The managing partner of WIT Strategy and iMedia contributor leads a panel discussion on how creative is being applied to video, social media, gaming and mobile to engage consumers, and which types of creative are performing best.

The old model in which advertisers addressed captive audiences by whacking them over the head repeatedly with messaging has evolved into a more engaging, participatory approach, in which creative messages are welcomed and actually sought out.

This new era has challenged creative agency minds to think outside the 30-second spot. For example, RPA's marketing of the Honda Element started with an online campaign that featured an animated crab called Gil, who was later introduced into TV ads. Gil was given a MySpace profile that contained a blog with product information. The profile also referred visitors to savethecrab.com to petition Honda to use Gil in 2007 Element ads. So far, Gil has acquired 81, 693 friends on MySpace and more than 13,000 of these have signed his petition. 

During this session, panelists will discuss how creative is being applied to video, social media, gaming and mobile to engage consumers and which types of creative are performing best.

Bios:
Over 15 years of creative advertising, strategic planning and client experience, coupled with 10 years of online media experience, have made Uwe Hook the perfect match to lead the advertising practice at Genex. Hook is instrumental in connecting with the specific needs, challenges and successes of clients in order to create integrated digital campaigns.

John Gray manages the creation of all online advertising, search marketing, email marketing and alternative media campaigns at Enlighten, a leading interactive agency developing innovative online experiences for major brands such as Audi, Hunter Douglas, Pulte Homes and Comerica. Previously, he was a partner and associate communications director at JWT in Detroit where he managed the digital media planning team for the Ford Division account.

From his early days as Media Studies Department Director at St. Josephs College, Stefan Kogler has been building a comprehensive knowledge of current trends in the multimedia arena. His strengths lie in his exceptional ideation and new media management, sales, advertising and marketing performance skills. At Campbell-Ewald, Kogler continues to apply his innovative, new media/marketing approach for brands such as: the U.S. Navy, Chevy, Cendant, American Heart Association, Bissell, U.S. Postal Service, Alltell, Farmer's Insurance, Kaiser Permanente and Michelin.

Jeannie Moran has been working with Fortune 500 companies for nearly 10 years. She is the ecommerce marketing director for AutoNation, Inc. Prior to joining AutoNation, Inc., Moran worked for Hilton Hotels Corporation. Before Hilton Hotels Corporation, she worked for Electronic Data Systems (EDS) serving their financial client, Bank One Texas for four years.
Mark Naples is managing partner for WIT Strategy, a strategic communications consultancy that serves clients who do business on the web in the United States, Europe, and Latin America. WIT Strategy helps these organizations identify and leverage marketplace opportunities, developing and executing strategies that enable them to meet their sales and marketing and/or corporate public affairs objectives in the most cost-effective manner.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): John Gray, Director of Interactive Marketing, Enlighten; Uwe Hook, Director, Interactive Marketing Strategy, Genex; Stefan Kogler, Senior Vice President, Emerging Media, Campbell-Ewald; Jeannie Moran, Director, eCommerce Marketing, AutoNation, Inc.

Format: 01:13:34, 67.3 MB, MP3