In this issue:
- In Our Opinion: Entangled Marketing
- Career Management
- Career Opportunities:
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Director, Advanced Analytics – Influent 50, an AARP company – NEW
- VP, Marketing – B2B Financial Services / Collections
- Dir., Web Product Management – Travel/Hospitality
- Marketing Leader – Northeast Region
- Sr. Mgr., Digital Strategy
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In Our Opinion by Jeff Gundersen & Lola White
Entangled Marketing
With marketing changing at a faster pace than ever before, we all look to seers and visionaries for predictions about the future.
One of the marketing visionaries we have long admired is Stan Rapp, one of the founding fathers of direct marketing, the founder of Rapp Collins (now Rapp Worldwide) – one of the top 2-3 global direct marketing agencies. After selling Rapp Collins to Omnicom, Stan went on to build McCann Relationship Marketing (“MRM Worldwide”) from scratch as a global direct/CRM network for Interpublic Group. After leaving IPG, at a time when many of his contemporaries were retiring, Stan partnered with Halyard Capital, a private equity firm, and over a 5 year period he built Engauge, a new integrated “agency of the future,” including general advertising, analytics, and digital marketing integrated into a single operating unit under a single P&L. Engauge grew successfully and was acquired by Publicis 2-3 years ago which represented the third holding company for whom Stan had built new age marketing services models and profitable agency businesses.
When engagement is not enough and something more is needed. Stan’s most recent futuristic innovation is Entangled Marketing in collaboration with Sebastian Jespersen, CEO of Vertic, a global digital agency. At a time where digital- and mobile-first marketing has agencies and advertisers focused on reinventing customer engagement and experience, Stan as usual is a step ahead of the rest of us, stating in the October 12, 2015 Advertising Age that “engagement is not enough, something more is needed.” Metaphorically, Stan says what’s needed is what Louisa Guilder writes about in “The Age of Entanglement,” a quantum physics theory about particles, once entangled remain inextricably connected. According to Stan, people worldwide want to be entangled with what Apple, Amazon, Facebook, and Google can do for them….so the imperative for marketers is to figure out how to create brands that entice customers to become entangled.
Entangling – Brand and Consumer. Stan and Jespersen, together with Laura McLellan of Gartner, have written a book soon to be published titled, Entangling – Brand and Consumer. Their thesis is the march from mass marketing to one-to-one marketing and digital marketing is moving to the new era of entangled marketing. This new business model is as much about the consumer wanting to be entangled with the brand as the other way around.
We have seen a number of newer brands like Amazon Prime and Uber become industry transforming brands which consumers love and want to be part of for reasons of the unique values they provide to customers. It is certainly giving all of us things to think about as we evaluate whether our customers are entangled or what it would take for our customers to want to be more entangled with our brands.
Bottom Line: What changes are you making to enable your brand to become more entangled with customer and new prospects?
Career Management – by Lola White
NOW more than ever, managing your career is critically important!
To respond to this marketplace dynamic, Executive Connections is adding a Career Management column to our monthly e-zine. It is designed to support and guide YOU as you build your personal brand, manage your career path and prepare for career transitions.
Wikipedia describes Career Management as a combination of structured planning and the active management choice of one’s own professional career. Successful outcome includes personal fulfillment, work/life balance (we like to think of it as work/life blending), goal achievement and financial security.
Bottom line: Effective Career Management positively impacts your long-term career success!
Why is MANAGING your Career so important?
It’s simple, if YOU do not manage it, someone or something else will manage it for you!
Career Management needs to be a structured and active process. It takes time and effort to strategically think through what is really important in the short and long term in order to be proactive, not reactive, to career shifts.
With so many companies and executives impacted by a record-setting number of mergers, acquisitions, and consolidations, and increasing competition from other high achievers vying for the same positions, your personal brand may not be setting you up for success in today’s increasingly competitive job market. Nor is it helping you achieve your short- and long-term personal and professional goals.
Or… how about this? You might be the best-kept secret because you are not taking the time and effort to build your own brand with the same focus you would your company’s brand.
Ask yourself, which of the following career managers am I? As it relates to my current career management, is there something I’m not doing?
- I have the know-how and skills to take my career to the next level but not a plan to get me there.
- I’m comfortable where I am right now, I’ll figure it out when I need to
- What’s the rush, I am so busy I’ll actually wait until there is a need
- I was an emergency career manager and I paid the price…. now what?
- My career is on track and I have a plan to get me where I want to go
- I have the connections and resources to raise my career game but could use a little extra support
Knowing the answer to these questions will guide you in taking the critical next steps to map out where, when and how you can successfully achieve your career goals. Be in charge of MANAGING YOUR CAREER PLAN so YOU are focused and always prepared!
Does this make sense to you?
Confidently know where you are going!
You wouldn’t go on a long road trip without your GPS, why would you navigate your career without mapping out a strategic game plan?
Look for more about Managing Your Career next month.
Over the last 15 years, Lola White, Managing Partner at Executive Connections LLC, has worked closely with hundreds of EC’s clients to support and guide them as they proactively manage their careers and build strong, credible personal brands that result in short and long-term career success.
Please let us know what areas of career management you want to focus on so we can support you and help you achieve your career goals. Contact Lola at lwhite@executiveconnectionsllc.com.
Career Opportunities
We have career opportunities at a variety of companies including a Global Data/Direct Marketing Services Company, a Global HR Professional Services firm, one of the largest Global Digital Agencies, a Privately-Owned Direct/Digital Agency, Travel/Hospitality and a Non-Profit Student Loan Collection.
Take a moment to click on these links (below) for the complete position description:
- Director, Advanced Analytics – Influent 50, an AARP company – NEW
- VP, Marketing – B2B Financial Services / Collections
- Dir., Web Product Management – Travel/Hospitality
- Marketing Leader – Northeast Region
- Sr. Mgr., Digital Strategy
Learn more about our Career Opportunities…
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