My belief is marketing is best viewed from a consumer perspective.
I didn’t always believe this. Rather it was shaped over several decades of watching successful campaign, many mediocre campaigns, and some, career-ending inspirations.
My experience spans multiple advertising agencies, a few digital agencies, a large computer company, and my own agancy in 2001, which started with the promise of a multi-million dollar gig and evolved into mountain biking, remodeling my home, and enjoying select micro brews. Oh well, you have to love the dot-bust years.
So fast forward to today, and I find myself as the Director of Strategy for Wunderman Team Detroit. I am responsible for several strategic groups including digital, direct, and consumer/social dialogue. I also am the creator / owner / prmary facilitator of a process called ICE (Integrated Consumer Experience).
ICE is a consumer-centric experience design philosophy. I began the creation of ICE in my days at JWT: Digital in 2004-ish. The initial philosophies were generated from an audit of 800+ online/offline consumer experiences in eleven different industries. Since then the process matured through stints at Organic, Leo Burnett and Wunderman. The process is unique because there is concentrated focus on the consumer and developing a “win-win” experience between the brand and target consumer.
This blog is an excercise in experimentation. Concepts and ideas are the foundation of advertising and marketing. One of my goals is to float concepts out there for people to comment on, build from, and provide feedback. No one has all the answers, and god knows the industry is not short of opinions.
This blog is a reaction. A reaction to industry campaigns and news. I try to focus on the successes of what we do, however, sometimes the we can learn just as much (if not more) from the failures.
If you have any thoughts or ideas you would like to share, feel free to contact me.
Eric Bowe
eric@ericbowe.com