8/9

2 FROM THE PRESIDENT

3 CADM CALENDAR

4 TEMPO AWARDS

8 2016–2107 CADM BOARD

10 DM EXPERTS

11 MEMBER BRIEFS ANDANNUAL MEETING RECAP

201 6

adMarks is printed by SG360

Wheeling, IL

VOL. 22 • ISSUE NO. 7 • AUG–SEPT ’16

CADM Corporate Sponsors

6›

CADM MEMBERSHIP MEETING

When: Thursday, October 13, 20165:30 pm – 8:00 pm

Where: TBA

Fee: FREE for CADM Premier Members$36 CADM Basic Members$40 Non-members

Registration: Visit www.cadm.org/events.

By Jeanette McMurtry

The girls on the sideline werepacing, biting their nails andglancing at the competitionwarming up on the field. It hadbeen their dream soccer season,and now it was all on the line. A

handful of scrappy girls with little experiencehad formed a team in a local communityleague and had surprised all who knew them,even themselves. They were playing champi-onship finals for two different age groups onthis hot Colorado day.

With barely enough girls to field a team, theyhad invited three girls from the local travelsoccer club to join their roster. Most spectatorsexpected those three club girls, all starters onthe top team in their community, to run circlesaround their less experienced teammates anddominate all of the games. But instead, theydid just the opposite. They didn’t constantlyhog the ball to see how many goals they

adMarks

could rack up, only pass to each other, orget frustrated when a teammate lost theball or missed her mark. Instead, theycheered for their teammates, passed to theopen player no matter who it was and encouraged the other girls with little focusin life to shoot, take risks and see what theycould do. They celebrated every effort.

Off of the field, they chatted togetherabout their goals, dreams and challenges.They became friends. On the field, theybeat every team, except last year’s champi-ons who had recruited three of the bestplayers from another club team to helpthem win again. Now they would facethem twice in one day for the two champi-onships. They were nervous and intimi-dated as the reigning champions lined up.These girls wanted the title for themselvesand their coach, a young minority motherwho was struggling like their own parents did.

CADM October Membership Meetingwith Special Guest AuthorReaching consumers and business customerstoday through social integrated marketing communications means joining the social conversation on Facebook, Twitter, Instagram,Snapchat, blogs and more. Learn to developdeep insights from the “Social Cloud” for eachof your high-value markets so you can developstrategies using social and mobile technologies.

Please join us Thursday, October 13 from 5:30pm – 8:00 p.m. for this high-impact presenta-tion and networking hosted by Randy Hlavac,president of Marketing Synergy and a lectureron social and mobile marketing at NorthwesternUniversity. Author of Social IMC: Social Strategieswith Bottom-Line ROI, Randy is a recognizedthought leader in social marketing strategiesand digital marketing.

The first 30 people to register and attend thisevent will receive a complimentary copy ofRandy’s book, with a cover price of $19.95.

Come with your business cards. You will beasked to deliver a 60-second “Elevator Pitch”and take turns telling the group your name,company affiliation, what you seek from thegroup by attending a CADM event, and whatparticular talent you might offer back to otherevent attendees.

See more details on page 3 and at www.cadm.org/events. •

®

Scrappy Soccer Girls Teach a Critical Loyalty Lesson

WEDNESDAY, SEPT 21 – SOCIAL SPARKWestwood Tavern & Tap, 1385 Meacham, Schaumburg

5:30 – 8:00 pm — See page 3 for more details

NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:32 PM Page 1

2 from thePresidentFanning the Flames2015–16 was a great year of continuing to build momentum at the CADM — new mission, new Board structure, new membership levels, new sponsorship opportunities, new programming and networking approach — AND A LOT OF NEW PEOPLE!

Ignition is still our mission for 2016-17. Our mission won’t change. As marketers, our jobs every day are to inspire others to take action.

It’s time to fan the flames. While our mission won’t change, our focus will be shiftingover the next year. Now that the foundation has been laid, this is the year we tell ourstory.

We know we get out of the association what we put into it. And our Board is committedto ensuring this next year is amazing on all fronts. I encourage everyone with thoughtsfor the association to please feel free to reach out to me. It’s an exciting time for our industry and this association.

There’s a lot to be excited about:

1. Basic members can get a sense for the association and then upgrade to premier to receive full benefits, includingfree access to all of our upcoming events.We’re in the middle of renewal seasonright now — if you know of anyone whomight be interested, send them our way!

