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IMRE creates the best kind of exposure
IMRE's financial services team builds brands, manages reputations and boosts the bottom line. Our expert strategists use research from financial advisors, insurance agents, risk managers and customers to communicate the right messages at the right time—for results that are right on target.
Paul Eagle
Vice President, Financial Services
What has changed the most in the Financial Services industry over the past 5 to 10 years?
The greed and recklessness of a few has changed the perceptions of a once-powerful and trusted industry. This has created a challenge for financial communicators who for so long based their messaging on trust and power. Today, they are better served to show empathy and humility, along with trust and strength.
Where do you see the Financial Services industry headed in the next several years? What trends are on the horizon?
The biggest trend will be the launch of the Consumer Financial Protection Bureau in July 2011. At first, big business will resist the added oversight. However, having a federal agency assist consumers in dealing with confusing, incomprehensible and often unfair practices through financial education is a step in the right direction.
What does it take to be a Financial Services leader today?
Speed is a competitive advantage. Firms that are adapting to the new media landscape and engaging both B-to-B and B-to-C customers in social media and other channels are taking more market share.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Consumers are considerably more skeptical and savvy about financial services than they were even 24 months ago. They’re connecting with brands through social media more than ever and demanding attention, fairness and service. And if they don’t receive these things, the brands will hear about it.
What resonates with target audiences today?
Transparency, speed and clarity resonate with target audiences, who won’t take excuses anymore about nebulous messaging and slow response times.
What made you want to work in Financial Services?
It’s the largest and most important industry in the world. There is no more important issue that shapes the lives of families than how, why, where and who they trust with their money and security.
What is the best part about working at IMRE?
IMRE is about results. We understand what’s most important for our clients and we go after it. We are a smart, energetic and compassionate group of professionals who love our work.
Describe your overall marketing and communications philosophy.
There is no substitute for timely, clear and engaging communications in any industry.
What do you do for fun outside the office?
I’m a huge indie music fan, and I collect records. This hobby has taken me to some of the coolest vintage stores in the country. I’m also a Baltimore Ravens fan and still think our gritty defense will get us back to the Super Bowl soon.
Who inspires you—personally and/or professionally?
We invited Jesse Jackson to speak at an event. When he finished, he walked by all the VIPs and TV crews and headed straight to the food servers, where he spent a long time signing autographs and talking with them. He focused on a group of people never recognized and I never forgot that lesson in humility. Bill Gates’ commitment in the coming years to help developing countries stop the spread of diseases and end malaria is also very admirable.
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Matt Weaver
Account Manager
What has changed the most in the Financial Services industry over the past 5 to 10 years?
The most significant change in the past 5 years is the introduction of the Dodd-Frank Wall Street Reform and Consumer Protection Act. This legislation represents a historic overhaul of the financial regulatory system and will significantly impact banks’ ability to generate revenue.
Where do you see the Financial Services industry headed in the next several years? What trends are on the horizon?
Increased regulation and consumer scrutiny will force financial institutions to rethink traditional revenue sources and will create further consolidation in the industry.
Tell us something about yourself that people who don’t know you would be surprised to learn.
My great-great-grandfather, Oliver Thomas (O.T.) Reilly, was the first known Civil War tour guide. In the late 1800s, at the age of 15, he started offering soldiers and high-ranking officers tours of the Antietam National Battlefield in Sharpsburg, MD.
Name three keys to successful Financial Services marketing right now.
Understand your target audience and their specific wants and needs; build awareness through social media, communications, and marketing channels; and execute a focused plan that consistently supports your unique brand position.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
The growth of social media and mobile technology allows consumers to access information instantly and proactively follow brands they find interesting.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
Starting quarterback in the NFL – if I only had the size, talent and speed
What resonates with target audiences today in Financial Services?
Tailored messages that are actionable and specific to an individual’s needs.
What strengths/skills do you bring to your clients?
I’ve held various leadership positions in the financial and professional services industries for over 18 years. My experience benefits our clients since I understand their world and unique business challenges.
What is the best part about working at IMRE?
For me, it’s the opportunity to work with the most talented and creative people in the industry. I am inspired by their dedication and how everyone makes me feel valued and respected.
In your perfect world, what title would appear on your business card? (editor’s note: you can get creative with your answer here)
The Millionaire Next Door
What do you do for fun outside the office?
