ever for agencies to invest in their data analysis capabilities—and Team One is proving they are at the forefront of an evolving industry.”

Gangula was most recently running the Data Science and Advanced Analytics team for AT&T’s Marketing Division and, prior to that, he spent six years as a data insights leader at Deloitte. Gangula also held roles as a researcher and assistant professor at the Adani Institute of Infrastructure Management.

Prior to Team One, Sanford was at The Richards Group, rising through the ranks over thirteen years to become a principal in their Data, Analytics and CRM division called Quadratic. There she worked on brands in the travel, automotive, recreation, retail, QSR and wellness/non-profit verticals, designing and implementing CRM and loyalty marketing strategies for well-known brands including Pancreatic Cancer Action Network, Sea Island, Seabourn, Sub-Zero and The Salvation Army. Prior to the Richards Group, Emily was at Javelin and Newell Rubbermaid.

Sanford says, “I am excited to bring my depth of knowledge of data- and analytics-driven digital and CRM work to Team One. We live in a world where data powers everything. At Team One, my goal is to drive innovation for our clients, helping them thrive at the intersection of creativity, data and the modern media landscape. I will be working in deep partnership with our analytics, creative and tech teams to design the most relevant, personal, and seamless experience for our clients’ customers.”


(Photo L-R: Emily Sanford, Management Director of Digital, CRM and Data Application; Dr. Bharath Gangula, Executive Director of Data Science and Advanced Analytics; Julie Michael, CEO; Mark Miller, Chief Strategy Officer; and Paul Silverman, Managing Director. Credit: Matt Hartz/Team One)

2019-06-27 00:00:00
Team One Hires Kirsten Rutherford as Executive Creative Director on | LBBOnline 2019-03-21 14:08:25 Lexus Introduces Antidote to NFL's Controversial 'Roughing the Passe | LBBOnline 2019-03-21 14:07:54 The Legacy Lab Announces the Legacy Lab Foundation Powered by the Gi | LBBOnline 2019-03-21 14:07:00 Lexus Is Making December a Month to Remember in New Campaign from Te | LBBOnline 2019-03-21 14:06:23 Team One and ShadowMachine Partner for littleBits’ New Line of STEAM | LBBOnline 2019-03-21 14:05:28 Expedia Consolidates Global Account with Saatchi & Saatchi


Expedia®, one of the world’s largest full-service travel sites, has awarded Saatchi & Saatchi their global creative account after consolidating all worldwide comms into the network.

Jointly managed through Saatchi & Saatchi’s headquarters in London and Saatchi & Saatchi’s Team One office in Los Angeles, the agency will now create all brand advertising campaigns inclusive of TV, Digital Video and Display, Social Media, and outdoor for Brand Expedia. Expedia previously worked with a roster of five agencies across worldwide markets.

The account was awarded after a three-month trial and the assignment includes creative development, brand strategy, and execution across all platforms, combining creative and technology from Saatchi & Saatchi London and Team One. Publicis Groupe’s production house, Prodigious, will also support in the creation of the campaigns.

Vic Walia, Vice President, Global Brand Marketing at Expedia, said: “We are happy to see that Expedia’s culture of Test-Learn-Iterate is also shared by Saatchi & Saatchi and Team One. We are excited about this next chapter for the brand.”

Magnus Djaba, Global President of Saatchi & Saatchi and CEO of Saatchi & Saatchi London, added: “Expedia’s agenda of working to combine science, creativity and technology to deliver results that haven’t been seen before, mirrors everything we’re trying to do as a network. We couldn’t be more excited.” 

2018-01-16 00:00:00
Team One and Lexus Win Adweek Media Plan of The Year Award The “Lexus RC Real-Time Build” brings home “Best Use of Social” LOS ANGELES, SEPTEMBER 18, 2018 – Today, Adweek announced the 2017 Media Plan of the Year (MPOY) Awards, honoring Lexus and Team One, Publicis Groupe’s leading premium and luxury brand agency, for “Best Use of Social” in campaigns spending less than $500,000 for the “Lexus RC Real-Time Build.” The annual competition celebrates the most innovative media plans and executions from around the globe.