2. Premier members get in to ten networking events for free now. I’m really excited aboutthis. Tom Byrne is leading CADM Networking as part of the Board, and I’m thrilledabout some of the ideas I’m already hearing, including the potential to bring authors to some of our social events for book signings. Tom is working on the calendar for thenext year and we hope to have that published this month.

3. I’m really glad to have Rosann Bartle leading the Education Committee on the Boardthis year. We’re exploring new partnership programs that we believe will greatly enhance our education offerings, and we will keep everyone posted as things progress.

4. We are always looking for new ways to add value for our members throughout the year,and we’re committed to another great year of content through our adMarks newsletter,under the leadership of Andy Gold, and eNewsletters.

5. The Tempo Awards continue to gain momentum — the event this year was incredible,and we’re already talking about 2017.

6. Jean Ban has done a great job with Direct From The Heart over the last year and will beleading the committee again this next year. The idea of utilizing the unique talents ofour membership to do something for the greater good was what initially drew me intothe CADM. I’m excited to see how this initiative continues to grow over the next year.

So let’s get out there and spread the good word! It’s going to be an amazing year.

Josh Blacksmith

CADM Mission Statement

Ignition Is Our Mission. As Chicago's collaborative community for multichannel response marketers, CADM sparks ideas, business relationships and career growth.

PRESIDENTJosh Blacksmith, FCB

VICE PRESIDENTPeter Dovnar, Oracle

SECRETARY

Timothy Claytor, Kitewheel

IMMEDIATE PAST PRESIDENT

Brad Schwab, Schwab Group LLC

DIRECTORS

Rosann Bartle, UMarketing

Tom Byrne, Byrne Direct Marketing

Ruth Casanova, FCB

Marisa Marinelli, Quad/Graphics

Andrew Masullo, FCB

Rui Wang, Quinggu LLC

Executive DirectorGlenda Berg Sharp, CAE

adMarks Editorial Committee:

Rich Hagle, Racom Communications, Editor Emeritus

Andy Gold, ASG Direct, Editor

Marilyn Markle, MarkleDesign Group

For a complete contact list of CADM’s volunteer leaders, visit www.cadm.org.

2016–17 Leadership Team

(ISSN# 1083-611X)

(USPS # 13036)

is published monthly except combined issues of april/may and august/september by CADM P.O. Box 578Westmont, Illinois 60559-0578312.849.CADM (2236) www.cadm.org

Periodical postage paid in Oak Brook, Illinois

Postmaster: Send address changes toadMarks c/o CADMP.O. Box 578Westmont, Illinois 60559-0578

Each CADM member receives a copy of adMarks as a member benefit.

© 2016 CADM

All rights reserved.

adMarks

I am 2016-17 CADM President and SVP, Management Director at FCB. Tweet me at @JoshBlacksmith or email me at josh.blacksmith@fcb.com.

NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:33 PM Page 2

3

September21 SOCIAL SPARK

5:30 pm – 8:00 pmWestwood Tavern & Tap, 1385 N. Meacham, in SchaumburgCome meet and network with fellow multichannel responsemarketers. Appetizers provided; cash bar.Registration fee is free for Premier Members; $18 for Basic Members; and $20 for nonmembers.Register at www.cadm.org/events

October13 CADM Membership Meeting

with Special Guest Author Randy Hlavac5:30 pm – 8:00 pmLocation TBA

This presentation and networking will be hosted by RandyHlavac, president of Marketing Synergy and a lecturer on social and mobile marketing at Northwestern University. Author of Social IMC: Social Strategies with Bottom-Line ROI, Randy is a recognized thought leader in social marketingstrategies and digital marketing.

The first 30 people to register and attend will receive a complimentary copy of Randy's book.

Program lineup:5:30–6:20 p.m. Networking with the author and CADM

members/guests over refreshments

cadm Calendar6:20–6:30 p.m. Announcements and Business Meeting

6:30–7:30 p.m. Presentation and Q&A

7:30–8:00 p.m. Book signing, meet the speaker

For more details and to register, go to www.cadm.org/events

NovemberTBA CADM Webinar

See cadm.org/events for date and topic

10 Membership Meeting –Advancing Your Career in Response Marketing

December8 SOCIAL SPARK

Meet Andy Crestodina, author of Content Chemistry: An Illustrated Handbook for Content Marketing

January12 Membership Meeting

TBA CADM Webinar See cadm.org/events for date and topic

February9 SOCIAL SPARK

March9 Membership Meeting

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ContentNews and analysis of advertising and marketing campaignsfrom the world’s leading luxury brands and retailers, as well asresearch, case studies and industry-expert opinion pieces.