I have three kids and love to spend time with them. They provide all the fun my wife and I can handle right now.
If you had to describe your job as a Facebook status, how would it read?
Making it happen…
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Gina Birdsall
Senior Account Executive
What does it take to be a leading company in the Financial Services industry?
You must first establish credibility – with your customers, peers, employees stakeholders, etc. Without established credibility, any type of messaging will face significantly more resistance and will make your ability to communicate quite challenging.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
The recession has taught consumers to place more value on their time and their money and, with the emergence of social media, messages are now coming at consumers from all angles. That said, in order for your message to emerge from the noise and be perceived as valuable to the consumer, it must be the right combination of efficient, relevant and engaging.
What made you want to work in the Financial Services industry?
With a passion for logic and numbers and a flair for writing and analyzing, I am an even split of right brain/left brain. Thankfully, I figured this out early and was lucky enough to fall into a career that lets me explore the best of both worlds – financial communications.
What strengths/skills do you bring to your clients?
I’ve been in their shoes. Coming from the client side, I know the value of a successful communications partner to an organization.
What is the best part about working at IMRE?
The limitless possibilities. Working with an array of clients allows us to explore many avenues of marketing and communications without much restriction.
In your perfect world, what title would appear on your business card?
Chief Cupcake Tester
Tell us something about yourself that people who don’t know you would be surprised to learn.
In order to avoid a mind-numbing philosophy course in college I elected to take two semesters of oil painting…and accidentally tapped into a talent I didn’t know I had! While my painting career has since transitioned from oil and canvas to eggshells and bathroom walls, there is still nothing like a fresh can of paint, music turned up and a warm breeze to make a great afternoon.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
I would go back to school for an advanced degree and teach Spanish language at a university. If being a professor didn’t work out, I would fall back on a more realistic endeavor: chase down Anthony Bourdain and convince him that No Reservations would be a much better show with a young, female cohost… who could also teach him Spanish.
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Alison Giella
Senior Account Executive
What does it take to be a leading company?
The way we do business is changing every day, and the best thing a company can do is to be receptive to change and keep an open mind regarding new ideas.
What resonates with target audiences today?
Open communication, convenience, innovation and the latest technology. Consumers want efficient solutions to make their lives easier, but they also crave a personal connection to the brands they use on regular basis.
What made you want to work in PR?
It started in high school, when I shadowed an event planner for a nonprofit, hosted a radio show and took classes in writing and public speaking. In college, I interned at a newspaper and had some chances to work with the PR department. I found myself looking forward to those opportunities more and more and knew that was the field for me.
What is the best part about working at IMRE?
The energy, passion and collaborative environment.
What do you do for fun outside the office?
I enjoy playing tennis, seeing Broadway shows, traveling as much as possible, and rooting for the Mets—no matter what!
Who inspires you—personally and/or professionally?
Personally I’m inspired by anyone who dedicates their time to helping others without expecting anything in return. Professionally, I’m inspired each day by my colleagues because of their passion for the industry, their clients and getting results.
What other career would you have if you weren’t in PR?
I’d definitely want to be an English teacher. I’m a grammar and spelling nut who loves to read and write. I wouldn’t mind that whole summer vacation thing, either.
If you were writing the story of your life, what would the title be?
I Thought You Might Be Interested. (Anyone who talks to the media on a regular basis would understand this one.)
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Wendy Clark
Account Executive
What does it take to be a communications leader today?
You have to have a point of view. It’s also important to use your collective knowledge and expertise to provide clients with an opinion and guidance.
What resonates with today’s target audiences?
Audiences love to hear good news—like when organizations step up and do the right thing, whether it’s through donations, volunteer work or just making good decisions.
What made you want to work in communications?
I was drawn by the challenge of finding a good story and the right way to communicate it. The thrill of getting the message across to the audience in a creative way makes this a rewarding industry.
What is the best part about working at IMRE?
The collaborative culture and the people. Everyone works together to find new and creative solutions for our clients. I can honestly say I learn something new from my co-workers every day.
Describe your overall marketing and communications philosophy.
You shouldn’t speak without first listening. It’s so important to really listen, not only to your client, but to your surroundings as well, before deciding what or how to communicate.
