Banjo Duo Strikes Up The Brand

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Names: Ron Walter and Pat Madden

Ages: Walter, 45; Madden, 47

Who they are: Co-founders and partners of Banjo Strategic Entertainment in San Francisco.

Where they're from: Madden and Walter originally collaborated at Hal Riney in San Francisco in 1993 on Walt Disney Co. business. They launched Banjo together in 2000 to create brand-centric original TV content.

%%PULLQUOTE_RIGHT%% What they've done: The pair were the executive producers on NBC's "Degree Road to the Ironman" show for Unilever. They also were the creators of a limited one-hour weekly outdoor adventure series in 2000 also on NBC for outdoor apparel marketer North Face, hosted by Sting. The duo also handled North Face's advertising, which the show reflected.

What's next: Don't be surprised if a Mad Ave holding company at some point brings Banjo into its fold. In the meantime, feature film and TiVo branded entertainment showcases are opportunities.

Stock-in-trade: "There are a ton of people out there taking ideas from Hollywood or ideas of their own and then looking for clients. Our thought is that clients have an opportunity to be more actively involved in the creation of the content."

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