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NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:33 PM Page 3

4 Tempo Award WinnersCategory Title of Entry Place Company Submitting Advertiser

Branded Web Sites Fellowes AeraMax Professional Website 1st Place CBD Marketing AeraMax Professional

Branded Web Sites ITW BuildClean Website 2nd Place CBD Marketing Illinois Tool Works

Campaign Microsite McDonald’s Minion Mania 1st Place The Marketing Store McDonald’s Corporation

Direct Mail ($300/M or more) The Kenworth and Peterbilt 1st Place FCB Paccar Parts – KenworthMonthly Flyer Program & Peterbilt brands

Direct Mail ($300/M or more) Optimized Retail Acquisition 2nd Place Cogensia Gordon Food Servicesfor Gordon Food Services

Direct Mail (less than $300/M) ITW BuildClean Direct Mail 1st Place CBD Marketing Illinois Tool Works

Direct Mail (less than $300/M) TFS/LFS Welcome Letter 2nd Place FCB Toyota & Lexus Financial Services

E-Mail Awakening the Unengaged: 1st Place FCB Chicago Cox CommunicationsThe Re-Engagement Email Campaign

E-Mail Go All Digital 2nd Place FCB Chicago Cox Communications

Integrated Marketing Campaign McDonald’s Minion Mania 1st Place The Marketing Store McDonald’s Corporation

Integrated Marketing Campaign The Right Media Mix to 2nd Place Rise Interactive AtkinsExceed Registration Goals

Interactive Marketing Campaign “Chances” 1st Place Epsilon American Home Shield

Interactive Marketing Campaign Cox Homelife “Puppy Love” 2nd Place FCB Cox Communications

Loyalty/Frequency Marketing Let’s Reconnect 1st Place FCB Chicago Cox Communications

Loyalty/Frequency Marketing TRP All-Makes All-March Event 2nd Place FCB Paccar Parts – TRP (March 2015) brand

Nonprofit Direct Mail Little City Senior Special 1st Place Little City Little City

Nonprofit Direct Mail Water Mission Year-End Package 2nd Place Meyer Partners, LLC Water Mission

Online Advertising Meta Millennials 1st Place FCB Cox Communication

Online Advertising Cox Homelife “Puppy Love” 2nd Place FCB Cox Communications

Print Collateral, Non-Mail The Kenworth & Peterbilt 1st Place FCB Paccar Parts - Kenworth Monthly Retail Campaigns & Peterbilt brands

Print Collateral, Non-Mail SRR 2015 Auto Recall Report Campaign 2nd Place CBD Marketing Stout Risius Ross

Social Media Huggies & Pandora Baby Making Station 1st Place Ogilvy Kimberly-Clark/Huggies

Social Media Cox Homelife “Puppy Love” 2nd Place FCB Cox Communications

Jay Gondelman Award for “Chances” Epsilon American Home ShieldInnovative Achievement inElectronic Direct Marketing

Past President Award Little City Senior Special Little City Little City

The Charles S. Downs Liz Brohan“Chicago Direct Response Marketer of the Year” Award

The Susan Kryl “Silver Marketer” Kathy Bocaro Zobens & Award Dasher Lowe

SPECIAL AWARD WINNERS

SPECIAL HONOREES

The EL (Emerging Leader) Award Justin Arvidson, Greta Egge, Kathleen Knight & Kirsten Rider

The Pat Wheelless Gina Miller“Mentor of the Year” Award

Natalie P. Holmes Ellen O’Byrne“Volunteer of the Year” Award

NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:33 PM Page 4

2016 Tempo Awards Celebrate Top Marketing Talent

On Thursday, July 14, CADM hosted Chicago’stop marketing and creative talent at its annual Tempo Awards Ceremony. SIX10’svenue offered a lively and elegant ambiancethat was a perfect fit for honoring 2016’s bestmultichannel response marketing work.

Designed to generate measurable results from target audiences, the work is recognized for raising the bar in terms of strategy, creativity, innovation and results. The judging categories included web sites, direct response, e-mail,print, digital and interactive, loyalty/frequencymarketing, print collateral, and social media.

