MITX - Massachusetts Innovation & Technology Exchange


April, 2013

Allen & Gerritsen Introduces Groundbreaking New Multi-media Web Content Series, To Appear On

Called "#afewgoodminutes," the series will provide up-close access to some of the world's most dynamic marketers, celebrities, and brand-builders

BOSTON, MA (April 10, 2013) - Allen & Gerritsen (a&g) today announces the premiere of a dynamic new short-form web content series titled #afewgoodminutes, which will appear on The series will combine the marketing and advertising acumen of a&g with Ad Age's global reach. With #afewgoodminutes, viewers will go behind-the-scenes to hear riveting interviews with leading celebrities, marketers and creative directors from some of the world's most influential brands.

The series, hosted by a&g's SVP/Creator of Opportunities Joel Idelson, deftly blends marketing and business insight along with humor and pop-culture references in sharp, entertaining five-minute packages. Idelson's charismatic interview style provides guests a comfortable environment in which to open-up as they discuss their unique stories, and the experiences - triumphs and failures alike - that moved them to the apex of their professions.

#afewgoodminutes episodes are filmed on location using multiple high-definition cameras that bring viewers closer to the subjects and their expressions than ever before. The inaugural pilot episode, featuring international hip-hop legend and business magnate Russell Simmons*, will appear on beginning on April 10. Through thoughtful and provocative banter, Idelson asks Simmons to expound on topics ranging from how he views competition to his thoughts on philanthropy and entrepreneurship, to how he ended up with the nickname "Rush."

"What would you ask if given five minutes to talk to an entertainment or marketing legend?," asks Idelson. "When we developed #afewgoodminutes, we wanted to give the audience a unique glimpse into how global marketing leaders like Russell Simmons got where they are today, how they created or enhanced their brands, and what the future has in store for them."

"Our audience is interested in the rockstars of marketing - the CMOs and advertising pioneers who are innovating and spurring their peers to think differently and more creatively. We're happy to work with Allen & Gerritsen to showcase some of these folks in #afewgoodminutes," said Abbey Klaassen, editor of Ad Age.

Future #afewgoodminutes episodes will include major players in the entertainment industry as well as key marketing executives from worldwide brands like PepsiCo, American Express, JetBlue, Converse and FourSquare. #afewgoodminutes will uncover the often-overlooked connection between celebrity and marketing, and provide viewers with rare insights into these people's personal branding stories.

"We've pulled out all the stops to ensure that #afewgoodminutes has the look and feel of a primetime interview program," said Allen & Gerritsen CEO Andrew Graff. "Along with Advertising Age we are raising the bar on the interview format and delivering compelling content in the most innovative way possible."

Allen & Gerritsen will produce and host each of the episodes, and will provide additional #afewgoodminutes content on its website and via the company's social channels. For more information about a&g, including a comprehensive creative portfolio and client roster, please visit, become a fan on our Facebook page, or follow @AllenGerritsen on Twitter.

* To watch the #afewgoodminutes pilot episode featuring Russell Simmons, click here:


About Allen & Gerritsen

Allen & Gerritsen (a&g) is a 27-year-old advertising agency with an entrepreneurial spirit. Always focused on what's next, we view the agency as a lab, incubating ideas to build business. a&g has been ranked number one by Advertising Age as "Best Place to Work in Marketing & Media" in the US for two consecutive years (2011-2012) and named a Best Place to Work in Massachusetts by both the Boston Globe and the Boston Business Journal. Our client roster is comprised of a mix of consumer and BtoB brands, including: The Boston Celtics, Bright Horizons Family Solutions, City Year, Comcast, Friendly's, Kamik Footwear, MFS Investment Management, Museum of Science, Boston, Raymond Corporation (a division of Toyota Industries Corporation), Toy State, Waters Corporation and Zildjian.

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