| EMF Advisory Board |
|
|
|
| Saturday, 17 November 2007 | ||||||||||||||||
2008 - 2009 EMF Advisory Board
Erik Hauser - USA Erik Hauser founded Swivel Media (www.swivelmedia.com) in early 2000 with a goal to transform the way people experience brands. Eight years later, Swivel is among the world leaders in experiential marketing. The agency's expertise ranges from interactive and virtual media to brand development. Swivel also advises their clients on business strategy and is known for its unique work developing innovative marketing programs in both real and virtual worlds. As executive creative director, Hauser has overseen the development and deployment of uniquely engaging and effective programs for a host of prestigious clients, including Wells Fargo, EPSON, Careerbuilder.com, Oracle, Chevron/Texaco, kajeet, TiVo, CNET, YAHOO, Mervyn's, Samsung, Stanford University and AT&T Broadband. Hauser has become an acknowledged thought leader because of his groundbreaking work with virtual world platforms in addition to all other forms of emerging media that create positive brand experiences for his clients. Erik was the first to step into the world of Second Life and similar metaverse platforms as early as 2004 on behalf of his clients. His work with Wells Fargo's Stagecoach Island, a virtual world to teach fiscal literacy to young adults, has been published in numerous international press outlets and major domestic media such as TIME, BusinessWeek, Forbes, Fox News, USA Today, and National Public Radio. Erik is the founder and director of the International Experiential Marketing Association (IXMA) (http://www.ixma.org). He is also creator and moderator of the Experiential Marketing Forum (EMF) (http://www.experientialforum.com), an online discussion group of industry practitioners, clients, students and educators. Since its inception in 2004, the EMF has grown to a registered membership base of over 4,800 people in countries and sovereign nations around the globe and is translated into 11 languages. Hauser is a published columnist and contributing writer to several marketing and advertising industry publications and websites. He writes a regular marketing column for "Chief Marketer Report" called BrandAnimation®, is a contributing columnist for AdRants.com, and collaborates with colleagues from around the world through his EMF blog, The Burns/Hauser Report, co-authored by Prof. Neal M. Burns of the University of Texas. The blog dissects the most current and effective methodologies that inspire purchase and brand loyalty.
Max Lenderman - Canada Max Lenderman is Executive Creative Director at GMR Marketing, the largest "live" marketing company in North America, where his work has won numerous industry awards, the latest including the 2006 & 2007 Pro Award, the 2006 MAA Worldwide Globes Award and the 2007 & 2008 Ex Award. Max's book called "Experience the Message: How Experiential Marketing is Changing the Brand World" was a Canadian Business Book of the Year Finalist in 2006. His still-untitled book about marketing, advertising and emerging trends in hyper-developing nations will be published by Harper Collins in spring 2009. Max wrote a column in Strategy Magazine called "Notes from the Underground," and is a sought-after public speaker on the subjects of strategic branding, experiential marketing and business trends worldwide. Max is a founding board member of the International Experiential Marketing Association (IXMA).
Neal M. Burns - USA Dr. Burns is also the founder and director of the Advertising Department's account planning program and teaches graduate courses in advertising strategy and branding. Professor Burns was senior partner and director of research and account planning at Carmichael Lynch, Inc. from 1990 to 1997. Burns joined the agency in 1986 when Carmichael Lynch and The Burns Group (formed in 1974) combined their resources to become one of the strongest and most respected agencies in the country. Their accounts at that time included Allan Bradley, Harley Davidson, Roller Blade, Sam Adams Beer, Brown Forman Liquors, Mack Truck, Norwest Bank, Gateway Computers, Honeywell Telephony, 3 M Tape and Medical Products, United Health Care, West Law, The Minnesota State Lottery and the Sofitel Hotel chain among others. From 1986 through 1997 - in addition to his duties at Carmichael Lynch - Dr. Burns was an adjunct faculty member at the University of Minnesota teaching classes in consumer behavior and advertising, high technology marketing and ethics. Professor Burns' current research and publications involve the re-branding of established categories suffering diminished interest and support. For example, recent papers and presentations deal with perception of the brand of the United States of America and the use of branding principles in the growth of audience interest in classical music, athletic shoes, state lotteries and computers and servers. Burns has published more than 75 articles and papers and his work had been honored with dozens of advertising awards. He is a frequent invited speaker on issues of branding and advertising. In 2006 Burns was honored by the Austin Ad Federation as “Educator of the Year” and recently developed and chaired the conference “Chaos: New Agendas in Advertising”.
