Patrimonial Addition: NEW agency
We proudly announce the addition of the NEW archive to IDA’s collection.
NEW is a London-based agency founded in 2015 by Carlos Bayala and Alex Pentland. Defined as a 'Creative Sciences Company', the agency integrates graphic and audiovisual arts, data analytics, psychology, and behavioral anthropology. Dedicated to researching and implementing the treatment known as "Complex communicational issues", NEW caters clients such as NASA in the United States (by developing the EGS brand, Exploration Ground Systems in Cape Canaveral and rebranding the LCC, Launch Control Center, for which they made a permanent installation at the Kennedy Space Center); Comunes in Colombia (formerly known as FARC), a group they have counseled since before the signing of the Peace Agreement; and the UNHCR/UNHCR, by analyzing the problem of refugees in the world using Argentina as a test country.
The agency also produces branding, advertising, and commercial marketing for brands like Andes Origen, Bodega Dante Robino, Porongo mate herb, and LEGO toys. In addition, he develops large-scale social projects such as "Caballo Azul" in Buenos Aires. The team from Buenos Aires, London, Mexico City, Los Angeles and Boston includes: Gustavo Santaolalla, Ignacio Gonzalez, Federico García Arias, Estefanía Iselli, Patricio Cornejo Stegmann, Nicolás Pereiró, Nicolás Suárez, Paula Díaz Bonilla, Pepa Fernández and Eugenia Costanti.
The addition of the patrimonial collection was broadcasted from the London office.