NEW YORK: Newly launched agency Daddi Brand Communications is building a reality TV program about the letters children send each year to Santa.
President and founder William Daddi said the initiative would set the tone for the firm's future work, which will combine traditional PR with promotions, grassroots marketing, and entertainment integration.
The Dear Santa TV show will bring to life the United States Postal Service's (USPS) ongoing "Operation Santa" project, which tries to fulfill the Christmas wishes of real letters sent to Santa.
Daddi and partner Mann Made Productions approached USPS with the idea.
Lions Gate Entertainment and Renegade 83 will act as producers, with Omnicom unit Full Circle Entertainment doing some of the integration work.
The program will air December 9 on Fox.
In addition to the TV show, Daddi also worked with Lions Gate's music division to develop a compilation holiday CD featuring such artists as Alicia Keys, Nick Lachey, and Vonzell Solomon. The CD will be sold through post office branches.
"We hope to make this an annual franchise," Daddi said.
Daddi noted that the trend toward consumer-controlled content requires firms to adopt more integrated strategies. "In order to be effective and communicate on behalf of a brand, we as an industry have to begin to aggressively diversify from what our traditional approach has been," he said.
Daddi most recently worked as president of Demand, the consumer arm of medical agency Belsito & Co., which closed its doors last month. Before that, he was head of Euro RSCG Magnet's national consumer practice.