Marketing Gurus by BrittanyGibbons

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                             MATT COFFIN
              Most people ignore banner ads,     17                            ERIC KINTZ
                                                               The man, the blogger and the       24
                 until you make them dance.                        mission to make HP cool.
                             ABBY SPATZ
           Music works wonders for a hotel.      18                            RYAN CLARK
                                                              Isn’t all that South Beach stuff    26
         And we don’t mean the canned kind.                  over? Don’t say that to this guy,
                                                                                                       Unless you’ve been hiding under the desk in your office,
                                JOHN HADL
         Meet the father of mobile marketing.
                                                 20                         DOUG JAEGER
                                                                 His parties mean exposure,
                                                                                                  27   you’ve no doubt heard some of the ubiquitous talk that’s
            Boy, that kid’s sure growing fast.            and there’s no time to print invites.        been floating around lately about whether the Chief
                         DANA DYNAMITE
                Some marketers hunt for cool,
                                                 21                    BERNARD SMITH
                                                          What do hockey and Diddy have in
                                                                                                  28   Marketing Officer—much like the Chief Information Officer

        while others know where it hangs out.              common? An earnest connector.               of the last decade—is joining the endangered species list.
                                                                                                       The world of marketing, we are told again and again, has
                         GAREB SHAMUS
              The man who made martial arts
                                                 22             JOSHUA SCHACHTER
                                                      Never heard of social bookmarking?
                                                                                                  30   changed forever. Never mind that most of these corporate
                   into major league. Kick it.                   You’d better log on fast.             soothsayers we listen to can’t tell us exactly what it’s chang-
                                                                                                       ing into; they know one thing: The marketing of yesterday—
                                                                                                       the way you’ve always reached your target demographic with
                                                                                                       those oh-so-clever messages—is gone. Mass media? Hah!
                                                                                                       Print ads? You must be kidding. Broadcast? Well, they’re not
                                                                                                       watching. So how to knit a brand into customers’ lives and
                                                                                                        the ways they really live?
                                                                                                              Of course, it’s not entirely true that nobody knows exact-
                                                                                                            ly where the marketing industry is heading. In fact, if you
                                                                                                            stick around, you’ll meet 10 individuals who know quite
                                                                                                             well. It’s surely no coincidence that they’re all under 40—
                                                                                                             though many other key traits distinguish Brandweek’s
                                                                                                             Marketers of the Next Generation, Class of 2007. Not
                                                                                                             only are their marketing playbooks increasingly non-
                                                                                                            traditional (employing social networking, e-partnering,
                                                                                                                   and Web-based everything), the very brands they
                                                                                                                     manage are as nontraditional as they are. Some
                                                                                                                     of our honorees—like happycorp’s Doug Jaeger
                                                                                                                     and’ Joshua Schachter—are phantoms
                                                                                                                    on the branding landscape, spotlighting other
                                                                                                                    companies even as their own behave as mere
                                                                                                                   peripheral conduits. Other Next Gen-ers might
                                                                                                                   represent traditional brands but, like Hewlett-
                                                                                                                   Packard’s Eric Kintz, are using Internet-based tech-
                                                                                                                  nology to achieve a contemporizing image upgrade.
                                                                                                                   And still others are using age-old marketing con-
                                                                                                         cepts such as demographic research and strategic partner-
                                                                                                       ships, but revolutionizing them in a Web-based context. Take
                                                                                                       the way Ben Sherman’s connector/doyenne Dana Dynamite
                                                                                                       employs a simple MySpace page to test the cool factor of a
                                                                                                       new clothing line with the very hipsters who’ll be buying it.
                                                                                                       Or how Hilton Hotels’ Abby Spatz took the tried-and-true
                                                                                                       concept of partnering (in Hilton’s case, with the Grammy
                                                                                                       Awards) and blew it out with a “traveling piano” tour, song
                                                                                                       compilations of up-and-coming musical artists playing on an
                                                                                                       in-room TV network.
                                                                                                          We’ve poured an awful lot of ink into covering cutting-
                                                                                                       edge marketing devices that you’ve been told to heed, watch
                                                                                                       and learn; here’s an opportunity to meet marketers who know
                                                                                                       how to use them. Before you have to listen to another expert
                                                                                                       drone on that the marketing business is changing, take this
         16          APRIL 16, 2007                                                                    chance to see what it’s actually becoming.    —Robert Klara
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                                                                                                                                  MATT COFFIN
                                                                                                                                  I first knew I’d be a marketer
                                                                                                                                  when . . . at the age of 10, I
                                                                                                                                  changed my father’s TrueValue
       Some call his ads annoying. Others say his business model is                                                               Hardware store signage and
                                                                                                                                  tracked the sales impact.
       flawed. But the founder of doesn’t care.
       He is laughing—you guessed it—all the way to the bank.                                                                     What is your most unusual
                                                                                                                                  source of inspiration? My

                    att Coffin knows a lot of people find his     opened his first mortgage statement, which admit-               wife’s and mother’s use of the
                    ads irritating, but he really doesn’t care.   tedly contained some unwieldy numbers he was                    Internet.
                    Coffin is the founder and president of        unprepared to see. So Coffin began looking on the
          , a Santa Monica,             Web for a company that would let him do some com-               Who’d be your ideal tie-in
      Calif., company that offers comparative rates on            parison shopping. “I called 411 in New York and L.A.            partner? H&R Block.
      everything from mortgages and insurance to credit           and asked if there was any business that did anything
      cards and phone service. Since its inception in 1999,       like this,” he said. “Both operators said, ‘We don't have       If marketing were suddenly
      LMB has unleashed a flurry of hard-to-ignore online         it, but if you find it, call me back.’ ”                        against the law, I would . . .
      ads that feature silhouettes of dancing people with              From the start, Coffin knew that marketing would           retire.
      blaring offers like, “$510,000 Mortgage for under           make or break his company. One of his first hires was
      $1,698/month.” Another doozy shows a guy getting            a team of three pr people. The firm, which has since            What was your best idea
      the words “calculate new payment” buzzed into the           grown to about 250 employees, now faces some seri-              that you never went with? A
      hair on the back of his head.                               ous business challenges. The recent round of bankrupt-          commission-free real estate
          While these kinds of pop-under ads are notorious        cies among sub-prime lenders, for example, means                brokerage.
      for infuriating consumers—Coffin said the company           there are fewer companies bidding for LMB’s leads.
      has actually gotten bomb threats because of them—           Thus, some wonder if the site can continue to succeed.          Where—be honest—do you
      they often do work. This past February, LMB garnered        “If the intent is to gather as many clicks as possible then     see yourself in 10 years?
      2.82 million unique visitors, per comScore Media            these are effective,” said Sweet. “The problem is how           Running a high-growth entre-
      Metrix, an increase of 1 million from Feb. ’06 and near-    many of these people are actually qualified borrowers?”         preneurial venture. Proud hus-
      ly three-quarters of a million more visitors than the            Coffin remains bullish. He believes that synergies         band and father living in
      sector’s other big player, Last year,      with new owner Experian will allow LowerMyBills to              Tuscany part time and surfing
      LMB spent $78 million on advertising, per TNS Media         do a better job of lead generation. And his basic aim           in Malibu the rest of the time.
      Intelligence, while LendingTree spent $126 million.         for the company ris still unchanged.
          The “more is more” approach has translated into              Whether it’s attention-getting advertising or new
      success for the 38-year-old Coffin and his Web site,        services, he said, “We need to roll out something that        BY CONSTANTINE VON HOFFMAN
      which makes money by taking loan applications from          ridiculously exceeds consumer expectations.”              I   Photo by Brian Davis
      customers and selling them to lenders. In 2005, the
      U.K. credit reporting firm Experian paid $330 million
      for the company, which is facing stiff competition in
      the category from a host of sites like
      and that offer the same services.
          “The space is very crowded,” said Asaf Buchner,
      an analyst with Jupiter Research, New York. “There's
      a real question of whether lead generation can con-
      tinue to make money.” Experian doesn’t release sep-
      arate earnings reports for the online business unit.
          LMB’s ads, meanwhile, continue to draw criticism
      from industry observers. “Their ads are what the Web
      used to be five years ago: Get attention at all costs,”
      said Dorian Sweet, executive creative director for
      online advertising at Tribal DDB in San Francisco. Still,
      he admits, “This will last as long as they have enough
      kitschy ideas to get your attention.”
          Coffin is undeterred by his detractors. “We can
      launch 30 or 40 campaigns a year [on the Web],” he
      said. “[You can't] be afraid to invest in marketing ideas
      that may flop. When you get a formula that works . . .
      go big with it.”
          Coffin came up with the idea for his company
      while living in Los Angeles and working as director
      of business development for Miller Publishing Group,
      owners of Vibe, Spin and Tennis magazines. He had
      recently bought a house and was shocked when he

