BtoB - 2008 Marketers Resource Guide - (Page 51) Patti Temple Rocks What: VP-global Laurie Tucker What: Senior VP-cor- John Dooner What: ChairmanCEO Where: Ian Karnell What: CEO Where: Mike O’Toole What: Exec VP-partner Where: PJA Advertising+Marketing, Cambridge, Mass. Why: Under O’Toole’s leadership, PJA grew its revenue by more than 30% in 2006, adding new clients Bacou-Dalloz, Gene Logic, SAVVIS, TAC and TriZetto Group. It developed campaigns including Boston Scientific’s “We Can and We Will,” Novell’s “Your Linux Is Ready” and Invitrogen’s “Less. More.” It also created a campaign to promote Novell’s partnership with Microsoft. public affairs and corporate brand Where: Dow Chemical Co., Midland, Mich. Why: Rocks leads Dow’s corporate branding and reputation initiatives. Last year, she oversaw the launch of “Human Element,” one of the most significant global ad campaigns in Dow’s history. The integrated campaign focuses on Dow’s efforts to address social and environmental problems. This year, the campaign expanded into Europe and Asia. (Update: Patti Temple Rocks’ title is now VP-global communications and reputation.) porate marketing Where: FedEx Corp., Memphis Why: Tucker leads global marketing at FedEx, including branding, advertising, sponsorships, events and marketing communications. Under her direction, FedEx has beefed up its sports marketing efforts this year, including two TV commercials during Super Bowl XLI, a campaign promoting its sponsorship of the FedEx Cup/PGA Tour and continued NFL and NASCAR sponsorships. McCann Worldgroup, New York Why: McCann won significant new b-to-b business last year, including Hewlett-Packard Co.’s personal computer business in the U.S., Europe, Middle East and Africa, estimated at $230 million, and the Nortel Networks account, estimated at $50 million. It also created such campaigns as Microsoft Corp.’s “People-Ready Business,” Hitachi’s “True Stories” and Verizon Wireless’ “It’s the Network.” One to One Interactive, Boston Why: Under Karnell’s leadership, One to One Interactive more than doubled its revenue last year, picking up new business from Cox Cable, Roche’s pharmaceuticals division and Starwood Hotels. It developed interactive marketing programs for Roche, GlaxoSmithKline and SunTrust, and it acquired online technology company AdTools. The agency also added new services around social networking. Greg Salah What: VP-marketing Where: USG Corp., Chicago Why: Salah, Connie Weaver What: Exec VP-CMO Where: John Favalo What: Managing Laura Lang What: President Where: Digitas, Boston Why: Digitas Martin Reidy What: CEO Where: who has been with USG for 22 years, oversees product and segment marketing, market research, brand and product management, advertising, sports marketing and interactive marketing at USG, a building products company. Last year, he led development of a major branding campaign with the tagline, “Down with dust,” which won several awards at the 2007 BMA Pro-Comm Awards. (Update: Greg Salah’s title is now senior VP-sales and marketing, building systems.) BearingPoint, McLean, Va. Why: Weaver, who joined BearingPoint as CMO two years ago, has global responsibility for marketing, branding, investor relations and communications. This year, she oversaw the launch of “We Get Things Done. Differently,” BearingPoint’s first major brand campaign since it changed its name from KPMG Consulting in 2002. The marketing program includes brand identity, positioning, internal communications, sales tools and an integrated ad campaign. partner-Group B2B Where: Eric Mower & Associates, Syracuse, N.Y. Why: Favalo served as chairman of the Business Marketing Association for the 2006-07 term. He also leads the b-to-b practice at Eric Mower & Associates, which grew its business by more than 10% last year. The agency added new clients including BernzOmatic, a division of Newell Rubbermaid; Carrier Corp.’s replacement components division; Delta Consolidated; and GlobalSpec. grew its business significantly last year, adding new assignments from AT&T, Home Depot, Intercontinental Hotels Group, Turner Entertainment and Whirlpool. It created compelling interactive marketing programs for clients, including “Executive Interactive Channel” for IBM, “ AT&T Networking Exchange” and “Standing Out in the Crowd” for American Express OPEN. (Update: Laura Lang’s title is now CEO.) Publicis Modem, San Francisco Why: Publicis Modem, formerly Modem Media, grew its b-to-b business by more than 30% in 2006. It was named interactive agency of record for HP’s Technology Solutions Group and Personal Systems Group in Europe, the Middle East and Africa, and it created interactive campaigns such as HP’s “ProCurve Netwoking,” HP’s “Tea Running” and Ericsson’s “Volvo Ocean