Mehmet Bali - Turkey After obtaining his BS degree at the University of Massachusetts and his MBA degree at Bentley College, Mehmet Bali, the President of Seratonin, headed back to his homeland in order to start a career in emerging media. Initially, as a Board Member and the Vice President of Vodaco, he helped the company to become one of the leading internet consultancy firms of Turkey. During his stay at Vodaco, he started Boyex, the first paint and chemicals portal and B2B e-commerce platform of Turkey. His visionary approach to Boyex's scheme enabled the portal to reach 1,000 member corporations within its first year of operations. Prior to founding Seratonin, Mehmet spent four years as the Group Director of Trafo, the sister company of one of the largest advertising agencies of Turkey. Under his direction, the agency became known as "the creative and daring boys" of the Turkish advertising sector and won numerous awards in the fields of interactive and out-of-home marketing. Most of the projects he directed at Trafo were never-been-done-before type of projects and are still being used as a point of reference in progressive marketing. His passion for experiential marketing led him to take his accumulated experience in advertising and interactive marketing to found Seratonin in 2007, as the first agency in Turkey that focuses solely on experiential marketing. He is known to regularly annoy his team by pushing for that experiential idea or mechanism even when a very lucrative client has no such expectations and would easily be satisfied by a luxurious wine and dine event with a famous singer and the standard works. During his career, Mehmet worked with clients such as Renault, Dacia, Avea (GSM operator), all Mey brands (the leading alcoholic beverages company in Turkey), Burger King, Bridgestone, Foster's, Axess (one of the leading credit card issuers in Turkey), Deichmann, Praktiker, Digiturk (the leading interactive TV platform), Microsoft and Wall, along with many other local brands.
Rory Brien - South Africa Having been introduced to experiential marketing whilst it was still in it's infancy in South Africa, Rory has developed a passion and built his entire career on creating experiences for consumers. After University Rory joined Rainbow Experiential Marketing where he gained vast experience by working on brands such as; Olay, Pampers and Dunhill to name but a few. Â Rory then moved to Conceptualise Promotions, where he specialised in creating consumer experiences through competitions and game shows for the likes of MTN and Coca-Cola. Rory manages the Operations department for the Consumer Promotions and Activation divisions at PRIMEDIA@HOME, which falls under the Primedia umbrella. Primedia is a leading South African media group whose vision is to become a world class media company. Primedia's advertising businesses are located principally in South Africa. This broad base of assets, which includes radio broadcasting, outdoor advertising, commuter and other out of home media, spans both the traditional and non-traditional media sectors. This mix strategically positions Primedia well as advertisers attempt to reach an increasingly fragmented and diverse audience. The businesses enjoy a high degree of exclusivity derived from regulated rights to various delivery platforms, which contributes to their attractive operating margins. Primedia's advertising businesses also have an unparalleled reach across the entire South African consumer spectrum. PRIMEDIA@HOME is South Africa's number one partner in direct-to-consumer marketing and promotions and a leader in the field of experiential marketing. Going beyond traditional media, our tailored marketing platforms provide tightly targeted advertising communication channels and new opportunities for consumers to interact and engage with clients' brands. Rory strives to unite the experiential community not only in South Africa but Africa as a whole. He wishes to introduce his international peers to the spirit of Ubuntu, and assist in setting Africa as a serious player within the international experiential community.
Anne O. Craig - USA Anne O. Craig is On-Air Marketing Creative Director for AETN International, overseeing on-air branding and marketing for The History Channel, The Biography Channel, and the Crime & Investigation Network in their global markets. For 15 years she worked in documentary production as an independent editor, sound editor, and producer. Over the course of her doc career she tracked grizzly bears, talked with chimpanzees, and wrangled prostitutes on projects for NOVA, The American Experience, ITVS, HBO, The Learning Channel, BBC, and Allure Magazine before settling in at AETN where her love of story now motivates her branding and promotional philosophy.