                              “You can’t be afraid to invest in ideas that may flop.”
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                 ABBY SPATZ
               I first knew I’d be a marketer
               when . . . I was 7 years old, stand-
               ing in front of the mirror holding
               up all the beauty products in my           Whether she’s broadening a music alliance, building food
               bathroom. I thought every 7-year-
               old did that. LIttle did I know the        partnerships or promoting an Olympic tie-in, Hilton’s marketer
               other [kids] were playing with
               their Barbies, and I was marketing.
                                                          ‘goes deep’ to generate consumer interest in the brand.
                                                                  or years, Hilton’s promotion of its Grammy         win grand piano debuted backstage during the 2006
               What is your most unusual
               source of inspiration? Shoes. I
               buy a lot of different shoes, and
               every one of them makes me feel
               a certain way. You see yourself a
                                                         F        Awards sponsorship was relegated to a brief
                                                                  commercial announcement during the telecast
                                                                  that credited the brand with providing hotel
                                                         accommodations for guests of the event. That timid effort
                                                         wasn’t enough in the eyes of Abby Spatz, 33, Hilton’s
                                                                                                                     Grammy Awards ceremonies, where it was signed by
                                                                                                                     celebrity presenters and performers. It toured nine
                                                                                                                     cities, appearing at Hilton ballrooms with musicians
                                                                                                                     like Natalie Cole and Buddy Guy, who performed
                                                                                                                     before children from music schools, Boys and Girls
               bit differently because you’re            senior director-brand marketing and advertising.            Clubs, and YMCA chapters. The tour collected 110 sig-
               wearing your power shoes, girly               “When you’re going to a party, you go all the way,”     natures and raised more than $100,000 (with Hilton
               shoes or sassy, be-on-stage-at-           Spatz said. “Don’t put your logo on something just to       donating $1,000 per autograph) for the Grammy
               the-Grammys shoes.                        put your logo on something. You should have it there        Foundation’s music education program.
                                                         because it means something.”                                    But Spatz wanted the tour to resonate even fur-
               What was your best idea that                  Spatz herself has brought considerable life to the      ther, so she connected the effort to a “Travel should
               you never went with? Who’s to             party since arriving at Hilton in May 2005. Namely,         take you places” campaign from Young & Rubicam,
               say I won’t [still] do some of            she has lent greater impact to its big-ticket market-       Irvine, Calif., and Chicago. TV spots showcased scores
               these?                                    ing partnerships—including the Grammys and a U.S.           by emerging artists like Ben Folds and James Blunt,
                                                         Olympic team sponsorship—by layering new pro-               who provided testimonies about their journeys in
               Where—be honest—do you see                grams with a personal touch that has helped gener-          song writing. Those videos played on hotels’ in-room
               yourself in 10 years? Married             ate greater consumer interest in the brand.                 TV network and on A sweep-
               with kids and doing something I               “Go few and go deep is something she is always          stakes offered consumers the opportunity to be at
               love, whether it’s advertising and        preaching about,” said her boss, Jeffery Diskin, svp-       the Grammys and one winner the opportunity to
               marketing, or something com-              Hilton brand performance. “It means find the right          make his or her own music video. The piano even
               pletely different.                        extension and build our business upon it. We want           found its way to the dinner table during an appear-
                                                         people to reconsider Hilton.”                               ance on the Food Network show Emeril Live.
                                                             Last year, Spatz transformed a kazoo of music               Spatz also has stepped up promotion of Hilton’s
          BY MIKE BEIRNE                                 affiliations into an orchestra of promotion built           Olympic ties. Rather than wait until next year for
          Photo by Marissa Roth                          around the Hilton Harmony Piano. The Gibson/Bald-           the Olympic flame to be lit in Beijing, Hilton is spread-
                                                                                                                     ing the word that its guests can now sleep on the
                                                                                                                     same plush Hilton Serenity beds as did athletes from
                                                                                                                     the 2006 Games in Torino. Under the Hilton Com-
                                                                                                                     petitive Advantage program, the company furnished
                                                                                                                     the dorm rooms at the U.S. Olympic Training Cen-
                                                                                                                     ter in Colorado Springs and at their digs in Italy. Some
                                                                                                                     room elements will be replicated when the team hits
                                                                                                                     China for the 2008 Games.
                                                                                                                         These efforts come at a time of renewed vigor in
                                                                                                                     the travel industry, particularly in the high-end hos-
                                                                                                                     pitality sector. In 2006, Hilton’s revenue per available
                                                                                                                     room increased 9.7% to $109.11, and its occupancy rate
                                                                                                                     rose by a point to 72.8%. By comparison, hotels in the
                                                                                                                     upper upscale niche saw those numbers grow 7.4%
                                                                                                                     to $107.60 on revenue and 0.4% to 71.2% on occupan-
                                                                                                                     cy, per Smith Travel Research, Hendersonville, Tenn.
                                                                                                                         The numbers are only part of the story for Hilton,
                                                                                                                     which has done more in its branding than copy rivals’
                                                                                                                     penchant for showing beds and hotel beauty shots.
                                                                                                                     Instead, it has used an emotional lens to project the
                                                                                                                     optimism that travel can bring.
                                                                                                                         For example, in its recent “Pangea” ad, a graphic
                                                                                                                     shows a line between points A and B forming a globe,
                                                                                                                     with two figures pushing hemispheres together into
                                                                                                                     one continent. As Hilton’s featured artist Brett Den-
                                                                                                                     nen sings, “Blessed be this life,” copy flashes, “Travel
                                                                                                                                                       (Continued on page 31)

          18             APRIL 16, 2007        “When you’re going to a party, you go all the way.”
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                JOHN HADL
               I first knew I'd be a marketer
               when . . . Pinch me. Am I truly
               considered a marketer? I have
               always just been called ‘the            He has seen the future of branding, and it looks like . . . a cell
               mobile guy.’
                                                       phone? Laugh at your own risk; this guy’s pioneering efforts
               What is your most unusual               are moving marketing messages straight to customers’ screens.
               source of inspiration? The Dog