Congratulations to all the companies who submitted entries, the countless volunteers andjudges who help make the ceremony happen,and our CADM and Tempo Sponsors — Digital People, General Marketing Solutions,Kitewheel, Luxury Daily, Quad Graphics, SharperAssociations, ULine, Umarketing, and Valid.

The Past Presidents‘ “Best In Show”: Six pastCADM presidents selected Little City as “Best inShow” from among all of the first place entries.for its “Little City Senior Special.”

The Jay Gondelman Award: (excellence in digital/social/mobile marketing) went to Epsilonfor American Home Shield’s “Chances.”

Liz Brohan received the prestigious Charles S.Downs Award. Kathy Bocaro Zobens andDasher Lowe were honored as the Susan Kryl“Silver Marketers.”

The EL (Emerging Leader) Award went toJustin Arvidson, Greta Egge, Kathleen Knight,and Kirsten Rider.

Gina Miller was named Pat Wheelless Mentorof the Year. Ellen O‘Byrne received the Natalie P. Holmes Volunteer of the YearAward.

Congratulations to all who entered and whocontributed to an outstanding evening of networking and inspiration. •The Special Awards Winners and other eventhighlights are pictured here and on page 7. Visit CADM’s Facebook page for more Tempophotos.

Little City Honored as “Best in Show”

Tempo Awards 5

Little City took home"Best in Show" honorswith the Past Presidents'Award.

Liz Brohan received the Charles S. Downs Response Marketer of the Year Award from Kate Kesnbaum and Brad Schwab.

Suzy Jackson accepts the JayGondelman Award for InnovativeAchievement in Electronic DirectMarketing for Epsilon.

Susan Kryl Silver Marketers of the Year CathyBucaro Zobens and Dasher Lowe.

Jean Ban presents Gina Miller with the Pat Wheelless Mentor of the Year Award.

NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:33 PM Page 5

6 insider Insights

In Game 1, they started off timid, falling behind0–1. Just after half time, they scored. Confidencereturned and they played like never before.They ran, rushed, headed, blocked, stayed ontheir marks, talked and passed to each other,cheered each other on and won, holding theother team to only penalty points.

Game 2 was an hour later. Hot and tired butfired up from their surprise victory, they tookthe field, trusting and believing in each other.They were up 2–0, again holding off some ofthe community’s top scorers who didn’t get the power of “team.” Those other recruitedgirls refused to pass to their less experiencedteammates, blamed them when they them-selves lost the ball or got a shot blocked. Whenthey couldn’t score, they suddenly kept fallingdown by the goal, “injured,” getting free kicksjust to recover miraculously after the easy goals,which enabled them to tie up the game andtake it to penalty kicks.

The pressure was intense. Winning this secondgame was just as important to this team whowere also fighting for their coach’s chance toshine and get her dream job with the local club.The goalie took her spot, feeling the heat andthe heart for her team. She bounced up anddown with the shrewd focus of a pro. And shedid it. She blocked penalty kicks with a singlefist, lunging, stretching and reaching heights

FirstBank did just this and had one of theirmost successful campaigns. Instead of brag-ging about themselves, they ran campaignsthat promoted their customers with copy thatsaid nothing more than “Math Tutor, Call Martin,” “Wedding Singer, Call Sue,” and soon. They promoted real customers. And whenthe phone rang, they forwarded real leads,helping them achieve their goals. It paid off big at a time when other banks were flounder-ing.

Have a CauseThese girls had a dream for themselves andtheir coach. They embraced their goals together, instead of getting stuck in that all-too-common mindset of “us” and “them.”They broke down walls, celebrated their differ-ences and similarities, and fought for the sameoutcome. Just like you can do with your cus-tomers and employees. Nothing creates bondsand loyalty better than fighting for somethingall believe in, whether it be a world cause orself-actualization.

More than anything, we marketers must learnthe power of creating a team with our cus-tomers, and executing on every level — sales,service and customer support. We need to embrace each other’s goals, aspirations and differences and find ways to play together vs.succeed at each other’s expense. We see leading global brands lose ground and die offaltogether when they get overconfident andput profits above service and customer satisfac-tion. Or engage in cheap shots to help them-selves win and others lose.

