SoDA Panel: Agency Ecosystems that Work –What’s the Secret Formula?
Spending all your time coordinating your agencies? Struggling to get your brand agency to think digitally? Stuck in an older campaign process rut? Fed up with your partners who won’t collaborate? Just not getting work that helps your bottom line?
You are not alone: Many marketing clients are retooling their agency ecosystems to get more out of their agency partners. They want better ideas and digitally-centric work that incorporates peer-based strategies and leverages the right social, mobile, and digital tools. They want their agencies organized to improve contribution and accountability to the bottom line. Straight from the front lines, this panel will feature three client/digital agency team duos sharing their specific success stories and the best practices that they’ve discovered.
About the speakers
Beverly Stotz, Vice President of Marketing, illy
Beverly Stotz is the Vice President of Marketing at illy. She is responsible for managing all aspects of brand marketing in North America including digital and ecommerce marketing. Prior to joining illy, Beverly worked in marketing for other consumer packaged goods brands such as L’Oreal, Haagen-Dazs, Hood, Fanny Farmer Candies and in sales for Cover Girl cosmetics and Noxzema skin cream. Beverly received her undergraduate degree in Marketing and her MBA from Boston College. She has a ten year old son and lives with her family in the metro NY area.
Tom Beck, President, Enlighten
Tom is President of Enlighten, an independent digital media, experience design and technology agency based in Ann Arbor, Michigan. For the past 15 years, he's helped numerous start-ups and large corporate brands to better understand the ways in which market dynamics, consumer trends and digital technology are shaping the future of their businesses. On the management side, Tom leads Enlighten’s growth strategy and plays an active role in expanding the agency's partner and relationship network. He directs Enlighten’s operations and works closely with the management team on leadership, culture and innovation. His professional, personal and creative energy is focused on the intersection of technology, design and the ideas that are remaking the global economy on a more human scale. He holds a BA in English from Indiana University.
Jessica Pezzullo, Digital Practice Lead, SelectResources Intl. (Moderator)
Jessica Pezzullo has a passion for helping clients solve their business and marketing problems, she is a natural consultant, calling on her experience as both a client and agency consultant across some of the best blue-chip brands, including Hearst, Ogilvy, Saks Fifth Avenue, ATT, LG, and American Express. In her work as a consultant, sheâ€™s worked with leading brands across every sector, including Walmart, Discover Financial Services, and The McIlhenny Company, purveyors of TABASCO. She adores the work she gets to do crafting agency models, and delving into digital innovations in her role as Digital Practice Lead for SelectResources Intl.
Mark Pollard, VP, Brand Strategy, Big Spaceship
Mark is a brand planner who grew up digital. He built his first website in 1997 and spent much of his 20′s as a producer doing user experience, digital and content strategy, and project management in places like TribalDDB and Ogilvy. He then developed brand planning chops at Leo Burnett and has tried to bring the worlds of digital and direct marketing together with brand thinking ever since. He created the first full color hip hop magazine in the Southern Hemisphere, featured in the AdNews Top 40 under 40, and won a Gold Account Planning Group (APG) award for his McDonald’s ‘NameIt Burger’ strategy. A NSW Government initiative listed him as one of Sydney’s Top 100 Creative Catalysts. Mark joined Big Spaceship from Saatchi & Saatchi NY where he was Director of Planning Innovation.
David Treier, Business Change Director, Marketing, WellPoint, Inc.
David is a marketing director for WellPoint where his responsibilities range from cultivating strategic partnerships to crafting social media strategies and branded programs that engage consumers in relationships across all digital/mobile channels and earn loyalty. WellPoint is one of the nation’s largest health benefits companies, with nearly 33 million members in its affiliated health plans and approximately 64 million individuals served through its subsidiaries. Coming from a public relations and design background, David has transitioned into building integrated marketing experiences that deliver value for the user while also solving business needs created by the passage of new federal health care law. He has more than 15 years of experience that ranges from working for large corporations like WellPoint and Hormel Foods to direct marketing for-profit education and operating his own small boutique agency.
Garth Moore, US Digital Director, ONE.org
Garth Moore (@garthmoore) is US Digital Director for the ONE Campaign, the global grassroots advocacy and campaigning organization — founded by Bono-- that fights extreme poverty and preventable disease. Before joining ONE. Garth worked as the Internet Director at 1Sky, a climate advocacy campaign and as an online fundraising and social media consultant with Changing Our World. He began his nonprofit career as Online Communications Director for the ASPCA in New York before becoming a freelance consultant with Charity Dynamics and the ACLU. Garth has held advisory board positions with Convio and the Association of Fundraising Professionals. He has a BA in Journalism from the University of New Mexico and an MA in Communication from the Johns Hopkins University.