What do you do for fun outside the office?
I find any excuse I can to be outdoors. Whether hiking, kayaking or just walking my dog, I’m definitely happiest in natural surroundings.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I can hang drywall, insulation and siding. This is all thanks to the addition that I helped my husband’s family build - which is still standing, by the way.
What other line of work would you be in if you weren’t in communications?
Photojournalism. Ever since I was a little girl flipping through my mom’s National Geographic magazines, I’ve appreciated how a photograph can capture the real story and emotion behind an event.
What’s the last great book you read/movie you saw?
I recently watched Conviction. The themes of dedication, determination and perseverance really resonated with me. As a sister, I could really appreciate the sacrifices that the lead character made to save her family.
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Denise Kitchel
Vice President, Marketing & Client Relations
What resonates with target audiences today?
Authenticity. We’re all consumers, and we all have high expectations that brands will create immediate connections with us.
Name one prized accomplishment to date in your marketing career.
Having a hand in bringing many celebrated brands to IMRE’s growing client portfolio.
What made you want to work in the communications industry?
There’s constant change in this business—and change is both healthy and exciting. There’s no fear of boredom here. That, plus agencies are a “liberal arts” mecca. It’s the perfect setting for someone who thrives on multiplicity of subject.
What strengths/skills do you bring to your clients?
I’m a great listener. I can “process” client needs and challenges and turn them into meaningful outcomes. I’m also keenly aware of the fact that our clients are under immense pressure and approach each conversation with that sensibility.
In your perfect world, what title would appear on your business card?
Coach K
What do you do for fun outside the office?
I run, go on adventures with my kids, drink wine with my husband, follow modern and contemporary art, travel and spend time amongst family and friends.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I was a concert oboist.
Who inspires you—personally and/or professionally?
Great leaders, writers and artists, smart people…and people who overcome extreme adversity to achieve success.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
I’d either be an author or a therapist.
If you could have lunch with any famous person, living or dead, who would it be and why?
In the land of the living, Elton John would be a blast. Although parenthood may be mellowing him out a bit. In the land of the deceased, I’d dine with Matisse. Such a body of work—I’d love to learn firsthand about his creative process.
If you were writing the story of your life, what would the title be?
The Quest for Greatness
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Chris Denney
Vice President & Creative Director
What has changed the most in marketing over the past 5 to 10 years?
Without a doubt, the need for messaging and creative to work harder strategically. Channels rarely stand alone, so you have to understand the needs of each user. A print headline doesn’t necessarily work on a Facebook page, but it does need to support the brand message. That’s both the challenge and the opportunity to speak to divergently engaged audiences.
Where do you see marketing headed in the next several years? What trends are on the horizon?
The new model that’s emerging is having ideas that are big, but have a strategy of participation—lots of participation. I also heard a quote lately that I believe sums up an approach: “We have to create ideas that can be advertised, as opposed to just advertising ideas.”
What does it take to be a leading agency today?
For an agency, ideas are everything. No matter how we change the way we reach audiences, the idea will always be what gets you there. And the way to get great ideas is through integration. You have to have all of your capabilities involved in idea generation, and you have to have a strong account team to lead it strategically.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
While it’s well documented that audiences demand tailored messages, I still believe they’ll pay attention to a great story. So, again, the idea rules.
What made you want to work in the creative field?
I love the idea of branding and creating stories. As creative director, I also love seeing the team come up with great ideas—and the groundswell they create when they work.
What strengths/skills do you bring to your clients?
I bring a strong sense of branding to the table. I believe that all of the work we do has to support and be true to the brand. That means looking at creative through a strategic lens.
In your perfect world, what title would appear on your business card?
CIO - Chief Idea Officer
What do you do for fun outside the office?
These days, I hang out with my baby boy. When I had a life, I played squash, enjoyed gardening and cooking.
Tell us something about yourself that people who don’t know you would be surprised to learn.
When I was a photographer’s assistant, I traveled the world shooting skiers in the Swiss Alps, hang gliders in Hawaii and swimsuit models in Brazil, to mention a few.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
Something to do with cooking or food. Or wine. Or lots of wine.
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Craig Strydom
Associate Creative Director
Where do you see the advertising industry headed in the next several years?
As the novelty of new media delivery methods wears off, the idea will re-emerge as the basis for solid engagement.