               Whisperer. I learn more about               t’s hard to find any top executive who doesn’t        nel as well as the response mechanism in portable
               human behavior from his shows.              carry a cell phone these days. John Hadl carries      form.” What’s more, Hadl’s confident that his special-
                                                           three. At least three. It’s not because he’s obses-   ty might well be the future of marketing itself: “With
               If marketing were suddenly                  sive. Hadl, 37, is just being thorough: He has a      the gradual diminution of power among mass media
               against the law, I would . . .         Motorola, a Nokia and a Blackberry handset so he           caused by both fragmentation and greater audience
               use my law degree to change it.        can examine how his mobile-marketing campaigns             control,” he said. “In a couple of years, we will see the
                                                      appear on the different devices. With the consider-        mobile phone as the premier consumer connection
               Who’d be your ideal tie-in             able weight of Procter & Gamble’s brands’ images           and medium for insights available for marketers.”
               partner? SingleTouch [if it            entrusted to him, Hadl has learned that it pays to             Hadl’s new-media education has been seat-of-the-
               relinquishes its patent on             keep an eye on every detail.                               pants. He started as a mergers-and-acquisitions attor-
               mobile advertising] or Medio              Which has won him a reputation that extends far         ney, then left it all behind to co-found a company start-
               Systems.                               beyond P&G. “John Hadl has earned his position as          ed by two buddies from MIT. That led to a stint at Cre-
                                                      the indispensable man of mobile marketing,” said Eric      ative Rx, where Hadl got his feet wet in the digital pool
               What was your best idea that           Bader svp/managing director at Mediavest Digital,          by selling prerecorded celebrity greetings for cell-
               you never went with? It’s still a      New York, which handles media buying for P&G.              phone users. By 2003, he found himself working on
               trade secret, so shhhh!                “Brands need him. They can’t get out of bed in the         emerging media at Quigley Simpson Interactive.
                                                      morning without him.”                                          It was there that Hadl developed some of the first
               Where—be honest—do you                    For as fast as mobile-marketing technology is           mobile-marketing programs in the country, including
               see yourself in 10 years?              developing, there’s still a limited range of ways to       the first digital direct-response initiative. A 30-second
               Sailing around the world with          reach cell phone-toting consumers—from text-in             Old Spice spot on ESPN invited consumers to text-
               [my girlfriend] Lucy.                  campaigns to “mobisodes” that include commercials.         message answers to sports-trivia questions for a
                                                      Whatever the format, however, Hadl has been on the         chance to win a trip to the set of SportsCenter.
                                                      forefront of all of them.                                      “The results were eye-opening,” Hadl recalled. “You
                                                         This marketer views the cell not as just a new          could rate the effectiveness of the spot by area code
          BY KENNETH HEIN                             place to slap ads, but rather a way to “mobilize your      and time stamp. It was one of the first times I real-
          Photo by Vern Evans                         media. It’s the first time you have a marketing chan-      ized that this could really be an impactful channel for
                                                                                                                     Tapped next by Cover Girl, Hadl executed one of
                                                                                                                 the first-ever brand sponsorships of a mobile game
                                                                                                                 in the U.S. It was a simple game of Solitaire but, again,
                                                                                                                 the results were measurable enough to be repeat-
                                                                                                                 ed. By the end of 2005, Hadl left Quigley Simpson
                                                                                                                 to work as an adviser to Procter & Gamble. Hadl has
                                                                                                                 since created P&G’s “Mobile Ad Lab” program. He’s
                                                                                                                 currently overseeing the testing of over 50 mobile-
                                                                                                                 marketing programs for his various clients.
                                                                                                                     Which is why Hadl is truly the field’s indisputable
                                                                                                                 man-in-demand right now. “John is our go-to guy
                                                                                                                 when we need deep mobile expertise,” said Paran
                                                                                                                 Johar, managing director at McCann Erickson, Los Ange-
                                                                                                                 les. “He’s helped move the industry ahead,” seconded
                                                                                                                 Laura Marriott, executive director of the Mobile Mar-
                                                                                                                 keting Assn. in Boulder, Colo.
                                                                                                                     With his characteristic cool confidence, Hadl
                                                                                                                 wouldn’t be surprised by accolades like that. His sur-
                                                                                                                 prise is reserved for the quick, serendipitous route
                                                                                                                 that got him to this point. “I never thought I’d be sit-
                                                                                                                 ting here today,” he said. “I always thought I’d be a
                                                                                                                 banker, a lawyer or a venture capitalist.”
                                                                                                                     “But then,” he added, “I’d only get to carry around
                                                                                                                 two phones, tops.”                                      I
                                                                                                                        (Next Generation marketers special report:
                                                                                                                                                 Continued on page 21)

          20            APRIL 16, 2007             Cell phones: “The premier consumer connection.”
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                                                                                                                            DANA DYNAMITE
                                                                                                                             I first knew I'd be a marketer
                                                                                                                             when . . . In high school I interned
     (Next Generation marketers, continued from page 20)                                                                     at a travel agency and came up
                                                                                                                             with a Spring Break expedition to
     Ben Sherman’s marketer won’t give you the shirt off her                                                                 Cancun. I designed posters and
     back—but she will give shirts to cool bands, who wear them                                                              distributed throughout the
                                                                                                                             school. I convinced 25 kids to sign
     for cool concerts and, well, you can see where this is going.                                                           up and I got a free holiday.

              or trendy clothing brands, there are two kinds   said. “It has become a powerful research tool.”               What is your most unusual
              of measurements—the S, M, L, XL kind, and the        It probably goes without saying while Dana Dyna-          source of inspiration? I live in
              far more elusive measurement of cool. How        mite learned to be a marketer, most marketers could           [downtown Manhattan] and find
              to measure that? Well, if you’re U.K. house of   not learn to be Dana Dynamite, who is a unique prod-          it continually inspiring. It is such
     hip Ben Sherman, you start by checking out how many       uct of a varied past. She began her career as a buy-          a diverse neighborhood. Within
     celebs are wearing your threads. In Sherman’s case,       er for L.A. store Spirit, then started her own multi-         minutes you can be in the East
     that’s got a lot to do with Dana Dynamite, 36, vp of      rep showroom called Dynomart. Over time, Dyna-                Village, Little Italy, Chinatown.
     entertainment marketing (yes, that’s her real name),      mite got into the local scene, meeting artists and DJs.
     who’s dressed some very notable bods in her brand.        When a job at surf brand Fly Girls took her to New            If marketing were suddenly
         Like Jack Black, Ashton Kutcher and Danny Mas-        York, she met Vince Gonzales, then president of Ben           against the law, I would . . .
     terson. And like actor/blogger Perez Hilton, who said     Sherman USA. (Oxford Industries, Atlanta, acquired            book a ticket straight to Anguilla
     Dynamite is “on the pulse of what’s new and what          Sherman in 2004. While the U.K. remains its biggest           and open a beach BBQ.
     will be hot.” Eerily adorable rockers Good Charlotte      market, the push has been to grow the brand in the
     have donned Sherman clothes, as has Sugarcult,            U.S.) Gonzales hired Dynamite on the spot.
                                                                                                                             Who'd be your ideal tie-in
     whose lead singer Tim Pagnotta calls Dynamite “a              Early on, “I called every agent, stylist, fashion edi-
                                                                                                                             partner? Apple and iPod. They
     fire-breathing dragon of spirit and pizzazz.”             tor and artist I knew,” said Dynamite. One of them
                                                                                                                             have the most brilliant brand
         Which is exactly what a brand like Ben Sherman        was the agent for Fatboy Slim, who soon got some
                                                                                                                             identity and music association
     needs—not a marketer in a navy-blue suit trying to        Ben Sherman shirts to try on. When Slim wore one
                                                                                                                             globally. True geniuses!
     figure out what the in-crowd wants, but someone           for a photo shoot, Sherman’s exposure went global.
     who’s already in that crowd.                                  That would have been a marketing coup were it             Where—be honest—do you see
         “In one night,” Pagnotta continued, “I have seen      not for the fact that Dana Dynamite—armed only                yourself in 10 years? Nothing
     her go head-to-head with a record executive at din-       with a little black book and an Internet connection—          less than world domination.
     ner and [then] 30 minutes later [get] behind the DJ       can make that sort of thing happen again and again.
     booth, spinning The Clash. She’s the real deal.”              “My goal is to position Ben Sherman as the ulti-
         So, of course, is Ben Sherman, whose coolness is      mate British lifestyle brand,” Dynamite said. She’s had      BY SANDRA O’LOUGHLIN
     well into its fourth decade now. The Rolling Stones       an explosive start.                                     I    Photo by Merlin Bronques
     and the Kinks wore Ben Sherman’s slim-cut vertical-
     striped shirts, which became the mod dress code of
     the ’60s. British punks claimed the brand in the ’70s
     and 80s, ceding it to ska artists in the ’90s.
         Now Dynamite, who joined the company seven
     years ago, is steering the brand into the 21st centu-
     ry. Her connections have deftly landed Sherman
     threads on American Idol and in fashion spreads for
     magazines like Antenna, Nylon, and Spin.
         It was Dynamite behind the MySpace profile of
     Ben Sherman, featuring his hobbies and favorite
     bands. The site drew 20,000 “friends” despite the tri-
     fling fact that Sherman himself no longer exists.
         In fact, MySpace is Dynamite’s cross-pollinating
     marketing biosphere. It has given her a direct plug-
     in to the underground music and fashion scenes,
     through which she can find the newest groups and
     then approach the chosen ones with an offer to dress
     them (the kind of brand exposure that no billboard
     is going to get you).
         MySpace is also Dynamite’s ad lab. She’ll post
     some of the latest Sherman designs and campaigns,
     then ask the “friends” what they think. Corporations
     pay princely sums for target-demographic feedback
     this good; Dynamite not only gets it for free, she
     makes more connections in the process. “Myspace
     offers an instant connection to a community,” she

