According to a recent Advertising Age report, Wendy Clark, a Coca-Cola marketing executive and alumnus of Austin-based ad agency GSD&M, may join her mentor at GSD&M, co-founder and Clinton confidant Roy Spence, on the presumptive Hillary Clinton presidential campaign team. Clark shares Spence's philosophy of "purpose-driven" marketing, and there is speculation that this is the kind of branding strategy that could guide Clinton's campaign messaging. Clark, who is on leave from Coke to pursue a "once-in-a-lifetime opportunity" per an internal memo, and Spence, whom Hillary Clinton counted among "the best friends I ever had" in her 2003 autobiography, were both put on the list of potential Clinton team "message makers" by a recent New York Times blog post. Spence, who is known for the "Don't Mess With Texas" anti-litter campaign and who founded The Purpose Institute in 2008 to promote his branding philosophy, urges "purpose-driven" marketing to "play to your strength in the purpose of serving the greater good." Clark's implementation of that concept has stressed integrating owned, earned, shared and paid media, with social media at the center. Barbara O'Connor, emeritus professor of communications and director of the Institute for the Study of Politics and Media at California State University, Sacramento, summed up for Advertising Age: "I think [Wendy Clark's] skill set is one that [Ms. Clinton] certainly would like to have, because Wendy is very well known and is excellent at marketing to Middle America. And that's a group that whoever is running for president needs to focus on turning out." For the full story, go to http://adage.com/article/news/hillary-adland-message-makers/296647/
No comments:
Post a Comment