The campaign, which aimed to create real-time engagement around the 2017 Lexus RC performance coupe among auto enthusiasts, turned to Facebook Live, using it in a way that had never been done before. During a live 10-hour broadcast, Lexus fans were able to vote online for modifications to the RC, customizing the car in front of their eyes. At a time when most automakers were using the platform for 15-minute reveals of vehicle launches, Team One and Lexus took it to another level, rallying the Lexus enthusiast community and resulting in a 10,000% increase in Facebook comments compared to the Lexus daily average.

“Lexus is a progressive marketer that aims to live on the leading edge of media and technology,” said Julie Michael, President of Team One. “We have built our agency around helping our clients create sublime digital experiences, which often lead to them being recognized for these types of industry firsts.”

The Adweek MPOY Awards are chosen by an elite jury composed of top industry media execs throughout the advertising and media industry. For the full list of the 2017 Adweek MPOY awards, please visit:   

About Team One
Team One is Publicis Groupe’s fully integrated premium and luxury brand agency. Their purpose is to help modern luxury brands thrive in the modern media ecosystem. Founded in 1987, Team One has 500+ employees based in six North American offices, including their Los Angeles headquarters, Dallas, New York, Chicago, Atlanta and Washington, D.C. Current clients include Lexus, The Ritz-Carlton, Dacor (Samsung), Indian Motorcycle, HSBC Premier, Icelandic Glacial Water, PIMCO and St. Regis Hotels & Resorts. Visit Team One at, on Facebook at, or follow the agency on Twitter at @TeamOneUSA.

About Lexus
Lexus’ passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its customers. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries. In the United States, Lexus vehicles are sold through 238 dealers offering a full lineup of luxury vehicles. With five models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers six F SPORT models and two F performance models. Lexus is committed to being a visionary brand that anticipates the future for luxury customers. 

2017-09-19 00:00:00
First Legacy LabTM Honors Recognizes Rare Leaders Whose Brands Are Making a Lasting Difference in The World Honoring Patagonia, Amazon, Fast Company, GoldieBlox and The New Yorker leaders among others 

Patagonia’s Yvon Chouinard and The New Yorker’s David Remnick top the list of 10 remarkable recipients of The Legacy Lab Honors, a new award that recognizes rare leaders—founders and refounders of brands that are making a long-term difference in a short-term world. 

For 2017, as part of the first honors being passed forward, The Legacy Lab is honoring the achievements of five “Founders of the Year,” founders and cofounders who have been successfully leading their brands for at least three years. This year’s inaugural honorees are: 

 • Yvon Chouinard, founder. Launched Patagonia in 1973. Yvon is a passionate advocate for the environment. Through a personal and professional commitment to reduce wasteful consumption and his vision that business can be a powerful catalyst of innovation for environmental benefit, Yvon is not only authoring the future of his Patagonia brand, but also redefining the mission of capitalism to include conservation and environmental responsibility.

• Jeff Bezos, founder. Launched Amazon in 1994. Jeff has grown Amazon into one of the world’s most widely recognized and influential brands while also working to create ‘Earth’s most customer-centric’ company. He has changed the way people live and raised cross-category expectations of service delivery, transparency and more. He is a once-in-a-generation leader who has created a brand that lives at the intersection of algorithm and aspiration.

• Ellen Chen and Mario Del Pero, cofounders. Launched Mendocino Farms in 2005. Ellen and Mario’s pioneering farm-to-table philosophy, and their unique brand of hospitality, bring together their commitment to locavorism and entrepreneurialism. They embody the spirit of a smaller brand that is creating big local change—teaching established industries new ways of working—while capturing the attention of influential brand champions such as Whole Foods Market along the way.

• Scott Harrison, founder. Launched charity: water in 2006. Scott was inspired to launch his vital nonprofit after traveling to Liberia and Benin in West Africa as a volunteer photojournalist with the humanitarian-aid organization Mercy Ships. His one-time fundraiser has now evolved into an established global nonprofit that has funded more than 23,000 water projects serving 7.1 million people. By contributing 100% of public donations to fund water projects for global communities in need, charity: water and Scott are creating the kind of disruptive change that is having a lasting impact on how individual contributors give and how communities live.

