Tyler Schaeffer Recommendations

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  • CLIENT & AD AGENCY RECOMMENDATION LETTERS Tyler Schaeffer Page 1

    John Seifert/ONY/OMG@OMG02/15/2009 10:31 PM

    To: Tyler Schaeffer/MindShare/NewYork/Media@MEDIA

    Subject: Re: AMEX / Mindshare account leadership change

    John Seifert Chairman - North America Ogilvy & Mather Worldwide, New York Office: +1-212-237 7415 Fax: +1-212-237 7481 Cell: +1-917-370 9989 E-mail: john.seifert@ogilvy.com

    John Seifert Chairman - North America Ogilvy & Mather Worldwide, New York Office: +1-212-237 7415 Fax: +1-212-237 7481 Cell: +1-917-370 9989 E-mail: john.seifert@ogilvy.com

    Tyler -

    You turned around the Mindshare/Amex relationship at a very low moment.

    You also could not have been a better partner to all of the agencies, but especially us.

    What's next for you? Please stay in touch. Very best ... and deepest thanks always,

    J.

    mailto:john.seifert@ogilvy.com_mailto:john.seifert@ogilvy.com_

  • MEDIA AGENCY RECOMMENDATION LETTER Tyler Schaeffer Page 2

    October 27, 2011

    To Whom It May Concern,

    I worked with Tyler Schaeffer for three years when I was President, CEO of Mindshare NA. During that time Tyler ran the American Express account for Mindshare responsible for both Domestic and International aspects of the assignment. He interfaced directly with John Hayes Chief Marketing Officer for Amex, Nancy Smith who guided the media efforts and the individuals responsible for the brands at the company.

    Tyler did an excellent job demonstrating leadership, creativity, and understanding of Amexs business and the needs of their different business units and a work ethic that is second to none. He developed creative media plans and ideas when challenged by the client to constantly do it differently tomorrow than they did today. He brought energy, insights, and a wonderful attitude to his internal team as well as to the clients.

    I think that Tyler can be a valuable addition to an organization bringing knowledge, energy and a positive attitude to work every day.

    Sincerely, Marc Goldstein Media Solutions LLC

  • MEDIA COMPANY RECOMMENDATION LETTER Tyler Schaeffer Page 3

    30 Rockefeller PlazaRoom 75-494N1New York, New York 10112212 664-7821 gary.freilich@nbcuni.com

    A Division ofNational BroadcastingCompany, Inc.

    Gary E. FreilichNBC News

    Senior Vice President

    Wednesday, October 5, 2011

    Im writing you this letter on behalf of Tyler Schaeffer.

    Im asked to write letters of support a fair amount. On occasion, I politely decline because at the end of the day, if I write a letter of support for a sub par candidate, it could be a poor reflection on my company and me.

    No such problem with Tyler. Im only too happy to wax on poetic about this guy.

    I first met Tyler when he was managing the Samsung US account at Foote Cone & Belding. Samsung at this point was more of a bit player in the US market with designs on tackling Sony. Tyler had heard about my group at NBC; the Strategic partnership Group and quickly realized that to make good on his growth charge from his client, hed need to come up with something BIG. Im glad he brought us in.

    Ive noticed that in his portfolio, he includes reference to a quote that appeared in the GE Annual Report that then NBC Network President Randy Falco made about our Samsung relationship. Out of humility, Im told that to others he credits both of us for the overall deal. Thats not really true. That project; big enough to warrant mention in the annual report of the sixth largest company in America was not only Tylers idea, creation and strategic execution, but the blueprint for its success, which jump started Samsungs accession to the consumer electronics top and has been copied by other groups within NBC and many other networks. Key elements of the partnership he created between Samsung and NBC are so strong and so good for BOTH companies, they remain in place today. Beyond that, as I followed Tylers movement to Mindshare, I know from my colleagues around NBC that his strategic marketing and media innovations continued with various consumer and business oriented NBCU properties, including several projects for American Express that I recommended to my colleagues here that they call Tyler; he just gets it.

    My point is that while the term strategic marketer has become a bit of a clich these days, Tyler Schaeffer embodies it. I come across a lot of media buyers in my work. Id say easily dozens per year. Mostly spots and dots kind of folks. Tyler Schaeffer is a strategist and negotiator of the finest kind. He is a believer in its possible for there to be two winners in every negotiation. Because of his expertise, but more importantly, his overall positive outlook and can-do demeanor people enjoy doing business with him.