Takeaway From These Inspiring,Scrappy Soccer ChampsBig and small brands, sports and businessteams can all thrive and achieve their goalsquickly by focusing on building teams with customers, not walls, and working togetherwith respect, dignity, and a sense of equalityand trust to achieve and celebrate all of theirgoals.•Jeanette McMurtry, principal of e4marketing, is an authority on psychology-based marketing,speaking at business events worldwide. She is a Back by Popular Demand trainer, speaker, andcourse instructor for the DMA. McMurtry special-izes in helping brands achieve unthinkable ROIand loyalty by marketing to the unconscious mindthat drives 90% of consumers’ purchasing deci-sions. She blogs at e4marketingco.blogspot.com.

she never knew she could in order to give herteam that second victory.

Stunned, these girls kept asking themselves ifthey were dreaming. They weren’t. They justlearned and taught all of those who watchedthem some of life’s greatest lessons that applyto both our personal and business achieve-ments. They learned what happens whengroups come together — sports teams or customers and brands — and get behind common goals, treat each other with dignityand patience, celebrate each effort and, mostimportantly, become trusted friends.

Beyond lessons of teamwork, we marketers can embrace several other lessons from theseyoung girls to help us win championships forbrand value, sales, loyalty and more. Here arejust a few:

Break Down WallsEven without intention, many brands see cus-tomers as inferior and easy to dominate, justlike the club girls on the losing team viewedtheir teammates. This attitude shows throughin lopsided customer service policies, like no-return policies, reward programs that takeyears to get the prize, unexplained price hikes,or poor-quality products and dismal responsetimes.

When you engage in these practices and othercheap tricks that destroy karma in sports and inlife, you are sending the signal that “we matterand you don’t,” hurting any chances of loyaltyyou might have. Follow the lead of the win-ning team and behave in ways that buildequality and team, while building trust andfriendships.

Communicate and CelebrateYou hate it when rules or criteria for rewardschange after the purchase. So don’t pass it forward. Let your customers know when theyare at risk of losing an opportunity, or are closeto achieving a goal. Cheer for them when theyearn a good deal from your company or makea wise choice. Praise them for helping you withlittle things like surveys. Let them know you’vegot their backs and value the role they play onyour team.

Set Others Up for GloryNo one wants to keep reading about your profits, happy customers and industry awards.Change the focus and start setting your cus-tomers up for success — not just yourself.

Scrappy Soccer Girls Teach a Critical Loyalty Lesson (continued from page 1)1

›

NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:33 PM Page 6

Tempo Awards 7

The Tempo Awards celebration was not only a night to be proud of forCADM and the multichannel responsemarketing community, but a lot of funfor all. Congratu lations and apprecia-tion to everyone involved! •

A SPECIAL THANK YOU TO OUR EVENT SPONSORS

2016 Tempo Awards Celebrate Top Marketing Talent

Emerging Leaders of the Year Kathleen Knight, Greta Egge, Justin Arvidsonand Kirsten Rider.

Brad Schwab presents Ellen O'Byrnewith the Natalie P. Holmes Memberof the Year Award.

®

NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:33 PM Page 7

8 2016–17BoardPRESIDENT

Josh Blacksmith

FCBJosh.blacksmith@fcb.com

Josh is SVP, Group Management Director atFCB Chicago, overseeing

global CRM and multi-channel direct marketing work for clients such as StateFarm, PACCAR, Toyota, Lexus, Samsung,Brown Forman and Anheuser-Busch. Joshjoined FCB in September 2012 after work-ing at Biggs-Gilmore (acquired by VML) in Chicago for a year, where he oversaweCRM, loyalty and digital brand programsfor Kellogg’s and Heinz. Prior to that, Joshspent eight years at Meredith XceleratedMarketing in Des Moines, Iowa, where hewas most recently Account Director forKraft Foods CRM in the U.S. and Canada.Josh has also led CRM efforts for Volks wagen, Chrysler LLC (domestic and inter-national), and Walmart, among others.Josh was named a Top 40 Under 40 marketer by Direct Marketing News in 2014and was recognized by Marketing EDGE as a Rising Stars Honoree in 2016. Heholds a bachelor’s degree in advertisingfrom Iowa State University and an MBAwith a marketing concentration from theUniversity of Iowa’s Henry B. TippieSchool of Management.