Robert Gabsa - USA Robert Gabsa has over 16 years of experience in integrated experiential marketing and promotions, agency management, new business development and client services. His expertise resides in combining insight driven strategy with tactical innovation to create meaningful and relevant brand involvement. His primary background is in integrated marketing and promotions, experiential marketing (methodology application across multiple disciplines, strategy, design and execution), old and new school mobile marketing, event marketing (sponsorships/activation), lifestyle marketing, sports and entertainment, non-traditional/alternative marketing and retail activation. Currently, as a VP, Sr. Account Director for Euro RSCG, Robert's day to day role is to consult and guide clients with insight driven marketing strategies, collaborating with creative, planning and operations on program architecture and execution to ensure that vision becomes reality. Euro RSCG is a leading global marketing and communications company with focus on advertising, DRTV, experiential marketing, event marketing (sponsorships and activation), sports & entertainment marketing, public relations, healthcare marketing, interactive/digital, direct marketing, and holds the nation's largest proprietary place-based media and lifestage marketing networks. Prior to joining Euro, Gabsa held senior management positions at various top tier Promo 100 agencies. Early in his career he was highly instrumental in growing one of the longest running experiential marketing agencies in the country (Innova Marketing has been in business since 1982) from a staff of 6 to that of 60 in 3 short years as the agency's executive vice president. After a decade of designing and overseeing programs for a list of blue chip clients such as P&G, Masterfoods/M&M Mars, Kellogg's, Ocean Spray, Coca-Cola, Food Network, HGTV, DPSU, and J&J/Merk, he took on a new lead role of establishing the Event Marketing & Promotions practice at Campaigners as the Vice President of Event Marketing and Promotions. There, he developed innovative experiential campaigns for clients that included Microsoft, iOmega and Heineken. His final step before taking his current post at Euro was as the Senior Marketing Director at EMAK Worldwide, one of the nations leading integrated marketing and promotions organizations with clients that include Burger King, Nestle, Macy's, Kellogg's, P&G, Miller and Kraft. Robert holds undergraduate degrees in marketing and finance from California State University, Long Beach and an MBA from the Carlson School of Management at the University of Minnesota. He conducts professional seminars and workshops, is an accomplished speaker and graduate level academic guest lecturer. Originally from Redondo Beach, California, Robert now lives the dream and experiences life with his wife and two children in Atlanta, Georgia.
Brett Goebel - New Zealand After climbing the corporate ladder in Sales & Management, Brett decided to give up his big office for his son's room, an old computer and designer train wallpaper. Smarts was formed in 1994 and started with 4 instore demonstrators and has grown to be a leader in experiential marketing in Oceania. Covering all of New Zealand on a national basis and expanding throughout Australia over the past 7 years. 2008 has seen a change of name from Smarts to Studio 23 as we are adding a whole creative thinking element to our business as that is where our heart is and how we make a difference in the marketplace. As all business, they have survived highs and lows and are still growing after 14 years. The strength of their business is their people - we have people who wake in the morning and skip to work while whistling their favourite tune. We constantly challenge how we work, always review what is the one on one brand experience, and look how we can have a continued dialogue with potential co-owners for life. We love to do rockstar work for our clients and we develop crazy mad ideas that rock globally. Brett's day is filled - getting his clients to be brave in their strategies, hugging people, doing things for the first time in your life, laughing, doing remarkable work, creating change, filling up people's soul's, exercise, being flooded with new stimulus, having fun, creating dreams, generating buzz and most importantly, spending time with family. Brett and his team have worked with brands like Nestle, Kraft Foods, Cadbury Schweppes, Nokia, Pepsi Cola, George Western Foods, Iams, Suncorp, Sanitarium, Hutchison Mobile, Telecom, Bluebird Foods, Frucor Beverages, Gatorade, NZ Wines & Spirits, Telstra, Telstra Clear, Sega, Cerebos Gregg's, Goodman Fielder, Nickelodeon, TVNZ, Kimberly-Clark, Lion Nathan, Gillette, News Ltd, Mars…
