Best & Brightest Special Report: Mowris brings marketing sense to media

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As a strong proponent of cross-media, or hybrid, b-to-b ad-vertising campaigns, Philip Mowris understands that different media accomplish different objectives.

He recently used that awareness to launch a new procurement software product for e-commerce consulting firm NetVendor Inc. Using a combination of print, online, trade show support and public relations, he was able to increase brand awareness from zero to almost 34%-and as high as 60% for some core audiences. The company is now on track to grow its client base by 700% this year.

A major coup was building an exclusive brand partnership with IndustryWeek, one of the leading horizontal manufacturing publications. "I knew we needed them on the print side, and I knew they were retooling what they were doing online," Mowris said. "An opportunity came up that we could partner with them online and in print for a special series on value chain management. It was right to link the two and get some brand built on the back of IndustryWeek, already a respected brand."

The site and the first of the series of three special reports in print were launched with great success at the National Manufacturing Week in Chicago last spring. "The site went live, and in that first week we had already signed up more than 30 people to a value chain management electronic newsletter that didn't exist yet," Mowris said.

According to Mowris, the business is in his blood. At age 11 he began working for his father, who owned a marketing consulting company that worked extensively with Coca-Cola Co. Prior to joining Folio Z a year and a half ago, he was planning and creative manager for, one of the first Internet-only marketing firms, in Atlanta.

Though his degree from Georgia State University is in medieval literature, he said it has actually come in handy. "The bent of my degree is more of a look inside the society," he said. "It does help on the interactive side quite a bit, because it has the same gravitation toward community and social structure."

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