Organic, Inc.

Organic, Inc.

Organic, Inc. is a digital advertising agency headquartered in San Francisco with offices in Detroit, New York, London, and Los Angeles. It was founded in 1993 with less than $5,000[1] by Jonathan Nelson, Matthew Nelson, Brian Behlendorf and Cliff Skolnick primarily to design and build commercial web sites.[2]. After being led for seven years by former Linden Lab CEO Mark Kingdon, the current acting CEO role is held by Marita Scarfi (CFO/COO).



Originally known as Organic Online before changing its name to Organic Inc., the company was founded as the first marketing & advertising agency focused solely on the Internet.[citation needed] They created the internet's first banner ads, which ran on HotWired. Organic completed an initial public offering in February 2000[3], but like many dot-com companies, Organic was adversely affected when the Dot-com bubble burst and drastically reduced its size. It was re-privatized in 2001, and in 2003, became a wholly owned subsidiary of advertising holding company Omnicom Group[4].

Use of Personas

Organic, Inc. has claimed to be an innovator the creation of ethnographic "personas" for target customers. While not the first company to do this, Organic has been recognized for physically realizing its virtual personas, in some cases furnishing entire living rooms around the lives of notional customers, complete with favorite snacks and exercise equipment.[5]

Use of Technology

Organic, Inc. has been home to several noteworthy technology projects, including early sponsorship of the open source Apache webserver[6][7] and development of the software product that became the web analytics company Accrue[2], later spun off as a separate entity in 1996.

More recently, Organic, Inc. formed Organic Product Development, a multi-discipline in-house product development team, tasked with developing highly desirable yet useful applications for consumers. These products will be delivered directly from agency to consumer and leverages deep user experience design and technology heritage.

Its first product, an iPad application called BroadFeed, debuted in March 2011.

Abridged Client List


  1. ^ Farmer, Melanie Austria & Girard, Kim. Organic IPO a test case in the tough services market, CNet, February 4, 2000. Retrieved on 2009-07-04.
  2. ^ a b Schwartzman, Eric with Nelson, Jonathon. On the Record...Online with Organic Chairman Jonathan Nelson, iPressroom, 2006-12-08, Retrieved on 2009-07-04.
  3. ^ Koffey, Nicole. Organic (OGNC) to Open Strong, Forbes, 2000-02-02. Retrieved on 2009-07-03.
  4. ^ Mack, Ann M. Omnicom Confirms Organic Purchase, AdWeek, 2003-03-03. Retrieved on 2009-07-03.
  5. ^ Chon, Gina. Chrysler’s Made-Up Customers Get Real Living Space at Agency Wall Street Journal, 2006-01-04. Retrieved on 2009-07-04.
  6. ^ Fielding, Roy T., Hartill, Rob, Robinson, David, et. al. About the Apache Server Project, Apache documentation README, July 2000. Retrieved on 2009-07-04.
  7. ^ Engelschall, Ralf S. The Apache Desktop Reference, Addison Wesley, 2000-12. Retrieved on 2009-07-04.
  8. ^ Reebok selects Organic as online agency of record, Retrieved on 2009-07-04
  9. ^ a b Organic, Inc. homepage, Retrieved on 2009-07-04

External links

Wikimedia Foundation. 2010.

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