                    “It’s a huge rush” to see Sherman shirts onstage.                                                                     APRIL 16, 2007            21
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           GAREB SHAMUS
               I first knew I’d be a marketer
               when . . . I sold my first ad in
               the SUNY-Albany college paper.
                                                        He used his marketing skills and a love of comic books to
               What is your most unusual
               source of inspiration? I have to         make millions of dollars. Now—Pow!—he’s back with still
               try hard not to get into acci-           another superhuman feat, the International Fight League.
               dents when I write notes while
               driving.                                            ear Mr Shamus: No disrespect to my fam-        onship event (Sept. 15 at The Forum, Los Angeles). And

               If marketing were suddenly
               against the law, I would . . .
               be selling contraband.
                                                       D           ily, but I have a question: Would you adopt
                                                                   me? Here’s why. You’re a self-made million-
                                                                   aire (a great quality in a dad) and I really
                                                       like your “I’m really having fun with my life” attitude.
                                                           You’re smart, too. In 1991 after graduating magna
                                                                                                                  you gave the 12 teams (11 North America, one in Tokyo)
                                                                                                                  killer names such as Razorclaws, Tiger Sharks and Ana-
                                                                                                                  condas. Then, last November, IFL went public.
                                                                                                                       Still, your true talent shone on the marketing front.
                                                                                                                  You successfully broke the first rule of Fight Club (“Do
               Who’d be your ideal tie-in              cum laude from the State University at Albany, N.Y.,       not talk about fight club”) by talking about IFL. You
               partner? Mountain Dew or                you took your love of comic books, your keen sense         signed William Morris Agency, Los Angeles, to rep IFL
               Under Armour. They know how             of marketing and a financial investment from your          and its fighters. You signed marketing partners Warn-
               to reach this demo and always           father and founded Wizard, the first full-color mag-       er Home Video, Suzuki, Microsoft’s Xbox 360, Sandals
               find the right partners ahead of        azine devoted to the comic-book industry. Its tremen-      Resorts, Fairtex sports apparel, and Dale and Thomas
               others.                                 dous popularity enabled you to launch industry pubs        Popcorn (Thomas being Isiah Thomas, president/head
                                                       Toyfare, InQuest Gamer, Anime Insider and Toy Wish-        coach of the NBA’s New York Knicks). You added biki-
               What was your best idea you             es. You then created WizardWorld national comic/toy        ni-clad ring girls and TV co-host Tiffany Fallon (Playboy’s
               never went with? Three words:           conventions. More success. Now all of them are part        2005 Playmate of the Year). By the time you were fin-
               Pokémon trading cards.                  of your Wizard Entertainment Group, Congers, N.Y.          ished, you’d created a runaway sports hit whose pop-
                                                           But you didn’t rest on your laurels. In 2006, you      ularity is exploding among 18-34-year-olds.
               Where—be honest—do you                  co-founded (with Kurt Otto) the International Fight             Because of its IFL broadcasts, Fox Sports Net had
               see yourself in 10 years? Sitting       League, featuring athletes proficient in mixed martial     a 24% increase in the 11 p.m. time slot versus the first
               ringside at an IFL championship         arts—boxing, kickboxing, submission grappling,             quarter of 2006, per ACNielsen, New York. IFL drove
               event in front of 100,000 fans.         wrestling. The concept mirrored the already popular        FSN numbers in key male demos, with the 18-34 age
                                                       Ultimate Fighting Championship. But your innovations       group up 41%, 18-49 up 15% and 25-54 up 27%. The
                                                       made it stand out. You formed five-man teams (UFC          audience for MyNetworkTV, which airs IFL Battle-
                                                       has one-on-one confrontations). You created an NFL-        ground, a weekly inside look at the IFL, jumped 60%
          BY BARRY JANOFF                              type schedule with playoffs (Aug. 2 at Continental Air-    over February 2006, including a 250% increase in
          Photo by Frank Veronsky                      lines Arena, East Rutherford, N.J.) and an IFL champi-     males aged 18-49.
                                                                                                                       Yet, viewers aren’t your only fans. “The IFL reach-
                                                                                                                  es our prime 14-34-year-old target demo,” said Bill
                                                                                                                  Nielsen, Xbox senior director of global business strat-
                                                                                                                  egy at Microsoft, Redmond, Wash. “We’ve worked
                                                                                                                  with Gareb on marketing efforts such as setting up
                                                                                                                  Xbox sections at events so athletes and fans can use
                                                                                                                  them together. It’s all hands-on, like the IFL.”
                                                                                                                       “Gareb gets it—he knows how to build a business
                                                                                                                  and engage marketing to make it work,” said Norbek
                                                                                                                  Hudak, executive director of sports marketing at Warn-
                                                                                                                  er Home Video, Burbank, Calif. “He doesn’t underesti-
                                                                                                                  mate fans or marketing partners; he gives them what
                                                                                                                  they want and more. He delivers the ‘Wow!’ factor.”
                                                                                                                       And, Mr. Shamus, somehow you even found time
                                                                                                                  to talk to me! “The concept behind IFL was to create a
                                                                                                                  sports environment based on athleticism, not blood,”
                                                                                                                  you said. “I knew we could target fans of action sports,
                                                                                                                  comics and videogames, and people who wanted their
                                                                                                                  intense reality shows in person, not on TV. But we are
                                                                                                                  expanding our audience. Our marketing partners spend
                                                                                                                  billions of dollars to build their brands. They looked at
                                                                                                                  our demo audience and saw a lot of growth potential.”
                                                                                                                       What’s next? At 38, you’re still looking ahead. “The chal-
                                                                                                                  lenge is to grow excitement,” you said. “Make our athletes
                                                                                                                  superstars and get more people to rally behind them.”
                                                                                                                       Iknow you already have a great family. But if you have
                                                                                                                  room for one more let me know. Thanks.                      I

          22             APRIL 16, 2007             “The concept’s based on athleticism, not blood.”
K16NextGEN16.Lay      4/13/07        11:08 AM       Page 7

                  ERIC KINTZ
               I first knew I'd be a marketer
               when . . . I did an internship at
               SC Johnson and discovered you
               could get excited by liquid soap          ‘Hewlett-Packard’ and ‘cool’ don’t often show up in the
               trends and washing behaviors.
                                                         same sentence. But thanks to this buzz maker, a little
               What is your most unusual                 new-media magic is well on its way to changing that. Dude.
               source of inspiration?

