Prior to DDW, Mike has held senior leadership positions at Deutsch LA, Y&R SF, Doremus, Publicis & Hal Riney, JWT Sydney, and Ogilvy London. Mike started his career in Brand Management at P&G and holds an MBA from the Kellogg School of Management at Northwestern University. Mike and his wife Cindy live in San Anselmo, California and are the proud parents of Hanna and Lucas. When he’s not working, you‘ll find Mike either mountain biking, playing with his blues band, or cooking.
Specialties: Brand strategy, marketing strategy, brand experience design, packaging, integrated marketing communications, digital communications, global account management, business development, agency operations, experiential marketing
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Integrated Marketing Communications
Integrated marketing communications was once simply about bringing together and aligning all the communication activities of a company. Thanks to the openness of the web, consumers now have more power than ever. What they say matters and they expect to be heard.
Today, marketing communications is more a system of “push and pull.” Specifically, brands continue to “push out” messages to customers and prospects through traditional forms such as television, newspapers, magazines, radio, outdoor, sales promotion, public relations and the like. But at the same time, consumers have increasing capability to “pull” content in from the brand via Internet and social networks like Facebook, YouTube, Twitter, Instagram and Pinterest.
And social networks allow unfettered conversations about products and brands. With new broadband-enabled devices, consumers can access that information when, where and how they want it, and talk about it to a virtually limitless global audience of peers and influencers. The result for marketers is a loss of control over what is said about their products and services and how it is said.
The new imperative is to view marketing communications the way audiences do: holistically, integrated and always available. For marketers, that means integrating “push” and “pull” components of their communication plans in ways that provide consumers the information, solutions and experiences they want. At the same time, they must deliver short-term financial returns and long-term brand and shareholder value.
In today's multi-channel world, integrated marketing communications is not only the careful integration of communications channels to deliver a clear and consistent message. It is also a system of communications that builds and nurtures a positive, active relationship with customers and stakeholders.
The implications are broad and deep – from the organization of marketing departments, to the marketing planning and budgeting process, to the development of marketing strategies and tactics, to measurement and accountability.