• Debbie Sterling, founder. Launched GoldieBlox in 2012. GoldieBlox’s lasting legacy began with Debbie’s ambition to “disrupt the pink aisle,” challenging gender stereotypes with the world’s first girl engineer character. Debbie launched GoldieBlox to introduce children to the principles of coding and engineering after recognizing a need for STEM (Science, Technology, Engineering and Math) skills to be better integrated into kids’ play experiences—especially for young girls. Through GoldieBlox, she is not only disrupting the pink aisle, but teaching skills that will stay with kids for a lifetime and inspiring them to be the next generation of role models.

The Legacy Lab Honors’ “Refounders of the Year” is awarded to leaders who, while not the original founders, held the reins of a well-established brand for over a year and are now writing the next chapter in its success story. This year’s laureates are:

• David Remnick, refounder. Editor of The New Yorker since 1998. David has modernized one of the most iconic publications in media and guided this acclaimed brand through a critical period in journalism. After 92 years and counting, The New Yorker is as nimble—and necessary—as ever, embracing new technologies to deliver its essential reporting and commentary.

• Robert Safian, refounder. Editor of Fast Company since 2007. Robert is the pioneering editor of Fast Company, having responsibility for ensuring the lasting legacy of this era-defining magazine created by Bill Taylor and Alan Webber. As Editor, he continues to honor the vision set out by the founders in 1995 while simultaneously evolving what it means to be a fast company in 2017 and beyond. Today, Fast Company thrives as the first, and sometimes final, word in the conversation about measuring business success by modern standards.

• Deb Dugan, refounder. CEO of (RED) since 2011. Since she joined this pioneering non-profit, Deb has been instrumental in helping to solidify it as a brand that makes it easy for everyone to play an active role in ending AIDS. She has helped to bring in a new generation of young contributors to continue to make fighting AIDS relevant to many who weren’t even born when the epidemic first hit. Under Deb's leadership, the organization recently began offering rare winnable (RED) experiences in support of World AIDS Day, in addition to its broad portfolio of year-round (RED) products. In the nearly 11 years since its founding, (RED) has raised more than $465 million for the Global Fund - money that has impacted the lives of 90 million people.

• Richard Lewis, refounder. CEO of The Championships, Wimbledon since 2012. Richard continues to find ways to prove that tradition and traditional, at Wimbledon, aren’t strictly synonymous. Under his leadership, the world’s most famous tennis tournament has been integrating aspects of the technology and culture of the times to deliver the same values the tournament has long held dear, helping to bring the esteemed past of Wimbledon forward. With 131 editions of the iconic tournament in the history books, Richard is dedicated to the ideal of continuing to make history at this year’s Championships and at each one after that.

• Brendan Shanahan, refounder. President & Alternate Governor of the Toronto Maple Leafs since 2014. Brendan took the reins of one of hockey’s most storied franchises, rebuilding its leadership structure off the ice, restocking its athletic talent on the ice and restoring a winning culture across the entire club from front office to back. In his pursuit to write the next storied chapter in the Leafs’ 100-year history—this hall of fame hockey player is building today with the future in mind and, in so doing, inspiring an entirely new generation of fans.

Legacy Laureates were chosen by a Peer Council of prominent business leaders, including Christopher Gavigan, Cofounder and Chief Purpose Officer of The Honest Company; Craig Hatkoff, Cofounder of The Tribeca Film Festival; Herve Humler, Founding Member, President and Chief Operations Officer of The Ritz-Carlton; Toni Ko, Founder of NYX Cosmetics + PERVERSE Sunglasses and Reshma Saujani, Founder of Girls Who Code. Caley Cantrell, the Strategy Chair at the VCU Brandcenter, is the Peer Council’s academic advisor.

About The Legacy Lab
Launched in 2012, The Legacy Lab is a Los Angeles-based think tank exploring the dynamics of long-term brand building in a short-term world. It focuses on ambitious leaders—remarkable men and women who have succeeded in making their brands enduringly unique, inspiring and influential—even as the times, technology and competition change around them. The Legacy Lab is a thought-leadership platform of Team One. Team One is Publicis Groupe's fully integrated aspirational brand agency. For more information, visit and follow all the latest learning on Twitter @thelegacylab and on Facebook @ 

2017-07-26 00:00:00
Team One Wins Indian Motorcycle Media Duties Indian Motorcycle has selected premium and luxury brand agency Team One as its media agency of record. The Publicis Groupe unit now handles the creative, strategy and media-buying and planning for America’s first motorcycle brand. Team One has handled Indian’s creative advertising since 2014. No pitch was held for the multimillion dollar media account.