What does it take to be a leading company today?
Smart thinking.
How has consumer behavior changed in recent years?
People are consuming media at voracious levels and using a smorgasbord of new media devices, sometimes simultaneously.
Name one prized accomplishment to date in advertising.
I was involved in creating a print ad for Time magazine that elicited death threats.
What qualifies you as an expert?
Over 17 years working in four countries across three continents, I’ve been featured 15 times in Creativity Magazine, published in the Sunday Independent and the Mail & Guardian and received awards including Cannes, One Show, London International Awards, New York Festivals, Radio Mercury and the O’Toole award for mid-sized agency of the year.
What is the best part about working at IMRE?
Here the planets align, and creativity rises to the top as a true differentiator.
Describe your overall marketing and communications philosophy.
People will stop and listen if you have something interesting to say.
In your perfect world, what title would appear on your business card?
Conceptualizer
Tell us something about yourself that people who don’t know you would be surprised to learn.
I was a medic in the army.
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Ben Myers
Art Director
What has changed the most in marketing over the past 5 to 10 years?
The number of different mediums consumers interact with every day.
What does it take to be a leading company today?
Strong ideas and truly integrated campaigns.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Consumers are more informed than ever.
What made you want to work in marketing?
I get to create things everyday.
What qualifies you as an expert?
With 14 years in this business, I’ve worked with a wide variety of clients and in just about ever medium you can think of. Over time, you learn what works and what doesn’t. The one constant is that everything starts with a good idea.
What is the best part about working at IMRE?
Working for a company that is always looking forward.
Describe your overall marketing and communications philosophy.
Make something memorable.
In your perfect world, what title would appear on your business card?
Difference Maker
What do you do for fun outside the office?
Cooking, kayaking and working in my vegetable garden.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I love bluegrass music.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
Owner/Chef of a restaurant
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Crystalyn Stuart
Vice President, Social Marketing
What has changed the most in social marketing over the past 5 to 10 years?
Eleven years ago, my first Internet forum was downright revolutionary. Today, socializing online is a fundamental part of the way we communicate with one another. Brands know the value of social marketing.
What does it take to be a social marketing leader?
Social marketing isn’t just about creating content and dialogue. It’s about maximizing the technology, mastering compliance issues and integrating social functionality into the online experience. Brands that balance the art and science of social media will find success.
Name three keys to social marketing success right now.
To maximize your social media investment, you need to master strategic channel development and management, build systems to manage social media internally and stay on top of innovation and insights.
How has consumer behavior changed in recent years?
Consumer behavior is too complex a subject to generalize. However, social media allows us to target and understand the behaviors of individuals at a very deep level.
What resonates with target audiences today?
Because the social landscape is complex and rich with personalized experiences, meaningful data is the only way to truly understand what will resonate. You need to conduct thorough research evaluating who is talking and where, what they’re saying, who they’re talking about, the sentiment of those conversations and how are they responding to brand dialogue.
What made you want to work in social marketing?
Social marketing combines art—communication, understanding audiences, content and messaging—with science, including technology, optimization and data. This convergence makes social marketing unique, thrilling, groundbreaking and perfect for me.
What strengths/skills do you bring to your clients?
I understand the business and process aspects of making social marketing effective and efficient. This includes campaigns for conservative, global brands in highly regulated industries.
What qualifies you as an expert?
With 12 years of experience, I consider myself a social marketing pioneer. I’ve developed and managed social media programs for dozens of global and national brands.
What do you do for fun outside the office?
I play mommy, ski, download iPad apps and travel the world (with those downloaded apps, of course).
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Tom Poe
Social Marketing Program Director
What has changed the most in communications over the past 5 to 10 years?
What hasn’t? The rise of Facebook as a dominant global communications channel is perhaps the most significant development in the past 5 years.
Where do you see marketing and PR headed in the next several years? What trends are on the horizon?
Social media, mobile technology and tools like Skype will fill in the final missing pieces of the Internet’s hyperconnected world. Improvements in automated translation will break down any remaining language and geographic barriers, creating a truly global network.
Name three keys to successful social marketing right now.
Storytelling, community and fun.
What resonates with target audiences today?
People respond to engaging content and great stories. Beyond these core marketing principles, campaign success is all about launching, testing and optimizing.