               Logic + Emotion (http://dar-                        ric Kintz really doesn’t want to be known for        The real point of the puppet thing, however, is that
                              that hand puppet thing. After all, Kintz, 38,    it embodies the ethos that Kintz and his marketing
               tion/ ), it’s a blog written by my                  has had more notable accomplishments at          efforts are bringing to HP, efforts that are helping to
               friend David Armano.                                Hewlett-Packard. Primarily, he’s worked out      engineer one of the tougher marketing feats out there:
                                                        some sort of system to assess ROI—no, not ballpark          remaking a company’s image. The word “staid” has
               If marketing were suddenly               it, really measure it—on ads. His set-up allows HP          stuck to HP like a rap sheet since at least the 1980s.
               against the law, I would . . .           to accurately compute the ad dollar-to-revenue              (Play along at home! Google “HP” and “staid”—you’ll
               move back to France.                     ratios, and can even break out results for all the dif-     get roughly 78,500 hits, about the same as you would
                                                        ferent countries that HP advertises in.                     pairing “Paris Hilton” and “vapid.”) Admittedly, it’s
               Who'd be your ideal tie-in                    It’s Kintz who contends all of this, of course—but     tough to be hip when you’re a $94 billion corporation.
               partner? Ask a Ninja, I love             it’s hard to doubt the system’s value because its cre-      But similarly-sized IBM had a successful makeover in
               Kent Nichols.                            ator won’t divulge any specifics for fear that, say, com-   the ’90s with the help of innovative marketing. HP
                                                        petitors might learn too much about it from a weekly        appears to be going the same route, in large part
               What was your best idea that             business magazine. Fortunately, to substantiate Kintz’s     because of Kintz.
               you never went with? A move              marketing prowess, there’s other stuff to talk about.           Which might lead people to think he’s some sort
               to Africa to become a trekking                Which brings us back to the hand puppet. Last year,    of enfant terrible, a wiseass digital kid. Hardly. In per-
               guide. I almost did it years ago.        at the height of World Cup fever, Kintz’s new media         son, he’s about as straight-laced as the company that
                                                        team cooked up “FingerSkilz,” the viral video that fea-     employs him—a disposition that belies his consider-
               Where—be honest—do you                   tured a hand, with the body of a soccer player drawn        able creative breadth. “He’s got a good handle on left-
               see yourself in 10 years?                on it, kicking around a balled up piece of paper.           brain marketing . . . the more technical aspects,” said
               Running a digital entertainment               Say what you want, but the video scored more           Peter Kim, an analyst with Forrester Research, Cam-
               company in L.A.                          than six million views on YouTube and elsewhere on          bridge, Mass. “But he’s also got a great understand-
                                                        the Web—quite a score for HP, a company that’s not          ing of consumer behavior and right-brain thinking. [It’s]
                                                        the first to come to mind when the topic of cool, viral     a good mix of skills.”
          BY TODD WASSERMAN                             marketing comes up. (HP initially didn’t include its            Take blogging for example. Launched about a year
          Photo by Ed Caldwell                          logo with the video, but later relented. Smart move.)       ago, the “Marketing Excellence” blog was HP’s first, but
                                                                                                                    just in time to join the blog wave that the corporate
                                                                                                                    behemoth would easily have missed otherwise. “It
                                                                                                                    started as a personal adventure,” Kintz said. “It’s a space
                                                                                                                    that’s very much driven by personal experimentation.”
                                                                                                                    Indeed. Far from being a company dirge, Kintz’s blog
                                                                                                                    gives traditionally non-HP types a reason to check
                                                                                                                    out HP. For example, one of Kintz’s recent entries fea-
                                                                                                                    tured “10 reasons why I still need to be convinced about
                                                                                                                    marketing on Second Life.”
                                                                                                                        Drawing power aside, HP quickly discovered that
                                                                                                                    its blog could also serve as a very effective, under-the-
                                                                                                                    radar medium for bitch-slapping competitors. Case
                                                                                                                    in point: Last summer Sun Microsystems paid $6,000
                                                                                                                    for life-sized wooden statues of HP founders Bill
                                                                                                                    Hewlett and David Packard, then announced plans to
                                                                                                                    bring Bill and Dave cross-country for an art project
                                                                                                                    called “Pioneers Hitchhiking in the Valley of Heart’s
                                                                                                                    Delight.” (Though it would probably make blue-chip
                                                                                                                    companies squirm, this kind of frat-boy rivalry is quite
                                                                                                                    common to the high-tech sector.)
                                                                                                                        Traditional marketing protocol would have called
                                                                                                                    for HP to immediately issue a condemning press
                                                                                                                    release, but that would have made the company look
                                                                                                                    stodgy (much like McDonald’s looked when it object-
                                                                                                                    ed to “McJob” becoming an official dictionary word).
                                                                                                                    Instead, the company saved its venom, and Kintz used
                                                                                                                                                       (Continued on page 31)

          24             APRIL 16, 2007              HP’s blog “is driven by personal experimentation.”
K16NextGEN16.Lay        4/13/07         11:08 AM    Page 8

                 RYAN CLARK
                  I first knew I’d be a marketer
                  when . . . My first job was in
                  finance, but I saw what prod-
                  uct managers did every day. I          To continue growing Kraft’s South Beach product franchise,
                  quickly realized that marketing
                  is where my heart is.
                                                         this marketing director builds a platform (a moving one,
                                                         with sand to boot) of balanced nutrition and healthy living.
                  What is your most unusual