VICE PRESIDENT

Peter Dovnar

OraclePeter.dovnar@oracle.com

Peter is Senior Director, Account Manage-ment at Oracle. Previous employers in-clude Responsys, Epison/Aspen MarketingServices, Chase and Zurich Financial Services. He earned his B.A. from WartburgCollege and Boston University, and MBAfrom University Notre Dame.

SECRETARY

Timothy Claytor

Kitewheeltclaytor@kitewheel.com

Since 2013 Tim has servedas Vice President–BusinessDevelopment at Kitewheel,

working with agencies and marketing serv-ice providers. Kitewheel provides a uniqueConsumer Engagement Hub that mar-keters can leverage to increase brand relevance and response for true cross-channel customer experience. In the marketing field since 1984, Tim hasworked with Pitney Bowes Software, Alterian/SDL, OMD Worldwide, Trans-Union, Nielson Claritas and Walker Information. He received his B.A. from Indiana University.

PAST PRESIDENT

Brad Schwab

Schwab Groupbschwab@schwabgroup.net

Brad has been a directmarketer for more than 18 years. After spending

17 years at direct marketing agencies, hedecided to create his own company withhis father and brother. He now is Owner of Schwab Group, LLC, a manufacturingrepresentative company focused on themarketing and selling of building enve-lope materials. He held several positions at FCB Chicago from 2005-13, ultimatelyserving as VP, Management Director. A graduate of University of Iowa, Brad wasalso employed at Aspen Marketing Servicesand Townsend Agency. He has served onthe CADM Board since 2013, chairedTempo Awards, and co-chaired the 2015Chicago Basic Course. Brad received theWheelless Mentoring Award in 2014.

DIRECTOR (Membership)

Rui Wang

Quinggu LLCwangrui@quinggukeji.com

Rui [pronounced “ray”]was recently named VP,Marketing Insights & Business Intelligenceat Quinggu LLC. She served from 2013–2016 as VP–Strategic Analytics Director at FCB,where she was employed since 2008. Priorto that, she was a Strategist at ShanghaiFocus Advertising in China, “The placewhere my ambition of becoming a market-ing strategist was enlightened,” sheshared. Describing her specialties as CRMand IMC, Rui earned her M.S. from North-

western University in Integrated MarketingCommunications. In 2015, Rui served as amentor for the Chicago Basic Course, andwas named the Wheelless Mentor of theYear.

DIRECTOR (Sponsorship/Advertising)

Marisa Marinelli

Quad/GraphicsMarisa.marinelli@qg.com

Marisa has worked in the direct marketing industry for 10 years. She is currently a Sales Executive, DirectMarketing at Quad/Graphics. Prior to joining Quad, Marisa was employed as an Account Manager at Vertis Communi-cations. She served on the Direct Market-ing Association Detroit’s Board of Directorsfrom 2012-14, and chaired CADM’s TempoAwards in 2015 and 2016. In 2015, shewas recognized as CADM’s Natalie P.Holmes Volunteer of the Year. Marisaearned her B.S. in Marketing from Oak-land University, and MBA from WayneState University.

DIRECTOR (Education)

Rosann Bartle

UMarketingrbartle@umarketing.com

Rosann is an award-winning VP, ExecutiveCreative Director atUMarketing. Previously she was VP creative director with Aspen Marketingand Townsend Agency. She attended Bowling Green State University and TheSchool of the Art Institute of Chicago.Rosann has served as CADM Director since2015, and led the promotion design teamfor the last two years’ Tempo Awards.

DIRECTOR (Marketing)

Ruth Casanova

FCB GlobalRuth.Casanova@fcb.com

Ruth is a Senior AccountManagement and ClientServices professional specializing in drivingsuccess and ROI through Interactive Marketing solutions for Fortune 500

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2016–17 Board 9

brands. Since 2015, she has served as VP,Management Director at FCB Global. Past employers include Oracle, Responsys,Epsilon and CA, Inc. She attended Stony-brook University and University at Al-bany, SUNY.

DIRECTOR (Networking)

Tom Byrne

Byrne Direct Marketingtom@byrnedirect.com

For the past fifteen years,Tom has served as Man-

aging Director of Byrne Direct Marketing,providing integrated direct response con-sulting and project management servicesand quantitative, market research, strategic,and financial services. Prior employers include Kobs Gregory Passavant, Signa-ture Group (now GE Financial Assurance),CNA Insurance, and Spiegel. Tom earnedhis B.A. from Creighton University andM.B.A. from Northwestern University.