Tim Hayden - USA Tim Hayden is recognized as a competent and experienced communications advisor to brands, communities and non-profit organizations. Often featured as insightful on the subjects of experiential marketing, media fragmentation and alternative reality gaming, Mr. Hayden has a passion for innovation in executing big ideas that deliver measurable success for his clients and partners. As founder and president of GamePlan Marketing & Events, Mr. Hayden combines his experience in interactive marketing, entertainment and media consulting to help brands navigate the turbulent channels of dialogue that stand between them and their market audiences. Starting the agency in 2003 with Keith Dudley, Tim envisioned an "experiential" approach to marketing that would compound the power of live experiences leveraging new media technologies to build meaningful conversations within the B2B and Consumer marketplaces. In 2004, Tim conceived and produced "Operation Blueshock", a successful guerilla marketing stunt for client Bluetooth Special Interest Group during the 2004 International Consumer Electronics Show in Las Vegas. To date, the campaign is heralded as "The Greatest Tradeshow Marketing Stunt Ever" by the editors of MarketingSherpa. In the years since, GamePlan has worked along high profile artists, executives and properties such as Jeep King of The Mountain professional bike racing series, AVP Professional Volleyball Tour, Austin City Limits Music Festival, Justin Timberlake's FutureSexLoveSound international tour and the Sundance Film Festival. The agency also acts as the experiential agency for Dell, Inc., and produces major brand launch campaigns for IBM and AMD, and events for Oracle and Bacardi USA. GamePlan is celebrating its fifth year of operations in 2008, and the opening of its newest office on Madison Avenue. Prior to GamePlan, Tim was a founding team member and Vice President of Sales for NION Interactive Solutions, responsible for engagements with clients such as Rice University, ExxonMobil, Dell Computer and Circuit Semantics, twice landing the firm on the Austin Business Journal's list of "Top 25 Web Developers" (as defined by annual revenue). He has also held positions in Recruiting (HaydenQuest, HQ ProSearch and Accounting Solutions), IT Consulting (Professional Access) and as a Securities Broker (Grand Energy). Leadership Highlights and Awards: 2003 - Present - Meals on Wheels and More Board of Directors, currently 2nd Vice Chair GamePlan Marketing & Events is a strategic marketing and advertising agency that redefines the way effective marketing communications are performed for a successful integrated campaign. GamePlan specializes in using new media and viral tactics that are incorporated into events, guerrilla, sponsorships, word-of-mouth, entertainment and alternative reality platforms designed to leave an indelible impression on a target audience. Unlike conventional media on its own, GamePlan creates a fresh way for brands to build dialogue with their markets by empowering the audience to LIVE the brand experience.
Guy Le Compte - Belgium/Luxemburg After completing a marketing degree in 1988, Guy Le Compte started his career in 1989 as Special Events Officer for Tabacofina, at that time the largest and main tobacco manufacturer in Belgium and Luxemburg and part of the Rothmans Group. Over many years he developed and organised events for local and international tobacco brands such as Belga, Peter Stuyvesant, Dunhill, Rothmans, among others. In 1996, he became International Sponsoring & Events Project Manager for Rothmans International, where he was responsible for many international sponsored & organised events, especially in Motorsports environment such as Formula 1, World Championship Motocross and World Championship Rally. In 2000, after the merge between Rothmans & British American Tobacco (BAT), he managed an Australian International Rally Project for the Winfield brand. Between 2001 and 2005, he worked as Interim Sponsoring and Events Manager for diverse local and international companies such as Creo(scitex) EMEA and Belgacom Mobile. Since 2005 Guy is working as Events Manager for BMW Belgium/Luxemburg, one of the most important "Premium" car manufacturers in the World. After having worked for almost 20 years in the Sponsoring & Events PR and marketing environment, Guy has developed an extensive experience in B to C as well as B to B events project management.
