Marketing Masters — October 2008 - (Page 15)

❚❙ top marketer Top Integrated Marketer Jeff Fischer Senior Vice President/Managing Director, Universal McCann Baby Power Though Jeff Fischer has been with Universal McCann for less than a year, working as the senior vice president and managing director on the Johnson & Johnson account, he has attained a consummate understanding of why certain initiatives work “as opposed to siphoning off money for different media channels” just for the sake of creating an integrated program. That sounds—and is—perfunctory with no real thought or reason behind it. And it’s not how Fischer, who previously worked at Starcom as a director of its Procter & Gamble print team, operates when developing and executing integrated programs. “We’re looking to strike a balance between what we know works and what we think is going to be new and interesting,” he explains. “We put a high emphasis on accountability showing that any program that we develop delivers against our ingoing objective.” with moms and the Johnson and Johnson baby products franchise; it was also finding the right message that would resonate with moms bonding with their babies. “We wanted to make that live through all the channels that we work on with Meredith,” says Fischer. Dealing with Challenges “Even in an era where people are calling for integration, it’s still hard to get partners to deliver the assets in a meaningful way,” he admits. “Everybody talks about wanting it but the execution is hard to pull off. There’s still a gap that needs to be bridged.” Always Be Open Fisher, who once worked in integrated sales for the Time Inc. publication, This Old House, has these best practices to offer when it comes to creating and implementing integrated efforts. • “Make sure everyone has a meaningful voice at the table.” • “It’s critical for agency people to provide potential partners with information that will help them develop meaningful programs.” • “Nothing is off the table. Be open to possibilities whether they derive from something that’s traditional or something that’s new and outside of our comfort area.” ■ Consumers Come First Like most advertising/marketing practitioners, Fischer feels consumers come first and that certainly was the case for a recent program he worked on with Meredith, which encompassed in-book (i.e. American Baby, Parents), digital and VOD elements.The goal was to forge a connection ▶ Wired, continued from page 1 various vehicles; they were also invited to an exclusive VIP party at the Wired Store. Other highlights were an ad that ran in the November issue of the Wired Store catalog; a G37 Coupe Wired Store online page; a sweepstakes giveaway promotion at the store on behalf of Infiniti; a Wired Store promotional ad with Infiniti logo; and Infiniti and BlackBerry sweepstakes signage at the store. be more of a challenge than in previous years,” says Caitie Murphy, Wired’s director of integrated marketing. “Due to new vehicle installation regulations in NYC, we encountered some resistance from the local Fire Department. We learned that in the future, we need to work very closely with them every step of the way, as there is no official rule book or permit for such installations.” Smashing Finale Infiniti received positive feedback from the Wired Store shoppers. Nearly a third of surveyed shoppers improved their opinions of Infiniti and a third were now more likely to purchase an Infiniti vehicle. Best Practices “What made this program a success was not only its seamless integration, but also how synergistic it was with Infiniti’s goals,” adds Murphy. “For a program to work, every element must tie back to what the advertiser wants to achieve, and the integration must be customized in a way that fits naturally with those objectives.” ■ Lessons Learned “The in-store vehicle display proved to October 2008 ❚ minonline.com min ❚ Marketing Masters Issue 15 http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.