What strengths/skills do you bring to your clients?
Spreadable ideas and programs that tightly align with overall business goals.
What is the best part about working at IMRE?
I enjoy fountain soda, spontaneous happy hours and delivering an endless supply of “firsts” for our clients.
In your perfect world, what title would appear on your business card?
Chief Inspiration Officer
What do you do for fun outside the office?
I monitor how campaigns are performing off hours. (Seriously.)
Tell us something about yourself that people who don’t know you would be surprised to learn.
I founded three dot-com companies and own over 300 PEZ dispensers.
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Adam Streets
Social Marketing Program Director
What has changed the most in social media over the past 5 to 10 years?
Social media has become a mainstream form of communication. Not just for college kids, it's now how brands communicate with their audiences.
Where do you see marketing and PR headed in the next several years?
It’s continuing to move into a blended media—a hybrid of marketing, communications and PR systems.
Name three keys to successful social marketing right now.
Be part of the conversation. And listen. Courtesy can go a long way.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Brands look for the long-term relationship, but consumers prefer the one-night stand.
What resonates with target audiences today?
Audiences want to share experiences, and they expect immediate action. Social media offers 24-hour brand connections.
Name one prized accomplishment to date.
Being part of a team that won the PRSA Silver Anvil Award for launching a new product is a great achievement and one I wish to repeat.
What made you want to work in social marketing?
Social marketing offers the opportunity to reach a target audience on a personal level, and it provides instant gratification.
What do you do for fun outside the office?
I love playing hockey, fishing, playing w/ my son and watching the Baltimore Ravens and/ or Detroit Red Wings. Did I mention Twitter?
If you had to describe your job as a Facebook status, how would it read?
Interested in my world? Check out my Twitter feed @Adam_Streets #snerd
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Christine Pierpoint
Vice President, Emerging Media
What has changed the most in online media over the past 5 to 10 years?
The biggest change: attitudes toward technology. Ten years ago, people saw the Internet as a marketing tactic. Today, it’s an indispensable tool for everyday living.
What trends are on the horizon?
Mobile is going to become the primary means of communication. Being tied to a desktop will seem like a notion out of the stone ages.
What does it take to be a leading company today?
Keeping up with changes in technology is important, as is critical thinking. People who have a deep understanding of both technology and business are the best problem-solvers and innovators.
How has consumer behavior changed in recent years?
There’s a growing sense of entitlement when it comes to information access. I recently took my six year old to the movies, and she was astounded that we had to wait for the scheduled start time. Her generation is growing up in an era where “on demand” content is the standard and not the exception.
What made you want to work in new media?
I am easily bored and tend to resist stasis. So this was the perfect opportunity to be in an environment where creativity and technology flourish, and you’re encouraged to find new ways to address business challenges.
What qualifies you as an expert?
I rolled out my first site in 1994, when we had to hand-code everything, then upload files using a dial up 14.4k modem. So when it comes to understanding the guts of a website or application, I’ve got a pretty good foothold on how it all works and how far technology has come.
What is the best part about working at IMRE?
We’re all really competitive—in a fun, loving way.
If you had to describe your job as a Facebook status, how would it read?
I just became the Mayor of IMRE on foursquare!
What’s the last great book you read/movie you saw?
I just finished reading “Warm Bodies” by Isaac Marion. It’s a modern-day take on Romeo and Juliet—where Romeo is a zombie.
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Alyssa Hulka
Emerging Media Director
How has consumer behavior changed in recent years?
The iPhone has changed how I do business, how I keep in touch with friends and family and many other parts of my life. I think that product is just one example of changing consumer behaviors and how we need to adapt our marketing techniques and approaches to expanding technology platforms.
What strengths/skills do you bring to your clients?
The developers I work with will tell you I’m really detailed in everything I do, from the 60-page requirements documents to pushing cross-browser or cross-email client testing. I don’t let things go until they’re done exactly right!
What qualifies you as an expert?
I began my career in technology consulting, so I’ve had every role on an IT project—developer, QA tester, business analyst, you name it. This gives me a broad spectrum of knowledge to pull from when I’m planning a project and ensuring that each stage is executed correctly.
What is the best part about working at IMRE?
