The whole business has gotten behind Redken's use of interactive media. Senior Director, Interactive Marketing Molly Mansur explains why.

Molly Mansur, senior director, interactive marketing, Redken, L'Oreal USA, says the company's online strategy gives it a leg up against its competitors. Find out what Redken is doing to build brand affinity and loyalty, how online efforts integrate with offline tactics, and why senior management is gung ho on interactive.

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Host:
Mario Sgambelluri, managing editor, iMedia Connection

Interviewee:
Molly Mansur, senior director, Interactive Marketing Redken, L'Oreal USA 

Show Notes:
  1:39: Redken's approach to interactive marketing
  2:55: Why online creates a point of difference among competitors
  3:31: What Redken is doing online
  6:02: How the media team is integrated
  6:55: Strategies for effective internal communication
  8:50: How online has won corporate acceptance
11:38: What Redken plans to test going forward

Format:
15:26, 14.1 MB, MP3