MMC Names Deputy Directors in Consumer, Health & Well-Being Practices
Hires Senior Digital Strategist in Creative Catalyst Group
New Deputies Strengthen Senior Client Leadership, Counsel across Robust Business
New York – Marina Maher Communications (MMC) today announced newly created roles for two veteran agency Managing Directors to practice-wide Deputy Directors. Amber Meredith has been named Deputy Director in MMC’s Consumer Practice and Michele Schimmel has been named Deputy Director in MMC’s Health & Well-Being practice.
MMC also announced a significant addition to its digital roster, David Richeson, who joins the agency as Managing Director, Digital Strategies in the Creative Catalyst Group.
Meredith has been with the agency since 2008 and currently manages a number of large Procter & Gamble brands. She is highly respected for her expertise in strategic and creative brand building and her client management skills. Recognized by her peers as an insightful collaborative leader on integrated agency teams, she has a passion for developing high-impact programs with paid, earned, owned and shared components that support business objectives.
Of note, Meredith orchestrated the communications program that reinvented COVERGIRL for a new generation of consumers, sparking engagement that put the brand at the center of social conversations.
Since joining MMC in 2010, Schimmel has helped build the agency’s Health & Well-Being practice, overseeing a number of key pharmaceutical franchises. She is recognized as a creative force in health marketing, with a passion for developing programs that drive health consumers to take action. She recently led an award-winning pharmaceutical-sponsored education campaign on maternal health that turned a low-awareness issue into a 90,000-member online community that is larger and has more engagement than any other devoted to the topic.
Meredith and Schimmel will take on expanded responsibilities across their respective practices, including providing senior client leadership, contributing to business building strategies and creative program development and leveraging program and staff efficiencies. Meredith and Schimmel will continue to report to their respective practice leaders — Nancy Lowman LaBadie, EVP of MMC’s Consumer Practice and Diana Littman Paige, MMC’s Health & Well-Being EVP.
“As agency business continues to grow, we want to ensure clients have the same access to the trusted, high quality senior-level counseling they have come to expect from MMC,” said MMC CEO Marina Maher. “These new positions, which recognize Amber’s and Michele’s excellent track record in brand building, client service and staff development, ensure MMC will continue to over-deliver and provide value across the agency.”
Richeson joins MMC from Fenton Communications where he was Chief Digital Officer, developing digital and social media programs for the Bloomberg Foundation and DC Entertainment, among others. His previous experience includes developing social media strategies for large consumer brands such as Unilever, Target and CVS as Managing Director and Chief Digital Officer at Kaplow Communications.
At MMC, Richeson will lead social and digital strategy for integrated campaigns across some of the agency’s largest accounts. He reports to Kim Stokes, who heads MMC’s Digital Leadership Team.
Do you remember when Facebook was called TheFacebook? The platform celebrates its 10th year anniversary this February.
It’s had a bumpy ride but continues to dominate the social media space despite competition from other social and messaging apps such as WhatsApp and SnapChat.
“With 1.23 billion active monthly users as of December 31st, and recent revenues highlighting growth, [Facebook] looks set to continue its dominance for some time yet,” says The Drum. And it remains a critical destination for social marketing.
If you take a look at the most viewed, liked or shared digital and social content from last year, you’ll notice a common theme. Whether it be on Facebook, Twitter or YouTube, the content tended to be uplifting, amusing or touching tapping into viewers’ three very different but deepest emotions.
Some of the best examples include:
- In Toyota’s “Wish Granted” video, The Big Bang Theory’s Kaley Cuoco grants people the wishes they desire to show the RAV4′s ability to realize everyone in the family’s wishes.
- American Express’ Passion Project allows individuals to enter their passion project for the chance to win $2,000 toward that goal to reflect American Express’ ability to help you pursue your passion.
- In its video, Kmart tell customers, “you can ship your pants” (or bed, or drawers) for free to promote a service that provides shoppers with free shipping for products.
- In honor of April Fool’s, SCOPE pretends to launch a new bacon mouthwash to make mouthwash a little more fun (although some fans ended up being truly disappointed that this line doesn’t really exist).
- Dove’s real beauty sketches show women that they are more beautiful than they think they are – reaching its audience on a personal level that is universally understood.
- Cartier asks its audience how far they would go for love to launch its “love” collection – also reaching its audience on a personal level that is universally understood.
If we know two things about the future of marketing, it’s that it’s 1) going digital and social and 2) getting more personal.
According to research, CMOs’ teams will spend $135 billion on digital marketing in 2014 alone, and social marketing budgets will double over the next five years.
CMOs agree that digital marketing needs to be personalized and relatable and a whopping 78% think custom content is the “future of marketing.”
Call to action in digital marketing such as pay-per-click and sharing buttons will also likely increase given their ability to be tracked and spread the word.
Each year, it seems like Super Bowl ads get almost as much hype as the game itself.
And as social media drives conversation about happenings all around the world, it continues to get people talking about Super Bowl ads and even take action as a result of them. Check out these stats on the subject matter:
- According to research, a quarter of viewers will post about Super Bowl ads on social media before the game.
- More than half will rewatch ads after the Super Bowl.
- Three quarters will follow brands on Facebook or Twitter, and a third will follow teams on those channels.
Are you planning to use social media to discuss Super Bowl ads or engage with brands?
Few would argue that branded campaigns across Social Media channels are largely hit-or-miss. While following along – be it for inspiration or evaluation – can be very challenging, every so often, there are examples worth exploring. To that end, followed are three that caught my eye:
Tegan and Sara Sing in Oreo Ad - In case you missed it, Oreo launched two new flavors during last night’s Grammy Awards: cookie dough and marshmallow crispy. Samples of the snacks – which are scheduled to hit store shelves in February – were made available following an announcement in the brand’s commercial spot. Bearing a soundtrack by indie-darlings Tegan and Sara, their commercial drove viewers to Twitter where they were invited to make their requests by tweeting with custom hashtag. Fulfillment was made possible by Chirpify, an e-commerce start-up that facilitates quick and easy purchasing via any platform that supports hashtags.
Coke Releases Interactive Mini-Bottles to Commemorate World Cup - In celebration of their sponsorship of the upcoming World Cup, Coca-Cola released a series of 18 specially-created mini-bottles featuring designs representing each of the games’ past host countries. The bottles – which contain no actual product – are also interactive: via the brand’s Facebook Page and mobile apps, fans can create special messages that can be delivered to other bottle owners and unlock an augmented reality experience by scanning a special marker. As of this writing, the company is also said to be exploring Apple’s iBeacon platform, a service that tracks consumers by micro-location.
Ad of the Week: Axe Peace, Call to Arms - Based on the insight that young people care deeply about the future, Unilever launched a campaign promoting their newest scent, Peace. Leveraging their presence on YouTube, the brand announced their plan to support Peace One Day, a non-profit whose objective is to raise awareness on International Day of Peace (September 21). Per the brand’s senior director of marketing “AXE is tapping into this to start a conversation, inspire people to unite globally, and raise awareness about the power of peace in a way only AXE can do – with a #KissForPeace.”
What campaigns caught your eye?
There’s so much content online that it’s getting harder to get people to focus on yours. So, as marketers, how can we get people to pay attention? These five ways:
- Use videos and images either to supplement, or replace text.
- Press releases with multimedia get 77% more responses than those with just text.
- Simplify the language so it’s easier to read.
- 79% scan online vs. reading word for word.
- Write smart headlines that draw people in.
- The more relevant the content, the more inclined people are to keep reading.
- Package content.
- Bundle your press release with any other assets you may have so your audience reads everything at once.