Esther Loewy - Israel Esther Loewy's strategic marketing, creative branding and investor relations achievements span more than a decade and have produced results for an extraordinary range of clients, from multinational corporations to emerging growth companies to political figures and global non-profit organizations. She has directed the communications effort leading up to one of the world's most successful IPOs, strategized with clients in Israel, Central Europe and Asia, and worked closely with a former Israeli Prime Minister. Before co-founding her current enterprise, Boot Camp Ventures, Esther was recruited to build the investor relations department at Alvarion, a leader in the WiMAX technology sector. Prior to that, she co-founded The Loewy David Group, a boutique strategic communications firm which represented clients in a wide range of sectors; from advertising, company, The Martin Agency to technology start-up Power Paper. Her creative campaigns yielded new business for her clients and global brand awareness. Esther was head of corporate communications for theglobe.com, where she directed creative positioning strategies, active media outreach, investor relations initiatives and crisis communications deployment. Her work spurred theglobe.com's growth from a privately financed venture to a publicly held company through one of the world's most successful and well-publicized initial public offerings. Earlier in her career, Loewy provided strategic counseling to several new media and emerging growth technology companies, including one of the first Internet cafés, a company developing digital currency, and a medical start-up. Working in Israel for an Edelman Public Relations affiliate, she also developed corporate communications strategies and positioning for companies throughout Central and Eastern Europe, Asia and the United States. Her clients included SmithKline Beecham, Teuza (a Fairchild Technology Venture, Ltd) and Ahava, a premier cosmetics line. She also created a network of public relations affiliates in the Czech Republic, Hungary, Poland and Russia. Today, Esther consults for innovative technology companies in Israel. She is also co-founder of Boot Camp Ventures, a new series of events enabling start-ups to meet their marketing and investment goals.
Troy L. Scheer - USA Troy Scheer, president and founding partner of Trance Marketing Group, brings extensive knowledge in brand building and sustainability. Working with local, national, and international clients, he has led the effort in profitable marketing campaigns while building solid relationships for and with clients. Troy developed a marketing/PR initiative for Jani-King International, a global franchise company with more than $500 million in annual sales. The PR program contributed to a doubling of the company's revenue growth forecasts. The results of these efforts helped Troy secure a relationship with The Cruising Club, a fractional boat ownership franchisor with franchises in Australia, North America, and Asia. Troy provides the ability to integrate strategic planning with tactical implementation, making sure that no areas of a marketing initiative are overlooked. Holding to a strong sense of fundamentals while always exploring new ideas and innovations, Troy has established numerous long-term client relationships during his nearly 15 years in the industry. Some of those relationships include Lamborghini Houston, Motorcars International, National Health Administrators, Jani-King International, Wyndham Jade, Value Added Services, The Cruising Club - USA, FastSigns International, U.S. Global Nanospace, Dynamex, The United Way and YMCA. Troy is also an advisory board member for the Experiential Marketing Forum as well as a marketing committee member for the Boy Scouts of America.
Yashesh Shethia - India Yashesh Shethia, stepped out of college after three years with a Commerce degree in 1993, realising that he needed a respite from numbers and deciphering balance sheets. He then joined a Rock n Roll band, went on to becoming a sound engineer then DJ'ed and managed a night club. In his mid 20's he formed All that Jazz, an entertainment management company. In the late nineties, All that Jazz merged with Kaleidoscope Events, where he was a director on the board. 2002 saw him go boutique with an experiential marketing company called Tpot, consulting in realm of experiential marketing by creating unique propositions that combined brand speak and live experiences. For over a year now he is the creative heavy weight ( pun intended ) behind chlorophyll experience consulting (cec) which assists brands come alive through unique experiences. cec is a part of chlorophyll, India's leading brand & communication consultancy. He thinks BIG and atypical. His ideas are often fuelled by his wide repertoire of passions like technology, timepieces, good food, gadgets and fast machines combined with his years in the entertainment and events industry. Yashesh has worked with brands like the Radisson, ABN AMRO, J&J, Standard Chartered, Pepsi, Shaw Wallace, Diageo, Tata Steel, E&Y, The Oberoi Hotels, GM, British Airways, Hindustan Unilever...
Ron Tonini - USA In the 1980’s and 1990’s, Ron grew his direct mail marketing firm, Don Ton Associates; into one of the nation’s most well respected luxury cruise marketing firms. In 1995, he became an early entrant into the Internet foot race: He repositioned his firm for Internet success by launching the CruiseNet®, CruiseBid and CruiseWatch web sites, which were subsequently purchased by American Express. In 1998, Ron merged Don Ton with Golden Bear Travel, creating the nation’s largest luxury cruise marketing firm, with an annual volume of near sixty million dollars. Ron served as Senior Vice President of Finance and Administration, before departing the company in November 1999 and starting Picture Marketing, Inc. A long-time fan of XM, he founded Picture Marketing with the intent of using photography to preserve the consumer brand experience. Ron holds a BS in Marketing and a MBA in Management from San Diego State University. |
||||||||||||||||
