Recently, Ad Age’s editors compiled a list of the top 18
individuals who have transformed the Digital Marketing space in 2014. While
some are from companies and brands known for being innovative and developing
strong advertising, such as Coca-Cola and Dove, others are from organizations
such as IBM and SAP who are more known for pushing B2B content rather than
interacting directly with traditional consumers. Perhaps the most interesting part of this article for me was reading about what technologies and apps they are using and where they see the future going.
Michael Accavitti: Senior VP- General Manager, Acura.
Michael transformed the way Acura approached advertising this year by moving
from broadcast prime-time TV to predominantly digital media ads, more
specifically social media and digital video.
A large portion of this strategy rested on Acura’s ability to target
consumers based on the device they are using to connect with the brand and the
number of exposures they have had to their campaigns.
Tom Bick: Sr. Director Integrated Marketing, Kraft. This
year Tom Bick was on a mission to make Michael Bacon, Kevin Bacon’s brother,
the most-followed Bacon on Twitter. It is through his unusual, out-of-the-box
ideas such as this one, that he is looking to bring relevance back to Oscar
Meyer.
Sabrina Caluori: VP Digital and Social Media, HBO. Sabrina
has built her success not by adding in social media marketing as a component of
a company’s marketing strategy, but as a driver. Her social-media roast campaign,
Roast Joffrey, generated almost 800 million earned impressions and kept Game of
Thrones top of mind even when it was off the air.
Kristen D’Arcy: VP Global Digital, Coty. Kristen led the
fragrance industry into the world of Snapchat by featuring behind-the-scenes
content from a TV and print shoot. Not only did this campaign generate millions
of views, but it revived the struggling cK One brand.
Jennifer Healan: Group Director Integrated Marketing,
Coca-Cola. Though she is at the center of what is perhaps one of the best
campaigns of the year, “Share a Coke,” what she is most proud of is the “It’s
Beautiful” 2014 Super Bowl campaign celebrating diversity.
Gail Horwood: VP Worldwide Digital Strategy, Johnson &
Johnson. During the 2014 World Cup, she
helped launch J&J’s first real-time social-media newsroom, developing
real-time tweets to connect J&J products with the live action of the games.
Andrew Markowitz: Director Global Digital Strategy, GE.
While his marketing efforts may not by seen by the average consumer he worked
to align GE with major marketing-automation partners, making it easier for salespeople
to sell to customers by providing the salesforce with consumer insights.
Colleen McDuffe: Senior Director Social, Digital &
Loyalty, Samsung. When she joined Samsung the company didn’t have much of a
digital presence. Today, it is known as one of the innovators, due to campaigns
such as the Oscar “selfie” and the launch of Jay-Z’s record on Samsung Galaxy
phones.
Steve Miles: Global Senior VP, Unilever’s Dove. Perhaps one
of the most universally known campaigns, “Real Beauty Sketches” created under
his direction, as received 180 million views to date. Because of him, Dove has
recognized its fourth straight year of share growth.
Gail Moody-Byrd: Head of Integrated Plan Digital Services,
SAP Marketing. She focuses a lot of her
attention on social-listening tools as a way of understanding how consumers
want to be spoken to, when to contact them, and the types of messages they
should be served.
Liz Nixon: Digital & Social Media Marketing, AT&T
Mobility. She was one of the minds behind “SummerBreak”, a reality-TV show
created specifically to target a younger generation whose lives are built
around mobile devices, yet feel no loyalty to particular networks.
Atiq Rafiq: Senior VP-Chief Digital Officer, McDonald’s.
Rafiq is McDonalds’ first chief digital officer, and joined the company to
build “everyday convenience” for the brand. He recently opened a McDonald’s
office in San Francisco in order to ensure they attracted the best digital
talent.
Brandon Rhoten: VP Digital & Social Media; Wendy’s. He
took digital from focusing solely on display ads to becoming central to nearly
all of Wendy’s campaigns. He is also responsible for mobile-payment
capabilities at about 75% of chains.
Ann Rubin: VP Branded Content & Global Creative, IBM.
Her goal is to “deliver the right content at the right time on exactly the
platform people want it on.” Perhaps that was best exemplified through her
campaign, “Sessions,” which used sounds from US Open matches to create live
streaming music.
Gibu Thomas: Senior VP E-Commerce & Mobile, Walmart.
Although e-commerce for Walmart has grown faster than Amazon for the past two
years, it is still only 3% of the company’s overall business. Thomas’s goal is
to ignite e-commerce growth for Walmart through components such as digital
loyalty programs.
Brad Walters: Director Social Media, Lowe’s. Lowes’ digital
strategy is that they must not just be present on a social media platform but that
they must find a way to add value to consumers by being there. With 3.5 million
Pinterest viewers it seems as though this strategy is working for them.
Ben Wilson: Marketing Director, Reckitt Benckiser. Working
on Durex, Wilson finds himself often limited by what is allowed to be shown on
TV. With digital, however, he has been able to push the envelope and create ads
that truly stand out in consumers’ minds.
Catriona Woodward: Digital Marketing Innovation Manager,
British Airways. She was tasked with perhaps one of the more difficult challenges
- taking the incredibly successful “Magic of Flying” campaign and making sure
that she kept the campaign strong and innovative. Her approach to marketing is that digital and
traditional should be interwoven, rather than kept separate to develop the most
impactful campaign.
Source: http://adage.com/article/digital/meet-ad-age-s-2014-top-digital-marketers/294931/?utm_source=mediaworks&utm_medium=newsletter&utm_campaign=adage&ttl=1411413727#Bick
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