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Partners in Crime: STEPHEN GOLDBLATT AND LEE EINHORN CRAFT UNIQUE CREATIVE WITH AN ASSIST FROM A ROBUST FREELANCER NETWORK.

Partners in Crime may only have a full-time staff of two, but its reach is wide. Since starting in 2015, the agency has worked with clients like eBay, REI and Sheraton. It handles this heavy load through the help of freelancers--or what Partners in Crime's founder, industry vet Stephen Goldblatt calls the "independent workforce." Growing frustration with the traditional agency model, Goldblatt said, has resulted in a boom in talented, capable freelancers--and Goldblatt and partner Lee Einhorn recruit them to work on their own clients. "We curate teams based on what's needed," he explained. This approach allows Partners in Crime "to scale up and staff up as needed, then scale down and go back to a two- to three-person company," according to Goldblatt. It also allows the duo to handle much of the creative work in-house, including photography and video production. The agency recently spearheaded a complete brand refresh for travel management company TripActions, which included a new logo and website as well as an office redesign. Due to its location in San Francisco, just a few miles north of startup hub Silicon Valley, Partners in Crime's work often involves helping a client create its initial branding--allowing the agency to become "not just a marketing partner for these companies, but a part of the companies themselves," Goldblatt said.

BY DIANA PEARL

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Who Stephen Goldblatt, founder; Lee Einhorn, partner What Creative syndicate Where San Francisco 1 Partners in Crime's first major campaign, for True Key, was a musical ode to what makes people unique--a nod to the client's facial recognition tool. 2 For My/Mo Mochi Ice Cream, the shop's summer campaign revolved around taking a moment for yourself--with My/Mo, "the snack that gets you," 3 "Mob the Rainbow" was the tagline Partners in Crime created for Skittles' social media campaign.

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Title Annotation:AGENCY
Author:Pearl, Diana
Publication:ADWEEK
Date:Sep 24, 2018
Words:313
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