Narrative History of ignition, Inc.

ignition, a family-owned and operated business, was founded by Dill and Susan Driscoll on a simple notion: we exist to make a positive difference in people’s lives. This statement embodies the core of who we are, how we act, and what we do.  We believe there is unbelievable power in the human touch and positive human energy. Genuine person-to-person interaction is responsible for sparking some of the largest movements in history.  If harnessed for good, the human touch can make a lasting positive difference in the lives of individuals, families, communities, cities, nations, and the world.

Since our inception in 1997, the marketing environment has progressed commensurate with advancements in technology. Today, more than ever before, companies must work harder to capture and hold the increasingly fragmented public attention. ignition has been at the forefront of a new vision to further develop our core service offerings in the areas of strategic asset management and development. We maintain a keen focus on the human interactive experience and how it enhances the consumer’s overall relationship to a brand. 

At ignition, we believe that in today’s on-demand world, the human interactive experience is imperative to a cohesive, comprehensive and effective marketing mix. Incorporating the human touch in the development and implementation of every campaign and program is critical. We also believe that sustainability must be a part of everything we do.  As committed environmental leaders in the industry, we continually assess, reduce, and offset our environmental footprint whenever possible.  Increasingly, we work with clients who have shown a desire to be sustainable or have made real commitments to environmental and social causes.

One of the initial programs created by ignition paved the way for what has become the foundation of the company’s core competencies. For Whamo’s birthday celebrations of the Frisbee, Hula-Hoop, and Hackey Sack, ignition launched two ignitors on a 50 city-50 day tour in a branded VW Beetle as an innovative, unique, and creative public relations solution that focused on the human touch.  By visiting museums, schools, and radio and television stations, we delivered a simple yet precise selling message and created thousands of interactive opportunities for the Whamo brands.

This early project was exemplary of the foundation of ignition: innovative and impactful programs focused on human interaction that could evolve and be flexible as the client and/or product’s needs evolved.  Throughout, ignition stayed focused on training and execution, on-time and on-budget—values that are still central to the work philosophy of ignition. 

Growing from these initial competencies in grassroots programs, ignition has also led the way in other ground breaking endeavors such as Coca-Cola’s first Olympic Torch Relay mobile marketing activation in 1996, the first-ever global Olympic Torch Relay in 2004, and first ever FIFA World Cup Trophy Tour.  We have also had opportunity to bring Embraer jets to market through a nationwide product showcase, organize a run around the world with the Blue Planet Run Foundation to raise awareness for safe drinking water, take college tailgating to a whole new level with ESPN the Magazine’s GRIDIRON Blowout Tour, and many more.

In 2008, ignition furthered the founding goal of making a positive difference in people’s lives, most notably through the execution of Coca-Cola’s sponsorship of the Beijing Olympic Torch Relay and the formation of a Social Experiential marketing practice. The Beijing 2008 Relay, spanning the globe over 130 days, was the longest in its history and was reputed to have been the largest mobile marketing event in the world, touching more people than any other marketing event to date. Also in 2008, ignition launched its Social Experiential marketing practice to apply the power of experiential marketing to connect brands and people with social and environmental causes in innovative and sustainable ways -- creating culturally leading brand marketing experiences that enable real social change.  We are proud to be working with some of the most influential clients including the Bill & Melinda Gates Foundation, the United Nations Foundation, Glaceau VitaminWater, The Coca-Cola Company, Dow Chemical, CARE and Live Earth on a wide spectrum of causes including safe drinking water, malaria prevention, food security, recycling, women's empowerment, climate protection and breast cancer.

In 2009, ignition moved to put a longevity plan in place with the expansion of its ownership team to include Mikey & Cindy-Ann (CA) Hersom.  This year will also be a year of continued development for our Social-Experiential team as they grow our business efforts with clients who want to connect brands and people with social and environmental causes.  We will also go into full swing on two of our most enduring and iconic global projects with The Coca-Cola Company with the Vancouver 2010 Olympic Torch Relay and the FIFA World Cup™ Trophy Tour supporting the FIFA World Cup that will take place in South Africa in 2010.

We will continue to create innovative ideas and strategies for our clients who give ignition the opportunity to develop and execute some of the most original and powerful programs in experiential marketing.

Join us in making this year one of positive human energy in all that we do, and thanks for letting us partner with you on our continued journey to make a positive difference in people's lives.