Lee Nadler returned recently to DoubleClick's New York office after spending a year opening offices abroad, to the new title of global marketing director--and a secondary, more whimsical title of "marketing sherpa."
The sherpa moniker is only partly in jest, a reflection not just of a recent Outward Bound trek in Nepal but also of the regard for the global successes of the 30-year-old executive inside DoubleClick.
Wenda Harris Millard, a former publishing executive and DoubleClick exec VP-marketing and sales, hired Mr. Nadler as one of DoubleClick's first employees in 1996, as director of marketing, after working with him on several industry boards. Mr. Nadler had worked for Kirshenbaum Bond & Partners and Einson Freeman, both New York.
BUILDING THE BRAND
"DoubleClick had a name then, but not a brand. Lee and I built the marketing department and the brand," Ms. Millard said. After the year abroad "he had a choice to do another country or come back and continue to build the brand--the international brand."
Of his new nickname, Mr. Nadler said, "It's a good metaphor for helping to lead a brand . . . I really do think there's something in our ability to listen to companies around the world and understand the local challenges, but see the global opportunities."
Mr. Nadler spent his time around the Pacific Rim last year, opening DoubleClick Japan in Tokyo and DoubleClick Australia in Sydney.
Several of the Web sites within DoubleClick's U.S. advertising network, including AltaVista and Macromedia, have taken advantage of the new local networks and sales forces by launching globally. LookSmart, which started in Australia, has also taken its brand global on the DoubleClick network.
The overseas offices are not just sales staffs, but just like the U.S. office, have local sites; conduct "What's Clicking?" seminars; and manage DoubleClick Direct and DART ad targeting software systems as well.
VARIETY OF AD BUYING OPTIONS
The Japan local ad network has more than 30 sites, while the Australian network has about 10; comparatively, the U.S. network has 60-plus sites. Advertisers can place buys within countries or across several or all of the global networks.
In addition to the Pacific Rim offices, Mr. Nadler also will oversee marketing for DoubleClick offices in Canada, Italy, Spain, Sweden and the U.K. Several more offices will be opening in Europe by yearend, he said.
Mr. Nadler's challenge is to build the DoubleClick international brand, while helping advertisers use the Internet as a global medium and still respecting individual and regional cultures. The other challenge is to help the Web sites understand how to work with and for users worldwide.
"What a great opportunity we have in getting Lee back here and getting his perspective on how we really can build this global brand," Ms. Millard said.
"The U.S. is furthest along on the Internet," Mr. Nadler said. "Maybe a year or year-and-a-half is right, but it won't take a year or year-and-a-half for these countries to get where we are today. And it's companies like DoubleClick that will help them do it."
Copyright April 1998, Crain Communications Inc.