T3 CEO Gay Gaddis discusses the right strategies and communication for integrated marketing campaigns.
One of the biggest challenges of integrated marketing is determining how to incorporate just the right amount of different media. By using too few you risk missing your target, but by using too many you risk exhausting your resources and time.
To ensure that the JCPenney Company attracted holiday shoppers online and to its stores, the retailer asked T3 (The Think Tank) to devise an innovative digital media campaign that would be consistent with its TV advertising. Gay Gaddis, CEO of T3, will demonstrate the rigorous process behind developing the strategy, communicating with the company's traditional agency and executing on time. Her results are impressive.
Gay Gaddis' Bio: Gaddis is the president and founder of T3 (The Think Tank), an integrated marketing services firm and idea factory with a range of regional, national and global clients including Dell Inc., Marriott International, Inc., JCPenney, MSN and Nortel Networks. Gaddis founded T3 in 1989 and has since built the company into the largest privately held agency wholly owned by a woman in the country. Committed to making T3 the most innovative agency in the nation, she drives the company's business philosophy -- smart people doing smart things. Gaddis' career began at The Richards Group in Dallas, and later she served as the director of public relations for Baylor University Medical Center and then the marketing director for Leadership Dynamics, a national management-consulting firm in Atlanta.
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Speaker(s): Gay Gaddis, CEO, T3 (The Think Tank)
Format: Zipped PowerPoint File
