Barry Krause, indefatigable adman supreme for 30 years, and now head of Suite Partners, Inc., has transformed with the times into, believe it or not – the world’s largest producer of YouTube programming.
Krause is the former president of JWT Chicago and before that 20 years as the chairman and president of successive Publicis & Hal Riney ad agencies. To realize his skills in persuasion arts and sciences to benefit brands, he formed Suite Partners in 2009 in River North offices at 405 W. Superior and acquired some 50 employees along the way.
The Suite center is LiveLab Studio, best described as “a local brand content factory, conversation studio, production and performance venue and experience creation company.”
The LiveLab Network officially launches as part of Chicago Ideas Week Oct. 11. Starting at 10 a.m., Krause will be “Introducing the LiveLab Brand Conversation and Content” as the newest direction in online programming and how that content applies to advertising, marketing, branding and social media.
It will be easier to grasp LiveLab’s many futuristic implications when seen in action both on Thursday and on Saturday, Oct. 13, when prolific digital media inventor and interactive game developer Robert Tercek speaks on “Inventing the Future with Robert Tercek” as part of Chicago Ideas Week.
Both events take place at LiveLab’s modernistic, shiny chrome and glass studio at 678 N. Wells (formerly Sears’ owned Kenmore Studios now at 233 W. Huron). The two-story studio space has been refitted with the latest state-of-the-art capabilities. Cameras everywhere stream ongoing live shows, consumers conversations and interaction with brands. Production in progress and live editing on the fly.
Wired-in monitors and big screens are everywhere, dominated by a massive 10-ft. diagonal interactive Touchscreen that will be central to Krause’s talk on Thursday. Images are projected on walls, soffits and ceilings. Some 200 guests can be accommodated for the events.
According to Krause on video, LiveLab productions are “reality on the web, not contrived, unscripted reality put together with technology streaming out on the newest high tech equipment. It’s a real time world. Our mantra is like, touch, feel, see what is there to love these brands.”
“We never sell, we never present. We capture these conversations and interactions live, and we stream 24/7 all the time. We are always streaming.”
Among LiveLab’s clients are Sears Brands Kenmore, Craftsman and DieHard batteries; Bosch, Whirlpool and Electrolux appliances; Nike, L-LG, Accenture and Cars.com.
A big concept takes a big staff and LiveLab has recruited some of the city’s top talent. They include Catherine McIntyre-Velky, director of projects; EP Tammy Brody; CD Judy Faulkner Krause; Project Greenlight winner Pete Jones, Project Cinematic writer/director; technical director Ken Hale; artistic director Steve Hylen; program executive Mike Cacicio; act managers Nick Cosentino and, Meredith Brown; graphics designer Ben Roach; sound engineer Brian Lucas and social media communications manager Jason Ferrari.
CEO Krause, chief of staff Dan Dahlen, and managing director Greg Jones are the management team.
To secure a seat for Saturday’s Robert Tercek event, contact Potts Mueller Events Company at events@pottsmueller.com.
