clipped from www.adweek.com

Q&A: Feed's Warner

By
Gregory Solman

Josh Warner

LOS ANGELES Josh Warner, 48, is president of The Feed Company in Los Angeles, which he founded late last year.

The company has seeded viral (he prefers "social") video hits such as RayBan's "Catch" from Omnicom's Cutwater (in which sun glasses are tossed at a man who catches them on his face, despite the increasingly unlikely scenarios) and General Motor's "Robot" from Interpublic Group's Deutsch/LA.

Q: What's the biggest myth about viral video?

A: That it will market itself. Good viral takes a lot of work. Eepybird, started by two guys from Maine, spent six months getting two minutes of footage of Mentos being dropped in Diet Coke bottles and causing an explosion.