Race.” Rick Segal What: CEO Where: Brian McAndrews Bill Gray and Carla Hendra What: Co-CEOs Where: Ogilvy North America, New York Why: UnWhat: President-CEO Where: aQuantive, Seattle Why: McAn- Marcella Shinder What: VP-brand AGENCIES Carl Anderson What: President-CEO Where: Doremus, New York Why: marketing and strategy Where: OPEN from American Express, New York Why: Shinder is responsible for developing a comprehensive brand marketing program for OPEN, the American Express business that serves small businesses. She oversaw “Make Mine a Milliondollar Business,” a promotion aimed at women entrepreneurs; launched OPEN Forum, an online community of small-business owners; and helped develop “OPEN Book,” a guide for small businesses. Judith Sim What: Senior VPCMO Where: Oracle Under Anderson’s direction, Doremus grew its business by more than 30% last year, winning new accounts including Hyperion, Lehman Brothers, NASD, Office Depot, Russell Investment Group and Sun Microsystems. Doremus continued its innovative work in developing campaigns such as ITT’s “Engineered for Life,” Knight Capital Group’s “The Science of Trading. The Standard of Trust” and Hyperion’s “Leaders Wanted/CIO Challenge.” der the leadership of Gray and Hendra, Ogilvy North America won new clients in 2006 including DoubleClick, The Economist, Marsh and World Business Forum. It created integrated campaigns including Cisco’s “Welcome to the Human Network,” IBM’s “What Makes You Special?” and SAP’s “Mythbusters.” The agency opened new media shop Neo@Ogilvy and acquired database marketing company Leopard. Gordon Hochhalter What: Managing partner Where: drews leads holding company aQuantive, which owns interactive agency Avenue A|Razorfish, digital marketing technology company Atlas and performance media company DRIVEpm. In May, Microsoft announced plans to acquire aQuantive for about $6 billion, seeking to strengthen its interactive marketing capabilities. AQuantive’s clients include Boston Scientific, Dell, EMC Corp., Office Depot and Visa USA. (Update: Brian McAndrews is now senior VP-advertiser and publisher solutions group, Microsoft Corp., Redmond, Wash.) HSR Business to Business, Cincinnati Why: Under Segal’s leadership, HSR grew its revenue by 69% in 2006 and won 11 new clients, including Delta AirElite, Flowserve, Hypertherm, Inteq, Kellogg Co.’s trade advertising account, USG and Zebra. It created campaigns including USG’s “Down With Dust,” INTEQ’s “ Answers While Drilling” and Makino’s Lunch and Learn seminars. It also acquired Denver agency Brozena & Ripley. Gary Slack What: Chairman- John Osborn What: President-CEO Where: BBDO New York Why: BBDO Corp., Redwood Shores, Calif. Why: Sim is responsible for corporate marketing programs at Oracle, including advertising, brand, creative, events and field marketing. This year, Oracle has been aggressively developing new media programs, including blogs, podcasts, online video and RSS, to communicate with customers, prospects, business partners, developers and employees. Tom Bedecarre What: CEO Where: AKQA, San Francisco Why: Bedecarre leads AKQA, a digital marketing agency with clients including Dell, Microsoft, the U.S. Postal Service and Visa USA. Last year, AKQA created a global ad campaign for Palm (now handled by Y&R Advertising) for the debut of its Treo 680 smart phone and an online video campaign for Visa called “Life Takes Protection.” This year, AKQA opened an office in Amsterdam. Mobium Group, Chicago Why: Hochhalter led Mobium’s phenomenal growth in 2006, with revenue up 85% over 2005. The agency added eight new agency-of-record accounts, opened a Minneapolis office and created such campaigns as Time Warner Cable Business Class’ “Sharing Your Passion With You,” MapInfo’s “Be Location Intelligent” and a global branding campaign for Munich Re America Healthcare. won more than $300 million in new business last year from clients including the American Beverage Association, BBC, NFL, Sony and Starwood. It created innovative campaigns, including GE’s “Healthcare Reimagined,” Cingular’s “Raising the Bar” and FedEx Kinko’s, “Office on the Road.” BBDO also won a primetime commercial Emmy award for its FedEx “Stick” campaign. chief experience officer Where: Slack Barshinger, Chicago Why: Slack Barshinger was named Agency of the Year by the Business Marketing Association in 2006 and won new clients such as Diebold, Rewards Network and USG. The agency created campaigns including Tellabs’ “Inspire the New Life,” a trade show promotion for Ao and an integrated marketing communications program for W.W. Grainger. It also opened a California office. btobonline.com | | BtoB’s Marketers Resource Guide | http://btobonline.com
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