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IMRE builds brands, at home and on the jobsite
From homeowner buying habits to building efficiency, IMRE’s Home & Building experts know how to market every aspect of the industry. And we’re equipped with powerful tools—like our Homeowner Insights and Contractor Advisory Panels—that give us perspectives straight from the source.
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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Betty Lyn Eller
Vice President, Home
What has changed the most in the home furnishings/decorative design industry over the past 5 to 10 years?
Home product design, production and the distribution channels have truly become a global industry, and that awareness has filtered to the consumer/end-purchaser level. In the home furnishings manufacturing channel, product is sourced globally from the low- to high-end price point. Ten years ago, the base of the high-end furniture product was still U.S. manufacturing.
Where do you see home furnishings/decorative design headed in the next several years?
There will continue to be consolidation of manufacturers to maximize the production facilities’ output, but the consumer marketing message will be exciting new “brand” introductions that feel more niche or personalized. Think Restoration Hardware with its weathered “old world” finishes and industrial chic designs, or the entrance of the Lilly Pulitzer Home Collection for consumers who want to live like they dress in summer brights.
What does it take to be a leader in today’s home channel?
Three things: First, knowing what consumer segment you want as your customer. Second is exposure—you have to develop and market your brand personality. And third is all about layering your channels of distribution. This is not just brick-and-mortar traditional retail anymore!
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
Today’s consumers know they’re in charge. They’re seeking out the brands, both big and niche, that they have a connection with. They’re using every asset available to them online and off to research products before they start shopping.
What made you want to work in home furnishings/decorative design industry?
My love of and curiosity about color in product development was born out of my fine arts education. And I grew up in North Carolina—literally the home of the worldwide furniture industry. It seemed natural to find a career path right in my backyard that fused my love of color, design, marketing and furniture products.
What qualifies you as an expert?
During my 25-year career, I’ve worked in all facets of the home industry, including the consumer, manufacturing and agency/marketing sides of the business. My consumer experience includes Hearst Magazine’s Country Living, O at Home and Shop Etc. On the manufacturing front, I held marketing positions for Drexel Heritage and Masco Home Furnishings. I’m also an active member of Women in the Home Industries Today, serving as chairperson of the annual NYC Design Tour.
In your perfect world, what title would appear on your business card?
CEO of Wanderlust
What do you do for fun outside the office?
Broadway theater, antiquing and flea marketing top the list. And I’m always researching my next travel adventure!
Tell us something about yourself that people who don’t know you would be surprised to learn.
I’m a “hoofer” (tap dancer) with 38 years of performance and teaching experience.
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Mike O'Mara
Account Director
What has changed the most in Home & Building over the past 5 to 10 years?
Gone are the days of “this is the way we do things.” Absolutely everything is now up for re-invention in this industry, and that’s a great thing.
What does it take to be a Home & Building leader today?
A leading company needs to be honest with itself in understanding both its strengths and its weaknesses, and accounting for both accordingly.
Name three keys to successful marketing in Home & Building right now.
Consumer empowerment, digitization, integration
What strengths/skills do you bring to your clients?
I’ve been on the client side, so I understand the pressures they’re under. I can also anticipate their needs, which helps make their lives easier.
What qualifies you as an expert?
I have 15 years of experience with sourcing, building and marketing products.
What is the best part about working at IMRE?
There are three: creativity, collaboration and speed.
In your perfect world, what title would appear on your business card?
Chief Facilitation Officer
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
I’d be a professional chef.
If you were writing the story of your life, what would the title be?
Trials, Tribulations and Triumphs
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Jeff Williams
Account Director
What has changed the most in Home & Building over the past 5 to 10 years?
Consumer behavior. Faster Internet speeds and portable devices enable consumers to research brands like never before, which has evoked a whole new genre of communications channels. Social media, online video, product reviews—all of these elements are now an integral part of the marketing mix and allow more genuine conversation with potential customers.
Where do you see the industry headed in the next several years? What trends are on the horizon?
The Great Recession will have lasting effects regarding credit availability and how credit is acquired. Land scarcity and tightening energy codes will play a critical role in accelerating sustainable building practices.
What does it take to be a Home & Building leader today?
I think the best companies have really interesting and/or useful products and they lead with service. They communicate with customers in a personable, forthright and transparent way, effectively changing their messaging ratio from one to many to as close to one-to-one as possible.