Reid Wilson, a Polaris marketing executive and current Director of Marketing for Indian Motorcycle said, “Integrating our creative and media efforts with Team One is just another great way for us to win at motorcycles, which has always been our mission. Team One has proven to be a great partner for us in that effort.”

Indian Motorcycle, which was acquired by Polaris® Industries in 2013, is revving its engine as competitors rethink their business strategies. While competitor sales fell in 2016, Indian’s retail sales increased. 

2017-02-16 00:00:00
Team One Named Agency of Record for Samsung’s Dacor Agency will debut new consumer-facing creative work for luxury kitchen brand in June 

Premium and luxury brand agency Team One has won a competitive pitch for Dacor, a subsidiary of Samsung Electronics America that designs, manufactures and distributes American-made, ultra-premium kitchen appliances.

In close partnership with Dacor, Team One will lead creative, strategy, public relations, social, digital, experiential and media planning responsibilities, while Samsung’s media agency, Starcom, will handle media buying duties. Dacor’s refreshed brand creative will be unveiled this summer, reflecting the company’s commitment to providing high-performance and high-style products to consumers passionate about cooking and entertaining.

“We chose Team One because they share our intense ambition for Dacor’s future,” said Chuck Huebner, Dacor president & chief executive officer. “Their deep understanding of affluent customers, along with their creative ideas for the brand, will help us succeed across digital, social and experiential channels.”

“Samsung is a company dedicated to human-centered technology and sublime experience design. Dacor is an ultra-premium kitchen appliance company that embodies craftsmanship, quality and service. The combination of these two organizations is certainly putting the category on notice,” said Julie Michael, president of Team One. 

2017-02-01 00:00:00
TEAM ONE AND LEXUS SERVE UP THE SRIRACHA IS: MAKING A HOT CAR SPICY Team One and Lexus asked ourselves, how do you make a hot car spicy? Put Sriracha in it. Then we turned to founder and CEO of Huy Fong Foods, David Tran, and asked if he wanted to collaborate with us. He said yes.

Introducing the Lexus Sriracha IS. With all the foodie finishes a hot sauce lover needs including:
- A custom paint job with chili-like flecks
- A Sriracha-injected steering wheel
- Temperature settings that go from cool to Sriracha
- Bottle cap green accents on the spindle grille, seat stitching and mood lighting.

Lexus made the vehicle to celebrate the launch of the 2017 Lexus IS sports sedan – a car designed to be bold, provocative and fun. The result is a “thumb-stopping” visual that will make your mouth water.

Want to see how the car was made? Check out our “Sriracha in Everything” video featuring David Tran.

The Sriracha IS will be at the LA Auto Show this week. Team One – the luxury and premium agency within Saatchi & Saatchi – is the agency behind the Sriracha IS. 

2016-11-17 00:00:00
Team One's The Legacy Lab™ Launches Honors Program for Brand Leaders, Names Peer Council Team One's thought-leadership platform and consultancy The Legacy Lab™ has launched The Legacy Lab Honors, an annual peer-voted program recognizing those rare leaders whose brands are making a lasting difference in the world.

"The commercial success enjoyed by so many brands in our Legacy Lab community is matched by equally inspiring stories of personal leadership and ambition," said Mark Miller, founder of The Legacy Lab and chief strategy officer at Team One. "Hearing these stories gave us the idea to honor those brand leaders who inspire us with their ambition, are contributing to profound shifts in culture, and are successfully mobilizing their organization internally and externally to help create lasting change."

Unlike conventional marketing awards, The Legacy Lab Honors will not have an open call for submissions. Rather, the program will bring together a Peer Council comprising such visionary brand leaders as:

Christopher Gavigan, Cofounder of The Honest Company
Craig Hatkoff, Cofounder of the Tribeca Film Festival & the Disruptor Foundation
Herve Humler, Founding Member of The Ritz-Carlton Hotel Company
Toni Ko, Founder of NYX Cosmetics & PERVERSE Sunglasses
Reshma Saujani, Founder of Girls Who Code
Caley Cantrell, Strategy Chair at the VCU Brandcenter (Academic Advisor to the Peer Council)
This council will be tasked with selecting the two laureates: 1) a founder of a brand that has been in business for at least three years; and 2) a "re-founder" who has been leading a more established brand for at least one year.