DIRECTOR (MarTech)

Andrew Masullo

FCB GlobalAndrew.Masullo@fcb.com

Andrew launched his response marketing career in 2000. For thepast two years he has served as VP, Man-agement Director at FCB Global. He wasformerly employed by several agenciesand brands including JCPenney, Respon-sys, Brierly & Partners, Southwest Airlinesand Pizza Hut. Andrew attended FloridaAtlantic University.

EXECUTIVE DIRECTOR

Glenda Sharp

Executive Director, CADMinfo@cadm.org

Glenda is Principal ofSharper Associations, an association andnon-profit management firm, and has

proudly served CADM since 2012. Aftergraduating from Purdue University, shebegan her association career at the American Bar Association, ultimately serving as Family Law Section Directorfrom 1987-2001. She then was named Executive Director of the DuPage CountyBar Association from 2001-2010. A long-time member of the American Society ofAssociation Executives and AssociationForum of Chicagoland, she earned herCertified Association Executive designa-tion in January 2005. •

Thank you to our newest CADM Diamond Sponsor

SG360 for their support of adMarks.

Supporters like SG360 help Chicago'sMultichannel Response Marketing Community spark ideas, business relationships and career growth.

NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:33 PM Page 9

A Mobile Marketing Innovation:Pay Your Selfie

What else is new in Mobile Marketing?

One of the intriguing speakers at the Midwest MarketingEducation Foundation’s RACOM IMC Roundtable thisspring was Pay Your Selfie’s co-founder Kristen Holman.She shared information about the start-up she launched infall of 2015 with her childhood friend, Michelle Smyth.

Pay Your Selfie has received a great deal of buzz with articles in Fortune, AdWeek, chicagobusiness.com, The Chicago Tribune, and more.The company focuses on the fact that so many people today are obsessed with taking selfies (pictures of themselves) with their mobiledevices. Pay Your Selfie lets them benefit from those photos and earn a little extra spending money in exchange. Here’s how — and here’swhy brands are signing up to participate.

According to Kristen Holman, “Sponsored selfie campaigns yield proofof engagement and consumer insight” for the company’s clients. This “double-sided marketplace rewards consumers for selfies, anddrives engagement, insight, and transactions for brands.”

10 ask theDM expertsAsk the DM Experts

by Susan K. Jones, Susan K. Jones & Associatesand Ferris State University

Q.A.

“Ask the DM Experts” is a monthly adMarks feature. Professor Susan K. Jones draws on the knowledge of CADM members and other authorities to answer your questions — so tell her what you want toask the experts! Contact Susan at sjones9200@aol.com or follow heron Twitter @sjones9200.

Why is Pay Your Selfie a good model for brands? As Ms. Holman explains:

• Brands need mobile — that’s where the consumers are today

• Adblockers are installed on one-third of mobile phones

• Mobile ads drive less than 1% click-through

• Mobile ads have not proven effective in triggering purchases

• Your typical mobile ad does not provide any consumer insight

• 93 million selfies are taken each day on Android phones alone

• These selfies contain valuable data

She says that Pay Your Selfie is a “performance-based mobile marketingtool” that “brings brands and consumers together using selfies as themedium.” This “drives consumer insight, visibility and engagement.”

As an example, the brand SkinnyPop ran a mobile marketing campaignin partnership with Pay Your Selfie. The goal was to attract 1,000 selfiesof customers showing themselves eating their afternoon snacks — anysnack but ideally one that was salty. The objectives were to deliver onlineimpressions, find out what snacks were being eaten between lunch anddinner, and earn engagement for SkinnyPop with their most desirablemarkets. The campaign ran between January 26 and February 29 of 2016.

In two weeks’ time, more than 1000 verified images had been collected.The breakdown of activities was intriguing: 58% were smiling selfies,12% had the person eating the product, and a couple were actually kissing the product. Even after the campaign period was over, Pay YourSelfie and SkinnyPop kept the option open on their mobile platform.They’ve collected selfies of people eating everything from Wheat Thins,Ritz Bits, CheezIt and Doritos to non-salty snacks like M&Ms and cereal.

Thirty-two percent of the selfies showed people eating SkinnyPop, withthe following flavor breakdown: 64% Original, 6% Black Pepper, 20%White Cheddar, and 4% Naturally Sweet.

