Where: OgilvyOne North America
To remain competitive in the 21st century, Carla Hendra, president of OgilvyOne North America, has only a couple words of advice: "Sleep fast." That way, she said, there’ll be more time to experiment with every single new media platform out there, from Web phones and PDAs to interactive TV and digital subscriber line.
"B-to-b marketers need to experiment and learn about customer interaction and reaction to these new forms of communication," she said. "It’s only by hands-on experience with these media that marketers will understand how they can be used to build direct relationships with customers."
Upon joining OgilvyOne in 1996, Hendra supervised all direct and interactive marketing for IBM Corp. and helped shepherd e-business as IBM’s central vision. Today she manages more than 700 employees and 450 client accounts that total more than $1 billion in billings annually. She also is working to develop better customer relationship management practices for online marketers.
CRM, she contends, will be an important part of branding in 2001. "Every point of contact, every interaction, every service provided will be a brand experience that smart marketers can use to drive loyalty," she said.
Who: Andy Edelstein What: Senior VP-creative director Where: The Lord Group Why: Edelstein specializes in b-to-b and knows how to launch, as evidenced by his campaign for client Bell Atlantic’s new Enterprise Services Unit. Look for the competition to follow his lead.
Who: Gary Goldsmith What: Chairman-chief creative officer Where: Lowe, Lintas & Partners Why: Goldsmith brought humor to b-to-b with his series of TV spots for United Parcel Service Inc. He now flies solo after the departure of Co-Chairman Lee Garfinkel from the agency.
Who: Tucker Greco What: President Where: Greco Ethridge Group Inc. Why: Greco co-founded the marketing communications agency to leverage his high-tech experience. He attracts new media clients by wielding Internet ingenuity as a potent weapon in the b-to-b arsenal.
Who: Steve Hayden What: President of worldwide brand services, IBM Corp. Where: Ogilvy & Mather Worldwide Why: After co-creating Apple Computer Inc.’s "1984" ad which attacked IBM, Hayden now works to change Big Blue’s image from PC dinosaur to "e-business animal."
Who: Pete Kovac What: President-CEO Where: NKH&W Inc. Why: Kovac uses his agency’s fiercely independent stance as a selling point when pitching clients. By integrating keen marketing communications strategy with a sense of fun, Kovac’s agency is a creative force in b-to-b.
Who: Donna Mercer What: Partner-media director Where: Howard Merrell & Partners Why: With an Effie from the American Marketing Association and a host of other awards to her credit, Mercer brings a rare down-to-earth sensibility to her position.
Who: Tyler Schaeffer What: Director of service brand media planning Where: Foote, Cone & Belding Worldwide Why: Schaeffer’s experience and new media savvy are loved by clients and were key to FCB’s win of the $350 million global Compaq Computer Corp. account.
Who: Don Schneider What: Exec VP-senior creative director Where: BBDO, New York Why: Schneider’s well-known for his ad brilliance, having won the first-ever Emmy for a prime-time TV ad. His creativity extends to b-to-b, as seen in Federal Express Corp.’s recent "Fierce snake."
Who: Tom Stein What: President-CEO Where: Stein Rogan + Partners Why: Stein was one of the first to grasp the potential of the Internet as a branding strategy, and his agency was quick to offer integrated online and offline campaigns for b-to-b clients.