Summer98: A New Cause-First Marketing Agency Launches

Todd Milliner and Paul Velten, who first met as aspiring actors in Chicago over 25 years ago, have reunited to establish Summer98, a marketing agency focused on charitable causes. With extensive backgrounds in Hollywood producing and advertising, the duo aims to merge commercial success with social responsibility. Milliner co-founded Hazy Mills Productions, while Velten started Nimmea Advertising, both of which have included philanthropic efforts. Summer98 represents a formal commitment to enhance their charitable impact, as articulated by Milliner: “For more than 20 years at Hazy Mills, we’ve talked about improving the world around us … it’s about time we put our money where our mouths are.”

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Summer98's mission is to create marketing campaigns that connect respected brands and creative talent with nonprofit organizations. The agency's inaugural campaign, “Kevin Smith Talks Filmmaking with Dogs,” is set to launch on April 11, coinciding with National Pet Day. This campaign promotes Much Love Animal Shelter and Hera the Dog Vodka, a brand that donates 50% of its profits to rescue programs. The collaboration aims to leverage the authenticity of filmmaker Kevin Smith, a dog owner and advocate for rescue animals, to enhance the campaign's credibility.

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Milliner and Velten emphasize that many nonprofits struggle with marketing due to limited resources. Velten noted, “Marketing is something that charities have a really difficult time with,” highlighting the operational challenges faced by these organizations. Summer98 seeks to alleviate these burdens by providing access to professional talent and production capabilities that nonprofits typically cannot afford. This approach allows charities to focus on their core missions, whether that involves animal rescue, cancer awareness, or child nutrition.

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A distinguishing feature of Summer98 is its commitment to “leading with humor” in its campaigns, contrasting with the often somber tone of traditional charity advertisements. Velten explained that many charities prefer a more uplifting approach, stating, “They don’t want everybody to feel down and sullen… we want to do something that’s fun.” This strategy aims to engage audiences in a positive manner while still addressing serious causes.

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Summer98 is actively seeking partnerships with various organizations, including No Kid Hungry, Thirst Project, and Cancer Schmancer. Velten affirmed, “Summer98 is open for business to unite charities and brands,” indicating a proactive approach to expanding their impact in the nonprofit sector.

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With its innovative model, Summer98 aims to redefine charity marketing by combining creativity, humor, and social responsibility. As the agency prepares to launch its first campaign, it positions itself as a valuable ally for nonprofits seeking to enhance their visibility and effectiveness in promoting their causes.

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