    Hes a tough but fair negotiator. Id do business with him wherever he goes.

    Please feel free to call me with any questions about his candidacy.

    Best regards,

    Gary Freilich

  • CLIENT RECOMMENDATION LETTER Tyler Schaeffer Page 4

    From: Peter Weedfald [Peter@GenOneVentures.com]

    Sent: Monday, October 03, 2011 11:08 AM

    Subject: Tyler Schaeffer... I am writing to you this morning to highly recommend a special colleague of mine, one I have worked with for two decades. I have humbly attached my BIO for your review to add value to my personal recommendation for Tyler based upon my executive sales and CMO roles. I most recently worked with Tyler when I was Samsung Electronics SVP, Sales and Marketing for North America. During my years at the Ziff Davis Publishing company I and my team called on Tyler at Foot, Cone and Belding to drive mutual opportunities for our magazines, for Tylers various customers he lead and matured through a highly competitive PC marketplace. We met hundreds of media and advertising leaders as part of our sales and marketing responsibilities. We juxtaposed one media Director to another across the country informally and consensus was always that Tyler Schaffer was the most professional, urbane media and marketing leader we knew, one who stood and delivered heads above all others. Tyler, refulgent and sharp, knew our business as well as his clients business as well as just how to build a best of breed marketing and advertising plan that worked competitively, again and again. I also worked with Tyler while he led new ventures and opportunities at Mindshare. I believe Tylers greatest strengths are first and foremost his business judgment coupled with his smart critical thinking all wrapped into his creative energy to find the best, most relevant way to enter a market, to become a Spartan, standout market leader. I highly recommend Tyler as a senior leader on your team. Mostly, I appreciate your generous review and consideration of my words for Tyler. Wishing you continued and accelerated success and I look forward to your market strength and share growth through your leadership, through your formidable new team members Best regards, Peter Peter WeedfaldPresident www.GenOneVentures.com P: + 973-303-0075

    > Peter Weedfald is President of Gen One Ventures. The company works non-exclusively and directly for GE (General Electric) providing sales, marketing, operations, product management and retail channel consulting insights across GE Licensings family of business partners. > In 2006 Mr. Weedfald served as SVP, Chief Marketing Officer, a section 16 Officer of Circuit City Corporation leading a team of 275 marketing and digital professionals.> From 2001 through 2006 Peter lead a team of over 400 people as SVP of Sales and Marketing in North America for Samsung Electronics. > Prior to joining Samsung Mr. Weedfald, from 1998 to 2001 was SVP of global marketing and EVP, GMM of Internet Appliances for the ViewSonic Corporation.> Prior to joining ViewSonic, Peter served for ten years in various executive VP, Publisher sales and marketing positions at Ziff-Davis Publishing and Ziff Davis e-Commerce including executive Publishing oversight across such leadership titles as PC Magazine, Computer Shopper, MacUser and Windows Sources magazines & web sites.

    http://www.GenOneVentures.com/http://www.GenOneVentures.com/

  • MEDIA COMPANY RECOMMENDATION LETTER Tyler Schaeffer Page 5

    Rob Gregory Rob.Gregory@NewsweekDailyBeast.com

    Subject: !Professional Recommendation for Tyler Schaeffer

    Date: !October 5, 2011 8:50:55 AM EDT

    Rob Gregory of Newsweek Daily Beast here.

    I'd like to serve as a professional reference for Tyler Schaeffer.

    Tyler and I have worked together on a number of campaigns and projects, going back about 20 years, involving the major brands that Tyler handled, and media properties I have been fortunate to be associated with, including Scientific American, Gourmet Magazine, Rolling Stone and The Plum TV Network.

    I consider Tyler to be at the very top of the "food chain" of marketing and media pro's.

    Here are a few reasons why:

    -Tyler immerses himself in what's new and innovative-- hugely important now, for obvious reasons.

    -He's very creative when it comes to original branded content, unique ideas, bespoke campaigns, and the like.

    -He almost literally takes on the positioning and branding persona of his clients, which results in very accurate representation of objectives and strategies to media partners, which in turn results in campaigns that are on-message and very effective.

    -He is able to handle complexity, the increasingly quantitative elements of adverti