                  source of inspiration? Busy                     ay you are in charge of marketing for a line      Wraps and 100-calorie SnackBar Delights.
                  shopping malls full of people.                  of diet food products that boasts instant             As marketing efforts like these have taken cen-
                                                                  name recognition and a robust $36 million         ter stage, colleagues and agency partners credit Clark
                  If marketing were suddenly                      ad budget. The public is growing weary of         with fostering a climate of experimentation within
                  against the law, I would . . .        fad diets, however, and you want to ensure that con-        the typically more traditional food giant.
                  become an architect.                  sumers maintain a long-lasting relationship with your           “Ryan’s approach has facilitated a lot of free think-
                                                        brand. So how do you reinforce your message?                ing and creativity. It’s allowed us to introduce fun new
                  Who’d be your ideal tie-in                If you’re Ryan Clark, director of marketing for Kraft   elements,” said Maryanne O’Dowd, svp at Weber
                  partner? A restaurant chain           Foods’ South Beach Diet products, launched in 2005,         Shandwick, Chicago.
                  that sold our products.               you add a little salsa to the advertising with some             Clark rose up through the marketing ranks at
                                                        fancy promotional footwork.                                 Kraft, where has worked since 1999 on brands like
                  What was your best idea                   “After two years of building brand awareness, it        Velveeta, Philadelphia Cream Cheese and Kraft Sin-
                  that you never went with? A           was time to [promote a healthy lifestyle] beyond food       gles. The company licensed the South Beach Diet
                  handheld bacteria scanner for         to include exercise and physical activity,” said Clark,     trademark to launch the new product line in Janu-
                  kitchen counter tops.                 who, at 36, is an avid beach-goer and regularly flies       ary of ’05, and Howard Brandelsky, vp-strategic ini-
                                                        to Miami for meetings with partner Dr. Arthur Agat-         tiatives, tapped Clark for the effort.
                  Where—be honest—do you                ston, creator of the South Beach Diet.                          “Ryan encourages free thinking, giving his teams
                  see yourself in 10 years? In              Enter Beach in a Box Cafe: two 35-foot trucks           a strong sense of ownership,” said Brandelsky. “He
                  senior management.                    framed in clear plexiglass and decked out with a            doesn’t shy away from opposing points of view
                                                        “beach” complete with sand, palm trees, beach chairs        because he knows that type of dialogue can spur
                                                        and live models. Kraft used the mobile tour this past       some of the best ideas.”
                                                        January to bring the flavor of Miami’s South Beach to           Like the beach promotion, much of the branding
                                                        urban denizens across the U.S. Celebrity fitness train-     echoes the South Beach lifestyle. Ads, via FCB, Chica-
                                                        er Ramona Braganza could be seen exercising                 go, use Latin rhythms to provide the backdrop for an
           BY SONIA REYES                               through the glass, while brand ambassadors hand-            educational message of a balanced diet filled with
           Photo by Wayne Cable                         ed out samples of new items like Frozen Tortilla            grains, fruits/vegetables, healthy fats and lean pro-
                                                                                                                    tein. Unlike the stricter Atkins plan, the South Beach
                                                                                                                    diet allows for greater consumption of whole grains
                                                                                                                    or otherwise nutrient rich “good” carbs, though it still
                                                                                                                    falls into the low-carb diet category.
                                                                                                                        “Diets are associated with deprivation,” said Clark.
                                                                                                                    “We wanted consumers to associate the brand with
                                                                                                                    energy and excitement.”
                                                                                                                        Kraft, too, has a lot to be excited about. The South
                                                                                                                    Beach Diet line raked in sales of more than $100 mil-
                                                                                                                    lion in its first year, per Information Resources Inc.
                                                                                                                    It surpassed the $250 million figure in 2006, earning
                                                                                                                    the brand the No. 1 spot in IRI’s yearly list of top 10
                                                                                                                    food and beverage “Pacesetters.” In that time, the
                                                                                                                    franchise has grown to 200-plus items, including piz-
                                                                                                                    zas and the new tortilla wraps and snacks.
                                                                                                                        Still, consumers’ patience for prefabricated diet
                                                                                                                    regimens has dwindled: 45% of adults now say they
                                                                                                                    are actually on a diet (the lowest level in 16 years),
                                                                                                                    according to the latest Eating Patterns in America sur-
                                                                                                                    vey by NPD Group. The No. 1 diet remedy cited in the
                                                                                                                    survey? “My own diet.”
                                                                                                                        “The good news for the South Beach diet is there
                                                                                                                    will always be one-quarter of the population on some
                Clark, l., with vp of                                                                               kind of diet,” said Harry Balzer, vp at NPD, Chicago.
                South Beach Diet                                                                                    “The SBD offers convenience and a wide variety of
                Foods Howard                                                                                        all-day flavors for breakfast, lunch and dinner.”
                Brandiesky                                                                                              Perhaps that is a recipe for lasting success. I

           26               APRIL 16, 2007         “We want consumers to associate the diet with energy.”
K16NextGEN16.Lay        4/13/07       11:08 AM       Page 9

                                                                                                                               DOUG JAEGER
                                                                                                                               I first knew I’d be a marketer
                                                                                                                               when . . . I was in the seventh
                                                                                                                               grade and got an A- for a paper
     You only live once, so why not enjoy it? The founder of                                                                   that was four pages too short, but
                                                                                                                               had a color cover I designed myself.
     thehappappycorp global lives hard and plays with the culture
                                                                                                                               What is your most unusual
     queens. Fortunately, a number of brands also make his A-list.                                                             source of inspiration? The
                                                                                                                               hangover. I think it causes your

                 all him a marketing-agency-owning “grup,”        bigger diamond,” Jaeger said. “I think there’s this whole    brain to work in different ways.
                 but maybe not to his face. Doug Jaeger, the      American ideal of bigger cars, bigger celebrities, big-
                 youthful founder of thehappycorp global,         ger everything. I started thinking about what would          If marketing were suddenly
                 isn’t a fan of labels.                           make me, and others around me, happy.”                       against the law, I would . . .
         In case the fun, informal, all-lowercase fonts aren’t        Thus, thehappycorp was born in 2004, and about           teach art or become a filmmaker.
     a clue, Jaeger’s company is far from traditional and         a year later Jaeger began the LVHRD gatherings to
                                                                                                                               What was your best idea that
     uptight. He served his time on Madison Avenue with           attract creatives—not the ad world’s cream of the
                                                                                                                               you never went with?
     such grown-up clients as Lucent Technologies,                crop—but the art, music, acting, design-scene variety
                                                                                                                               Everything I thought of I’m still
     DeBeers, TD Waterhouse, Absolut and as            who drive New York culture. The club now has rough-
                                                                                                                               trying to do! Sometimes you just
     a partner of Digital@JWT and as the youngest cre-            ly 2,500 “hardcore members” and 10,000 people on
                                                                                                                               have to wait for the right
     ative director at TBWA\Chiat\Day. But his resume also        its e-mail list. Forget the velvet rope. LVHRD is about
                                                                                                                               moment to execute.
     boasts such playful milestones as “1990: Learned to          curating quality: members get texts with addresses
     drive stick shift on Atari’s Hard Drivin’ in an N.J. bowl-   0f the super-secret parties on event days, not prior.        Where—be honest—do you see
     ing alley” and “1996: invented Virtual Omelette, one of          Rather than pitch hard, sponsor imagery can be           yourself in 10 years? When I was
     the Web’s first viral experiments.” At 31, Jaeger (pro-      grafted into the action; food and beverage brands offer      21, I’d say, ‘Enough money to
     nounced like the herbal liqueur) seems like a textbook       sample s. Video podcasts–both pro and amateur—pick           order anything I wanted off the
     case of the lucky Gen Xer who managed to transform           up a sponsor’s presence at events and blogs weave            menu.’ I guess when I’m 41 I want
     “work” into fun.                                             them into the conversation. According to Jaeger, brands      to be able to order anything off
         “We don’t say, ‘We’re a marketing agency,’ ” Jaeger      have to be entertaining—or, at the very least, entertain-    the menu and not worry about
     insisted. But basically, it’s a marketing agency wrapped     ment enablers—to stand out in a DVR-driven world that        cholesterol. I don’t really think
     in a social experiment shrouded in an excuse to party,       is the antithesis of traditional advertising.                that far . . . I hope I’ll be relaxing
     or vice-versa. Or, something like that.                          “Brands need to make their messages active con-          [and] sleeping more.
         By staging monthly NYC happenings that are part          tent,” he said. “They need to stop having taglines and
     flash mob, part art experiment, part Fight Club, the-        start talking to people [and] providing content they
     happycorp is designed to “do good by helping com-            care about. If you appear as an advertiser, you are not     BY BECKY EBENKAMP
     panies market better through the use of communi-             going to get consumers to consume.”                    I    Photo by Juliana Thomas
     ty-building techniques,” said Jaeger. Brands ride along
     as presenters of the fun. The events, which are thrown
     and publicized by his club/blog/quarterly print mag-
     azine arm, LVHRD (that’s “live hard”), utilize “fash-
     ion, art, architecture, speed . . . to get people togeth-
     er in a landscape where a competition can occur.”
         Take the Master-Disaster Vending Machine Chal-
     lenge. Last month in a TriBeCa bar, teams from MoMA
     and publications AM New York, The Onion and Pocket
     Change were pitted against each other to see which
     could be the first to devour the entire contents of a ful-
     ly stocked automat. Word of the event spread through
     the LVHRD grapevine and blogs, and the event sold out
     as about 200 local hipsters paid $11-22 to witness the
     snacking spectacle. And, while it might not sound like
     marketing per se, Dewar’s Scotch whisky, Fred water and
     Brooklyn Brewery also were in attendance. Other clients
     include auto-sharing service Zipcar, DJ source Turntable
     Lab and the blogs T Ching and Amy’s Babies.
         Five years into his previous agency career, Jaeger
     already was pegged as a digital maverick, but felt
     pigeonholed. He says he was working on an account
     for a candy with “lead and arsenic in it” when a col-
     league pointed out that he didn’t appear to be happy.
     “Though I’d worked on some clever marketing stuff,
     I didn’t want to make people feel bad about how much
     money they earn [in order to persuade them] to buy a