Laureates will be recognized in two ways. First, their accomplishments will be publicly shared through contemporary media and social channels and, second, laureates will be granted a benefit to pass forward to future leaders.

About The Legacy Lab

Launched in Los Angeles in 2012, Team One's Legacy Lab is a thought-leadership platform and consulting practice exploring the dynamics of long-term brand building in a short-term world, enabling ambitious leaders—remarkable men and women who have succeeded in making their brands enduringly unique, inspiring and influential—even as the times, technology and competition change around them.

The Legacy Lab's central premise is to illuminate the other meaning of "legacy" not as something of depreciating value that holds society back, but as something priceless that's passed forward. It has already developed a diverse and insightful body of knowledge on this important issue through quantitative and qualitative research, semiotics, social listening and in-depth interviews with leaders of some of the world's most influential brands. Our ever-growing community includes the leaders of such influential brands as (RED), The New Yorker, Tribeca Film Festival, Lexus, The Ritz-Carlton and Wimbledon. For more information, visit

Team One is a division of Saatchi & Saatchi North America Inc. For more information, visit 

2016-11-16 00:00:00
TEAM ONE AND LEXUS LAUNCH ANNUAL “DECEMBER TO REMEMBER” SALES EVENT The big red bow and holiday jingle are back as Lexus and Team One launch a new integrated marketing campaign for the annual “December to Remember” sales event.

Anchored by five general market commercials, the ads aim to rekindle adults’ love for the holidays and encourages customers to embrace the childlike sense of wonder that accompanies the season. The spots – with a voiceover that states, “If you’re going to wish, wish big” –position Lexus vehicles as the ultimate object of desire and feature families working together to put in their request to Santa Claus.

The print campaign adopts a similarly playful tone with exclusive illustrations from American artist Andrew Bannecker. The ads show various Lexus vehicles topped with red bows alongside the headline, “Wish, Granted,” and offer a modern interpretation of a classic winter wonderland.

The broadcast spots begin airing Nov. 16 on network and cable television, sports channels and more. You can view the full press release, campaign assets and TV spots here: 

Team One, a luxury and premium agency within Saatchi & Saatchi, is behind the general market campaign. 

2016-11-14 00:00:00
Tim Wettstein Joins Team One As ECD An award-winning veteran of the creative world, Tim Wettstein has joined the fully integrated marketing agency Team One.

With a wealth of international experience including stints in London, Amsterdam and Stockholm, Tim brings additional creative expertise and global cultural perspective to the shop, which includes brands such as Lexus, Indian Motorcycle, EA and The Ritz-Carlton.

“Tim brings a truly integrated way of thinking that will be a perfect addition to the creative leadership team,” said Team One Chief Creative Officer Chris Graves. “He’s a talented creative with a passion for design and problem-solving, and his energy and enthusiasm are contagious. We feel fortunate to have Tim join us at this exciting time and look forward to his leadership in continuing to evolve and push the creative boundaries for our clients.”

Tim is known for his first-to-market executions including the first broadcast TV spot in stereoscopic 3D and the first Interactive Eye Contact Installation that was honored at the AICP Next Awards and is now part of the permanent collection at the Museum of Modern Art in New York. No stranger to firsts, Team One continues to push the industry with market launches such as the unprecedented virtual-reality experience for a broadcast primetime series.

Tim’s passion for finding creative solutions that use technology in innovative ways brought to life Bullseye’s Playground for Target, an immersive, in-store gaming experience allowing the player to physically walk throughout a game and interact with characters within a store environment using Google’s Tango 3D mapping technology. Target was recognized as one of Fast Company’s Most Innovative Companies of 2015 for the initiative.

Tim has also led campaigns for Google, Carl’s Jr, Gillette, Best Buy and Call of Duty and is recognized by Cannes, Webby Awards, CLIO Awards, D&AD, LIA Awards, One Show and the Effie Awards.

A pilot in his spare time and self-declared “engine enthusiast,” Tim’s adoration for cars, motorcycles and planes will bring an added passion to the Lexus brand’s continued design evolution.

Tim will join Executive Director Paul Silverman to lead the Dallas office for the luxury and premium agency. 

2016-08-30 00:00:00