Our people and our clients. We have a culture that encourages fun and competitiveness, and everyone is hard-working, talented and dependable. It’s a joy to work on projects where we’re integrating across multiple disciplines. And our clients allow us to challenge them and ourselves in the process.
Describe your overall marketing and communications philosophy.
As a tech geek, I tend to focus more on measurement and how to judge the success of a campaign. The more tangible the better! So I encourage risks as long as we can measure the outcome.
What do you do for fun outside the office?
I love playing most team sports. Floor hockey and broomball are my current favorites. Give me a stick and a ball to chase and I’m happy.
If you had to describe your job as a Facebook status, how would it read?
Launching a new [website, Facebook app, blog, iPhone app] today and so proud of the amazing work from my team!
What’s the last great book you read/movie you saw?
I wish I could say something technical or PM-related, but I admit that I really loved the Harry Potter and Twilight series.
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Jemal Cole
Emerging Media Technology Director
What has changed the most in Emerging Media over the past 5 to 10 years?
Everything—the technology, the platforms and most of all, the audience’s expectations. What hasn’t changed is the need for proven solutions from industry experts.
Where do you see Emerging Media headed in the next several years? What trends are on the horizon?
The success of the Internet has always been about simplifying communications. Today’s mobile websites and applications and tomorrow’s tablets continue that shift. They narrow the focus of a task to its most essential elements and enable the sharing of information anywhere.
What does it take to be a leader in Emerging Media today?
You have to take in a tremendous amount of information all the time. More importantly, you have to put all the new techniques into practice. To make something great for your clients, you have to have the experience to know what works and how best to meet their needs.
Name three keys to successful marketing via Emerging Media right now.
The secret is simple: You need to know your audience, understand your technology and focus on the message. The hard part is putting in the time to research your audience, to learn the ins and outs of the technology and to cut away all the parts of a design that aren’t communicating that message.
What qualifies you as an expert?
I was programming before I could ride a bike, and have been programming on the Internet since 1992. My expertise in development began when I put up my first professional website in 1996. I’ve been working to stay on the cutting edge of web technology ever since.
What is the best part about working at IMRE?
There’s nothing better than working with people who are excited about their job. The people here are incredibly passionate about their clients, and that passion pushes them to provide great service.
What do you do for fun outside the office?
Like most programmers my age, I play a few video games, but my real hobby is comic books. My embarrassing addiction is the reason that my wife and I have separate bank accounts: as long as she doesn’t have to see what I’m spending, we’re okay.
Tell us something about yourself that people who don’t know you would be surprised to learn.
As much as I love technology, I also make stuffed animals (monkeys and monsters) for all of my friends’ children. My wife and son got me started by taking a class at the American Visionary Arts Museum, and now I’ve got stacks of them waiting to be mailed out.
If you could have lunch with any famous person, living or dead, who would it be and why?
Anyone holding such an historic dinner would be crazy not to invite Tycho Brahe, the 16th century Danish astronomer. Not only did he make accurate maps of the paths of the planets, he also had a pet moose and a copper nose—having lost his original in a duel.
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McGavock Edwards
Public Relations Practice Leader
What has changed the most in PR over the past 5 to 10 years?
Social media has given PR an additional way to spur and nurture conversation. However, like anything new, there are pros and cons. Today’s organizations must be ready to give up some of the control they had in the past. Brands must be willing to prepare ahead of time for the possibility of negativity and commit to the open and honest communication essential to success.
What does it take to be a leading company today?
Brands must commit to boldness, responsiveness, authenticity and transparency. With customers who are more discerning and skeptical than ever, competition for awareness and loyalty is fierce. That’s why we encourage our clients to consider new, unique and integrated ways of communicating and to be open and authentic at all times.
Name three keys to successful public relations right now.
Brands and PR practitioners need to utilize thought leadership/expert positioning, because customers need someone to follow, look up to and believe in. They need to employ social media to reach their customers, employees and industry. And they need to take a truly integrated approach to communications, using advertising, direct, digital, social and other media.
What strengths/skills do you bring to your clients?
I can see all sides of an opportunity. Whether for a product launch, an internal communications challenge or a potential crisis, I view situations through multiple lenses. This helps me ensure communications messages and tactics resonate with client audiences and spur desired actions.
What qualifies you as an expert?
