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FEATURES
min Marketing Masters Top Integrated Marketer: Brandon Starkoff Vice President/Global Account Director, Starcom Worldwide Mastering the FundamentalsAs one of his agency’s top innovators, Brandon Starkoff is a leader when it comes to brainstorming, developing and implementing integrated marketing programs. An advocate of print, he is also a master of detail and execution. These attributes were powerfully evidenced in programs he’s worked on for clients Sun Microsystems and RIM BlackBerry.Here Comes the SunFor Sun Microsystem’s “Sharing Is Caring” campaign, which focused on raising public awareness of the software company’s philanthropic efforts, Starkoff enlisted BusinessWeek to help create a multi-platform program that would spark dialogue among business leaders and decision makers. Highlights were a 2007 BusinessWeek cover story on the “Sharing Is Caring” campaign, a quarter-page spread in the issue as well as podcasts on the cover story, online content and ads on BusinessWeek’s Web site. The ROI was impressive: More than 1.5 million BusinessWeek readers downloaded podcasts, with nearly 6,500 online visitors posting comments.A Pearl of a ProgramOverseeing the direction of the BlackBerry Pearl “Live a Larger Life” program, Starkoff helped to make print the dominant media platform while focusing on the client’s goal of altering consumer perception of its product as exclusively white collar. Seeking to make BlackBerry seem more fun, stylish and accessible to the mainstream, Starkoff approached Condé Nast’s Wired magazine to be a program partner. The publication agreed; soon both brands created an interactive kiosk for Wired’s annual NextFest Future Expo event, which showcases global innovations to industry trendsetters and technology mavens. Not only did the event demonstrate key attributes of the BlackBerry Pearl, it generated buzz and put the product in the hands of the consumers the campaign wanted to reach.Overcoming Snafus“Many times clients aren’t necessarily structured to effectively deliver against integrated marketing,” notes Starkoff. “That can be a challenge to a lot of agencies. Clients are demanding that type of approach where everything is consistent, but they’re not structured from an organizational standpoint to deliver against that.”Publishers also have the same problem, he adds, because very often their business is broken up into silos in which one person is working on events, another on online components and so on. Applause, Applause!As someone who has invested a great deal of time in putting together integrated marketing initiatives, Starkoff has a strong understanding of their definition and distribution in the media landscape. “[I’ve worked with] our publishing outdoor and online partners in developing new models that have shifted the paradigm in the way the industry approaches the marketplace,” explains Starkoff, who’s been at Starcom for almost 10 years. “[This creates] more integrated packages versus one-off, one-dimensional advertising or media buys.”Starkoff’s achievements have induced Starcom to entrust him with directing the integrated marketing campaigns for top global clients. Not surprisingly, Starkoff has been showered with numerous honors, which include winning a Starcom Award for his work on the BlackBerry Pearl “Live a Larger Life” program. ■ COMMENTS
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