Perhaps not surprisingly, there were not very many super-healthy snacksshown in the selfies — apples were the number-one choice of the 8% ofselfies showing fruit as a snack. Great insights for SkinnyPop were foundin the other popcorn brands people showed themselves enjoying:

• Generic

• Act II

• Chick Boom

• Smart Food

• Simple Truth

It was also interesting to learn what time of the day people tended tohave snacks. Most of the snacking took place between noon and 5 p.m.local time, with a fairly surprising number of people snacking an hourbefore lunch, and the peak evening snack time happening about 8 p.m.

The selfie takers were 86% female, with 82% in the 18-40 age group,and Midwestern (45%) more than any other area of the country. SkinnyPop was happy to see that of the 20,000 people who received a pushnotification about the promotion, 3,000 engaged with the task and1,070 completed selfies in just two weeks’ time.

Additional clients who are working with Pay Your Selfie so far include Allstate, Lord & Taylor, Crest, and non-profits such as Heartland Alliance(Ending Poverty).•

• Trader Joe’s

• Pirates Booty

• Movie Popcorn

• California Popcorn Cheddar-Jalapeno

• Popcorn Indian

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member Briefs 11

• Ted Grigg, President, DMCG, LLC, Lewisville, TX

• Charlotte Harris, Account Executive,OgilvyOne, Chicago

• Mike Hart, Account Director, FCB, Chicago

• Ryan Herzog, Director, FCB, Chicago

• Abby Lasky, Development and Communications Coordinator, The Cove School, Northbrook

• Adam LeFebvre, President, Specialty Print Communications, Niles

• Jeanette McMurtry, e4 Marketing, Eagle, CO

• Marin Nuiver, McAdams Graphics, Inc., Dyer, IN

• Paul Patterson, Marketing Manager, American Bar Association, Chicago

• Kirsten Rider, Director, Member Recruit-ment, American Bar Association, Chicago

• Dan Roche, Account Executive, Tension Corp., Des Moines, IA

• Catherine Smyka, Account Executive, FCB, Chicago

• Lauren Snider, Account Executive, FCB, Chicago

• Mark Swimmer, President, SWIMMER Integrated Marketing, Prospect Heights

• Jonathan Walker, Account Director, FCB, Chicago

• Brian Wonch, Senior Analyst, OgilvyOne, Chicago •

Have you recently earned a certification? A promotion? Special award? Got published?Moved? If you have a submission for “MemberBriefs,” please send it to adMarks Editor, CADM,PO Box 578, Westmont, IL 60559-0578 or emailinfo@cadm.org.

• Ruthann Alfredson, Print/Creative ServicesManager, Uline, Pleasant Prairie, WI

• Rachel Alvarado, Account Executive, FCB, Chicago

• Michael Barrett, Account Supervisor, FCB, Chicago

• Ian Berger, Director, Strategic & AnalyticSolutions, Cogensia, Schaumburg

• Steve Bonnell, Director of Digital Analytics, UMarketing, Lombard

• Brent Brotine, Freelance Copywriter, Brotine Communications, Evanston

• Andrew Camontes, Direct ON, Chicago

• Kabria Cummings, Buyer, Global Attic, Chicago

• Peter Dovnar, Senior Director, AccountManagement, Oracle, Montgomery

• Sarah Ferraro, Account Supervisor, FCB, Chicago

WELCOME NEW MEMBERS

CADM Annual MeetingThe CADM 61st Annual Meeting took placeAugust 11, 2016. After 2015–16 President BradSchwab presented the State of CADM address, the 2016–17 Board slate was presented by Susan Kryl and then approved. See pages 8–9 for Officers’ and Directors’ bios.

Incoming President Josh Blacksmith presented plans and goals for 2016-17. Read more about it in the President’s Letter on page 2. •

(Above) President Brad Schwab presents his State of CADM address.

(At left) Incoming President Josh Blacksmith and Past Presidents Susan Kryl and Brad Schwab share a photo op.

NewadMarks-Aug-Sept2016.qxd:CADMNewadMarks 9/3/16 1:33 PM Page 11

Japs-Olson Company is your direct mail production solution provider. To receive our sample kit, text GEN to 313131 or contact Debbie Roth at droth@japsolson.com or 952-912-1440.

WHAT WE DO BEST:

CADMP.O. Box 578Westmont, IL 60559-0578

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Connecting Chicago’s Multichannel Response Marketers

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