I bring 15 years of experience in PR and integrated communications, including media relations, community relations, crisis planning, marketing PR, internal/employee communications and channel communications. And I’m dedicated to professional development, having earned accreditation in the field and assumed leadership roles in organizations such as PRSA and TOCA.
What is the best part about working at IMRE?
Every day I’m inspired by our team, from our receptionist’s smiling “hello” to the enthusiasm, creativity and desire for excellence of our PR practitioners. It’s fun coming to a workplace where I’ll be challenged and impressed day after day.
What do you do for fun outside the office?
A North Carolina native, my best days outside the office are spent being outside! Whether playing bocce ball on the beach, reading a good book in the hammock, canoeing on the New River or hitting tennis balls with a friend, put me under a Carolina blue sky and I’m one happy lady.
Tell us something about yourself that people who don’t know you would be surprised to learn.
My namesake (and great, great, great grandmother) was the inspiration for a main character in a New York Times best-selling historic memoir. The Widow of the South portrays Carrie McGavock’s strength, kindness and wisdom, and for that, I’m grateful and proud!
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Kelly Nowlan
Research Director
Where do you see market research headed in the next several years?
Advancements in technology have made many aspects of market research faster and more streamlined. For example, interviews can be conducted using online tools like Skype, and surveys can be fielded quickly via email. Also, as more people move their interactions to online platforms, market researchers can review these posts to identify trends and opinions.
Name three keys to successful market research right now.
1. Know your audience. Find out their attitudes about your brand/product, how they make their purchase decisions and what is important to them.
2. Define success and measure your progress.
3. Repeat this cycle to stay ahead of trends and on the path to continuous improvement.
What made you want to work in market research?
You’re always learning something new and meeting interesting people along the way. It’s a great blend of behind-the-computer work and interaction with people—and helping someone learn or achieve a goal is very satisfying.
What strengths/skills do you bring to your clients?
I can help our clients improve their businesses by growing their knowledge base. The more they know about their core audience, the better they can target their efforts and streamline their processes. The adage “knowledge is power” definitely applies.
What is the best part about working at IMRE?
First, the great people—truly passionate about what they do and willing to work tirelessly and creatively to help their clients. Bagel Fridays and the soda fountain are a close second.
In your perfect world, what title would appear on your business card?
I’ve always wanted the title of Chief Fun Officer.
What would people who don’t know you well be surprised to learn?
I have a lifelong goal to visit all of the 393 U.S. National Parks. I’m at 79 and counting!
What do you do for fun outside the office?
If laundry and grocery shopping count for fun, then I’m having a BLAST! Beyond that, I enjoy cooking, a good biography, the occasionally trashy reality TV show and time with my family.
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Shawn Draper
Partner & Executive Vice President, Home & Building
What has changed the most in Home & Building over the past 5 to 10 years?
The increased importance of the Internet—specifically, websites as a primary source of information or validation, email for communication and now social networks for relationship building.
What trends are on the horizon?
I see a significant increase in e-commerce and m-commerce by professionals and homeowners—increasing the direct relationship with the customer and moving distribution from a sales partnership into more of a fulfillment center role. With the right business model in place, e-commerce and m-commerce could create a more profitable model for both manufacturers and distributors.
What does it take to be a leading Home & Building brand today?
A visionary leader, inspired people, innovative products or services, committed distribution partners and luck.
Name three keys to successful Home & Building marketing in right now.
Proper positioning, messaging and engagement—all of which require abundant, meaningful insight and a commitment to executional excellence.
How has consumer behavior changed in recent years?
Trade and homeowner consumers continue to be better informed on products, services and pricing due to the access of information through websites and social networks. Comparison shopping and getting recommendations from associates and “friends” have never been easier.
What made you want to work in Home & Building?
I guess you can say it’s in my blood. My grandfather owned Draper Supply, a lumberyard in southern Wisconsin. My dad and I finished our basement, built fences and landscaped big lawns. As an adult, I have gutted and remodeled two historic homes and built a log cabin myself. When the opportunity to work with my friends and neighbors at Andersen Windows presented itself, I dropped everything to join them. I love this industry as much today as I did when I started 25 years ago.
What strengths/skills do you bring to your clients?
I’m able to create a vision for a successful outcome and the path to get there, and I have the knowledge, skills and ability to make it happen.