 “[It’s] something that creates this need for discussion as it’s happening.”                                                                 APRIL 16, 2007             27
K16NextGEN16.Lay       4/13/07        11:08 AM        Page 10

               I first knew I’d be a marketer
               when . . . I started The Boarding
               School Care-Package Co. as a
               sophomore in college. Although
               short-lived, I realized that I had a      He turned a passion for ice hockey into a chance at a better
               strong passion for creating and
               bringing to life ideas that
                                                         education. Now he’s skating through the business world with
               reached consumers.                        the likes of Diddy, Lucky Jeans and DJ ‘Fatman’ Scoop.
               What is your most unusual

                                                                         hen Bernard Smith was attending              gram that would pay for Smith’s boarding school
               source of inspiration?                                    boarding school on an ice hockey schol-      scholarship. “He always worked the room and is very
               The possibilities that exist and                          arship, he often wondered how other          engaging, a real bright guy,” said Drakoulias. “I was a
               my work ethic, strangely.                                 people’s parents were able to afford the     mentor who really learned things from the mentee.”
               If marketing were suddenly                $25,000 annual tuition.                                          Smith remembers that he had tried to make a good
               against the law, I would . . .                “I asked around and most of them were business           impression back then. “I excelled at hockey,” said
               Marketing is in my DNA. I’d find          owners,” said Smith. Lesson learned. When Smith grad-        Smith. “I would always be a little more determined
               alternative ways to market under          uated St. Lawrence University in 2001, he briefly tried to   than the next person. I would ask questions.”
               the radar. Thorough brainstorm-           break into acting. When that didn’t work out, he decid-          Smith parlayed that connection with Simmons into
               ing can almost always solve               ed that rather than work for someone else, he’d start        UA’s first project, a Project Runway-like contest
               what's thought to be impossible.          his own business, which he did on his 21st birthday.         between New York’s Parsons School for Design and
                                                             Six years later, Smith’s firm, UA Marketing in New       the Fashion Institute of Technology to design items
               What was your best idea that              York, has worked with Russell Simmons’ Phat Farm             for Simmons’ Phat Farm clothing label. At one point,
               you never went with? Actually,            on clothing promotions, has put together market-             Smith says, MTV was interested in covering the event,
               it just came true. Since college,         ing deals for New York Hot 97 DJ Fatman Scoop and            reality TV-style. “Just because of legal reasons, we
               I had this simple idea: Keep it           has worked with Lucky Jeans to launch a line focused         couldn’t get the work done,” Smith said. Meanwhile,
               Clean [now] helps newspapers
                                                         at kids. He’s also setting about to help the New York        the real Project Runway began airing about three
               that depend on vending boxes to
                                                         City Parks Department convince local residents to            months later. Smith stayed on good terms with Sim-
               improve the cosmetic conditions
                                                         clean up after themselves.                                   mons, though, and is now designing a new product
               of their pub stands (and their
                                                             Smith’s success is proof that it never hurts to have     for Simmons Jewelry.
               circulation and presentation) by
                                                         a lot of friends. The Russell Simmons affiliation, for           Meanwhile, a chance encounter even earlier than
               cleaning them.
                                                         instance, came via Peter Drakoulias, a veteran mar-          the Drakoulias meeting netted a relationship with Fat-
                                                         keting executive who worked at Deutsch before run-           man Scoop. “His younger brother and I were best
                                                         ning Simmons’ ill-fated marketing firm dRush.                friends in preschool,” said Smith. That led to a rela-
          BY TODD WASSERMAN                                  Drakoulias had coached Smith since the latter was        tionship in which UA lined up marketing deals for
                                                         a 13 year-old enrolled in Ice Hockey in Harlem, a pro-       the DJ, most notably a Bombay Sapphire gin tie-in
                                                                                                                      for which Smith wrote and arranged a song called
                                                                                                                      “Fire” that was played at influencer events.
                                                                                                                          With Fatman Scoop and Simmons on its roster, the
                                                                                                                      four-person UA firm has been able to nab clients like
                                                                                                                      Diddy’s Sean John label and Lucky Jeans, which tapped
                                                                                                                      Smith to handle experiential marketing for its Los
                                                                                                                      Angeles and (this fall) New York introductions of a
                                                                                                                      new line, Lucky Kids.
                                                                                                                          This coming summer, Smith will juggle that proj-
                                                                                                                      ect, the Simmons jewelry line and another effort in
                                                                                                                      New York to clean up newspaper boxes on behalf of
                                                                                                                      the New York Daily News and others. “I, for one, am
                                                                                                                      turned off by boxes that are graffitied and dirty,” Smith
                                                                                                                      said, adding that such outward manifestations do
                                                                                                                      harm to the newspapers’ brands. “That’s what we do,”
                                                                                                                      Smith said. “We help brands find better ways to con-
                                                                                                                      nect with consumers.”
                                                                                                                          Like acting, running a marketing firm involves a lot
                                                                                                                      of hustling and Smith has often been tempted to for-
                                                                                                                      go the business and work for someone else (includ-
                                                                                                                      ing the teen-focused firm Alloy, for which he worked
                                                                                                                      for a year or so full-time), but as he discovered years
                                                                                                                      ago, being the boss has its rewards.
                                                                                                                          So, apparently, does ice hockey, although Smith
                                                                                                                      admits he hasn’t played in years. “I tried it recently
                                                                                                                      and I wasn’t any good,” he said. “I think I’ll just hang
                                                                                                                      it up.”                                                I

          28              APRIL 16, 2007          “I was a bit more determined . . . and asked questions.”
K16NextGEN16.Lay      4/13/07        11:08 AM      Page 11

               I first knew I was going to do
               this for a living when . . . I do
               what’s interesting to me. So,
               in some sense, I’ve always              This Web wizard isn’t really a marketer. Actually, if you ask
               done “this” for a living.
                                                       him, he doesn’t even like marketing. But is revolu-
               What is your most unusual               tionizing social networking. Marketers, better pay attention.
               source of inspiration? There

