Title: Director-interactive marketing services
Company: SF Interactive, a division of Butler, Shine, Stern & Partners
Location: Sausalito, Calif.
Key b-to-b clients: Siebel Systems, VeriSign, Quantum, Apple Computer
Years in media business: 10
Most unusual media placement in the past 12 months: Created an e-mail “generator” for HealthNet’s resellers to customize an e-mail campaign
Top Trend: “My b-to-b clients, they are really starting to get the idea of mapping messages and creative across the purchase continuum.”
Andy Sims, director of interactive marketing services at SF Interactive, a division of Butler, Shine, Stern & Partners, is on the leading edge of interactive media. In addition to developing innovative online strategies for SF Interactive clients, including Siebel and Apple Computer, he led online media research with the Interactive Advertising Bureau.
A campaign he oversaw for VeriSign was used as a case study for the IAB’s Cross-Media Optimization Study this year. The goal of the campaign, which included print and online advertising, was to “dramatically shift perceptions of VeriSign,” Sims said.
“They have been known for one very specific product—digital certificates,” he said, noting that VeriSign has evolved into a much broader company, with more than 50% of its revenue coming from telecommunications services such as security.
To increase brand understanding and drive leads, Sims worked with VeriSign’s traditional agency, Y&R Advertising, on an integrated campaign that included print and online. The online component drove 5,000 leads in 22 days and succeeded in dramatically shifting brand perceptions. For example, perceptions of VeriSign as a security company increased by 65%.
“For a lot of my b-to-b clients, they are really starting to get the idea of mapping messages and creative across the purchase continuum,” Sims said. “I used to go in and have to diagram it for clients, and now they are asking for it,” he said, pointing to two new accounts—Siebel and Quantum—that are aggressively pursuing this strategy.