Backyard.com – Quite a ProductionMike Sullivan
Backyard produces creative content for some of the best ad agencies and top brands in the world. Headquartered in Culver City, CA, their team of talented directors and seasoned producers deliver a collaborative creative process that builds happy client relationships.
The Backyard brand is nearly 30 years old. Fellow Chicagoan, Founder, and current CMO/Managing Director of Backyard, Roy Skillicorn talks about the company and the domain that represents it.
Mike: I read that you founded Backyard with Chicago photographer Tony D’Orio in 1988 while you were working as a rep for PIXAR. What inspired the idea for Backyard and what was your vision at the time?
Roy: I was a rep for Pixar, Colossal Pictures, and HKM at the time I started Backyard. All were start ups that I helped establish by not only finding them their first projects but also repped them all throughout the eighties. Since I had had such luck finding initial work for companies that soon became powerhouse live action and animation entities, I asked them all if they wouldn’t mind me starting something in Chicago for local work. They all agreed to allow me to rep them while starting Backyard. After the first 6 months I took on a partner who had been a student of mine when I was a young high school art teacher. He helped in numerous ways including back office tasks, bidding and production leaving me to what I enjoyed: sales. My vision for Backyard at the time was to create destination to do smaller, local work while keeping my representation business going for the big national work I was enjoying. When bigger national work started coming in for us at Backyard, I folded Skillicorn & Associates, my representation company, to focus 100% on Backyard. This proved to be the right move and we soon were getting work from the best agencies in NYC and from the west coast. I moved the entire company including the secretaries and assistants to Los Angeles where we eventually became a $50 million company.
Mike: You founded Backyard in 1988 and domain names were hardly even in existence. When did you aquire Backyard.com and did you purchase it on the aftermarket from someone or were you the first to register it?
Roy: We were early and we were the first to register it.
Mike: You’ve recently returned to Backyard after founding it and building it into a successful company, then founding the award winning Seed Media Arts. What brought you back to Backyard?
Roy: Upon selling Backyard in 2011, I started Seed Media Arts and modeled it after the changes I had suggested to my partner and producers at Backyard. I saw the business changing, where the advertising and marketing business was headed from being on the street and by talking to hundreds of clients and agency folk. Those changes were rejected though. I was and I still continue to be on the street and in the trenches. That gives me insight into the future and at that time, I saw what was coming in 2008-2010. I created Seed with very little overhead.
Intermittently I judged the the goings on at Backyard, being the company I started. I continually heard that directors and producers that I had hired over the 22 years, were leaving. Later, I saw that the new management and owners even discarded the iconic logo that my wife had designed, a logo that was so well liked, well known and respected. Then I heard that the company had finally downsized as I had suggested years before. Recently I came to find out that all the directors I had brought to the company and all but one producer had left and that it had been sold to a new owner. As fate would have it, I found the owner lives in Chicago and I clicked “connect” on Linkedin. He contacted me soon after and asked me to rejoin the Backyard team as Managing Director.
Mike: How important has the name Backyard.com been to the company’s success? Do you feel you would have achieved the same results had you registered a name like “BackyardProductions.com?”
Roy: Backyard Productions is the real name of the company BUT everyone calls it Backyard and as the name connotes, it is a friendly and casual place. Backyard.com just made sense. Simple is always the best.