               are lessons to be learned                          t first blush, Joshua Schachter, the 33-year-       Essentially, the site allows users to bookmark sites,
               everywhere you look. But                           old founder of the Web site—pro-    then share them. has been categorized as
               mostly I come up with ideas                        nounced “delicious,” despite the periods—is     “social bookmarking” because, as with social network-
               in the shower or in my sleep.                      a peculiar choice for a roundup of star mar-    ing sites, it involves the sharing of content. But
                                                      keters. His service contains minimal advertising and,       Schachter prefers to think of it as a way of “keeping
               If the Internet were sud-              on the phone with him, it quickly becomes apparent          found things found.” (Sounds simple enough, but
               denly against the law,                 that not only is Schachter not focused on building the      Yahoo! in 2005 thought it was worth paying a rumored
               I would . . . If Internets are         perfect ad model, he disdains most advertising online,      $30 million to own.)
               outlawed, only outlaws                 period. Instead of creating ads that consider the effect        The concept that keeps these compilations from
               would have Internets.                  over the long-term, he charges, marketers just pack in      becoming just a random pile of “favorites” links is called
                                                      as many ads as they can in a “short-term optimization       “tagging.” Schachter reappropriated the term from its
               Wh0’d be the ideal tie-in              toward profit.”                                             old-school uses when first developing in
               partner for your business?                 Then he turns the tables: “Do you think that’s a net    2003. (An electrical and engineering grad freshly mint-
               Yahoo! Which is convenient.            gain or a net loss for the Internet?”                       ed from Carnegie-Mellon University, Schachter was
                                                          OK, so, Schachter’s not exactly your traditional        working for Morgan Stanley in New York when he first
               Where—be honest—do you                 marketing vp. But his efforts are taking social network-    built to help him organize his own favorite
               see yourself in 10 years?              ing—a concept that savvy marketers are awaking to           links.) But all that tagging does is let people associate
               Either racing jetpacks across          in growing numbers—to its next level. The       their links with a bunch of self-selected words that will
               the moon or . . . in a meeting.        site ( has become a conduit through      help other users find it.
                                                      which links and opinions—both positive and nega-                Say you visit and search for the tag
                                                      tive—about brands are free to fly like atoms. With a        “Hummer”—you’ll find links to hundreds of sites that
                                                      few clicks, marketers can swiftly learn what customers      other users have tagged with that word. So, what
                                                      think about their products. The site also serves as a       makes any different from, say, Google?
                                                      cyber town square where consumers make their voic-          Rather than algorithms, it’s people who are providing
          BY CATHARINE P. TAYLOR                      es heard by demonstrating what sites—and points of          the organization—and that gives the classifying of
          Photo by Ed Caldwell                        view—are important to them.                                 Web content an entirely different spin.
                                                                                                                      According to Clay Shirk, who teaches interactive
                                                                                                                  telecommunications at New York University,
                                                                                                         is “the user’s eye view of the world.”
                                                                                                                      But how, exactly, is this supposed to rock a marketer’s
                                                                                                                  world? Buckle up, and let’s go back to “Hummer.” A
                                                                                                                  search on spits up a slew of information about
                                                                                                                  how Hummer is viewed by several hundred of the site’s
                                                                                                                  two million users (GM marketers, if you’re reading this,
                                                                                                                  take an antacid). Some 200 users link to a site called
                                                                                                        , which, when enunciated, speaks for itself.
                                                                                                                  You’ll also find a link (from 161 users) to RonaldMcHum-
                                                                                                        , which decries a recent McDonald’s promo that
                                                                                                                  gave away toy Hummers. What about a link to Hum-
                                                                                                                  mer’s actual Web site? Only three users linked to Hum-
                                                                                                         As Schachter explained: “You will get caught
                                                                                                                  doing whatever you’re doing.”
                                                                                                                      On a less ominous note, Schachter said he has
                                                                                                                  seen a corporation use to its advantage.
                                                                                                                  Adobe, for instance, is “using a human approach” by
                                                                                                                  setting up its own account (http://
                                                                                                        , run by two Adobe employees, who
                                                                                                                  bookmark content about the company they find
                                                                                                                  interesting. In the consumer-controlled world of Web
                                                                                                                  2.0, such endeavors will succeed or fail based on the
                                                                                                                  merits users perceive in them, rather than how much
                                                                                                                  money changes hands. And to Schachter, that’s just
                                                                                                                  delicious.                                              I

          30             APRIL 16, 2007            “You will get caught doing whatever you’re doing.”
K16NextGEN16.Lay         4/13/07       11:08 AM     Page 12

     ABBY SPATZ          (Continued from page 18)           ERIC KINTZ (Continued from page 24)                     and the introduction of photo kiosks at Albertsons
                                                                                                                    and Longs Drugs stores, have broadened HP’s
     should do more than take you from A to B. Trav-        the blog to dis Sun’s plan as a “nice stunt.” Readers   income sources, helping to diffuse Dell’s threat.
     el should remind you we are all connected.”            got it; HP looked savvy.                                     Since then, HP has ridden out a well-publicized
     Another spot shows a father and daughter push-             Lest all this Web savvy suggest Kintz is a Tech     scandal over then-chairman Patricia Dunn’s Wal-
     ing the ends of the line segment to form a sand        Guy, let the record show that, actually, he’s a per-    Martish attempt to trace board-level leaks to
     castle in the middle.                                  fume guy. The French-born Kintz started his career      reporters. While the media jumped all over the sto-
           “Abby understands the creative process and       in Europe with Christian Dior, launching fragrances.    ry, it seems the public cared far less: Both HP’s image
     is collaborative and open in the way she works         From there, he moved to Roland-Berger, a McKin-         and sales emerged unscathed. That leaves Kintz a
     with the agency,” said Sonya Grewal, creative          sey-like strategy consulting group. That job eventu-    clear horizon for his ongoing mission of making HP
     director at Y&R’s Chicago shop. “She’s aware of        ally brought Kintz to New York. Later, after moving     less aloof and more of a real-time Web 2.0 player.
     what’s hot culturally and brings an interesting        to San Francisco, he landed a job with HP.                   He’s got plenty to do before HP gets there. Right
     perspective to the communication for Hilton.”              At the time Kintz arrived, HP was girding itself    now Kintz is working on marketing efforts like a recent
           When Spatz first presented the squiggly lines    for Dell’s invasion of the printer market. Though HP    viral video featuring a British office worker who man-
     that eventually would become the sketch art cre-       has a strong presence in PCs, printers have long been   ages to hold on to his cup of tea despite free-running
     ative, senior executives were bemused. Where           its cash cow. With its focus on tight margins and its   stunts that would give Johnny Knoxville pause. (What’s
     were the typical pictures of the happy, shiny          lack of retail middlemen, Dell was uniquely posi-       this got to do with HP products? Not much, but it’s
     faces of people at the beach they asked?               tioned to mess all of that up.                          another way of upping HP’s cool quotient.)
           “I explained, ‘It's not about what these peo-        “We reacted very quickly, defining the strategic         So, what’s the ROI on that stuff? Has Kintz real-
     ple look like. It's about what they feel, how they     road map,” Kintz said. In 2005, HP bought Snapfish,     ly reconciled the left-brain/right brain dilemma?
     live and what the journey means to them,’” said        an online photo service. It was a tacit acknowledge-    Maybe. “I can’t tell you its contribution to the bot-
     Spatz. “To show who that person is takes away          ment that printers aren’t the best and cheapest way     tom line,” he said. “Everyone is still trying to fig-
     the ability of seeing yourself in that experience      to develop photos taken on a digital camera. That,      ure out exactly how it works.”                       I
     . . . No one was doing that in our category.”
           She had a similar experience while working
     on the American Express Senior (Gold) Card.
     Instead of merely perceiving the audience as
     people over 65, Spatz understood this to be a
     consumer group that travels and has a variety
     of lifestyles: “The fundamental notions that drive
     concepts are largely rooted in how something
     should feel or how you want to experience it.”
           Today, Spatz is rarely “not working,” said
     Diskin, because she is always processing infor-
     mation that may help Hilton relate its journey
     with a particular program or medium.
           The Food Network relationship, for instance,
     began as a media buy but now is a partnership
     with 11 properties offering a “Food Network Trav-
     el Package.” Hotel executive chefs prepare des-
     tination-specific four-course menus and wine
     pairings. In-room TV airs highlights of FN shows
     featuring local restaurants, and guests booking
     the package receive a cookbook, restaurant
     guide and a DVD of the channel’s travel shows.
           Spatz also lined up an outreach effort to fam-
     ilies with Discovery Kids Network to spark an
     adventure experience. Last summer, kids submit-
     ted video stories about their trips to air on the
     channel and on This summer,
     Hilton will include a disposable digital camera in
     promotional packs so youngsters can do so again.
           “It's a lofty task to be part of redefining an
     icon but that’s why I got so excited when I was
     hired here,” said Spatz. “The idea of doing some-
     thing bigger and changing the way people think
     about what Hilton is, that’s a challenge a mar-
     keter doesn’t get very often.”                    I                                                                                                                          APRIL 16, 2007           31

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