What qualifies you as an expert?
For 25 years, I’ve delivered serious, measureable results with some of the strongest brands in the Home & Building industry.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I’m a big softy. My drive to succeed and the fact that I stand 6’6” often mask the fact that I am a big-hearted, passionate guy. Hey, the big guy has a heart too.
If you were writing the story of your life, what would the title be?
If You Only Knew. I’m a private person who has experienced a terrific amount in my life, both personally and professionally. If people around me only knew, they would be surprised.
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Mark Eber
Partner & President
What strengths/skills do you bring to your clients?
A commitment to excellence and a competitive nature. Most importantly, being a true partner and having the ability to guide them in in the best direction for the best possible outcome.
What does it take to be a leading company today?
Brands need vision and passion and the ability to communicate both clearly.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Consumers have more control than ever and are wielding that power in a number of ways. This knowledge serves as a filter for all our marketing and public relations ideas.
What resonates with target audiences today?
People want to know up front what’s in it for them.
What is the best part about working at IMRE?
Our people. I know I’m biased and it sounds like a cliché, but we really have the most passionate, hardworking, dedicated, fun and witty people working at IMRE.
In your perfect world, what title would appear on your business card?
Chief Apple Product Tester
What do you do for fun outside the office?
I love to watch my daughters play lacrosse – there’s nothing better than watching one of my girls challenge the defense by drawing a double team, switching to their non-dominate hand and passing the ball to an open teammate for a goal.
What qualifies you as an expert?
Playing NCAA Division I baseball gave me the foundation for truly understanding the team concept. Now, after 20-plus years of managing marketing teams and IMRE’s day-to-day operations, it’s even clearer that great work only happens when people collaborate.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I’m a closet open-wheel racing fan. I’ve been to the Indianapolis 500 seven times and have been in the pits with my dad and Roger Penske.
If you had to describe your job as a Facebook status, how would it read?
Now what?
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Dave Imre
Partner & Chief Executive Officer
What has changed the most in communications over the past 5 to 10 years?
The overall importance of communications hasn’t changed, nor have the basic tenets of authenticity and connecting brands to customers. What has: the speed and the number and variety of channels being used.
Where do you see communications headed in the next several years? What trends are on the horizon?
I see more change at a more rapid rate.
What does it take to be a leading company today?
It takes a strong brand with strong products and services that’s willing to be a good corporate citizen and is willing to listen to customers and react accordingly.
Name three keys to successful communications right now.
Listen, listen, listen…
What qualifies you as an expert?
The expert label is earned anew at virtually every encounter. It’s not like being granted tenure in a college setting.
What is the best part about working at IMRE?
It’s an environment where I can constantly learn new things from my colleagues.
What would people who don’t know you be surprised to learn?
I was an intern for Oprah when she was in Baltimore. (Oops—showed my age!)
If you were writing the story of your life, what would the title be?
The Accidental and Lucky Entrepreneur
What’s the last great book you read/movie you saw?
I like mindless, fun comedies and will run to see anything with Will Ferrell.
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Kelly Heritage
Account Manager
What has changed the most in the Financial Services industry over the past 5 to 10 years?
All the channels that the limited number of press is responsible to fill.
Where do you see the Financial Services industry headed in the next several years? What trends are on the horizon?
Companies have figured out they can talk directly to their customers now—they don’t always need the media. So now it’s our job to help them determine the best channels to use and the right message to send.
What does it take to support Financial Services companies today?
It’s all about being flexible—taking time to learn new technologies/channels and adapting to help clients maximize them.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
The biggest change has to be how consumers connect with brands. They like them, follow them, check in with them—all are great opportunities for our industry to tap into their daily lives.
What resonates with target audiences today?
An opinion, a presence, a stance—audiences have more access to you, your other customers, your competitors, etc. It’s more important than ever to not hide.
What is the best part about working at IMRE?
The people. We have people from all walks of life here, and it’s always interesting to get a group of us in a room to tackle a problem. You never know what you’re going to get!
What do you do for fun outside the office?
I love heading to the shore whenever I get the chance. Watching the waves and feeling sand between your toes is hard to top.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
I would love to give kayaking tours in Annapolis.
If you were writing the story of your life, what would the title be?
It’s the Little Things
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