In your perfect world, what title would appear on your business card?
Bass Pro and Hammock Tester
What do you do for fun outside the office?
I’ve been working on an old Corvette for about 20 years that I hope to have running in a few months…or not. I also like woodworking and anything to do with tools.
Who inspires you—personally and/or professionally?
I live by General Colin Powell’s “13 Rules.” Number 13 is a favorite: “Perpetual optimism is a force multiplier.” I admire Oprah Winfrey and what she has accomplished. She’s so humble and kind.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
I’d be renovating historic homes or building modern interpretations of classic American architecture, such as Georgian, Federal, Greek Revival or some of the eclectic styles.
If you could have lunch with any famous person, living or dead, who would it be and why?
I’d love to have lunch with Mark Twain and Ben Franklin, preferably at the same time.
If you were writing the story of your life, what would the title be?
Measure Twice, Cut Once
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Kris Welsh
Account Manager
What has changed the most in communications over the past 5 to 10 years?
The most compelling shift I’ve seen is the convergence of PR and social media. The nature of public relations has always been to connect to an audience. It was one of the few communications functions intended to be a two-way street. That changed, thanks to social media channels. Consumer reaction to news is now instant, and the conversation is taking place constantly and globally.
What does it take to be a leading company in today’s outdoor industry?
I’ve been lucky enough to be associated with a leader—John Deere—every day since 1999. These folks know three things: their audiences, their marketplaces and their opportunities. More importantly, they know how to capitalize on all three. That—and the best logo in the world—sets them apart.
Name one prized accomplishment to date in your career.
Accepting the Silver Anvil award with my John Deere client. It’s a career moment I’ll never forget.
What made you want to work in PR and marketing?
I went to college as an art major, and lasted a whole three weeks in the program before realizing that while I like art, the business side of my brain was leading me in a different direction. The school of communication called to me as a perfect mix of creativity and business strategy.
In your perfect world, what title would appear on your business card?
CEO of Balancing Delighted Clients, Preschool Lunches, Career Success, a Happy Husband and the Occasional Golf Game.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I performed gymnastics, acrobatics and dance at the American Pavilion in the 1988 Worlds Fair in Brisbane, Australia.
Who inspires you—personally and/or professionally?
I’m inspired daily by the account staff at IMRE. These folks think, perform, create, execute and do their job with such passion and dedication that I’m consistently inspired to do mine better. Personally, I’m inspired to balance my life and work by my grandparents, who recently celebrated their 65th wedding anniversary. Sign me up for that!
What’s the last great book you read/movie you saw?
Laura Hillenbrand’s Unbroken is one of the most riveting, inspiring books I’ve ever read. I’ve recommended it to everyone, including strangers (who didn’t ask for my opinion) in Barnes & Noble.
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McGavock Edwards
Account Director
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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Elizabeth Walker
Account Manager
What has changed the most in public relations over the past 5 to 10 years?
PR is faster than ever, and there are so many more ways to communicate with your audience now.
What does it take to be a leading company?
Original ideas, spotless executions, dedicated teams and strong relationships.
What resonates with Home & Building target audiences today?
Authenticity and philanthropy. A company shouldn’t try to be something it is not. Consumers want authentic communication. Also, research has shown that people are more apt to buy goods from companies that give back to the community. Finding a cause that maps to a company’s mission and audience is important.
What strengths/skills do you bring to your clients?
I bring the trifecta of passion, organization and leadership.
What do you do for fun outside the office?
I play with my son, go to the movies, read, bake and work out (but not all at the same time).
Tell us something about yourself that people who don’t know you would be surprised to learn.
I worked second shift in a Stauffer’s cookie factory during college summer breaks. I boxed animal cookies and bagged Ginger Snaps for eight hours a day.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
I’d be a high-school English teacher so I could try to get more kids passionate about reading.
If you could have lunch with any famous person, living or dead, who would it be and why?
Oprah. She’s met amazing people from all walks of life I’d love to hear about. She’s overcome challenges in her own life, which would be inspiring to learn from, and she dishes out smart and sensible advice, which I could use.
What’s the last great book you read/movie you saw?
I read The Help by Kathryn Stockett and couldn’t put it down. It was an uplifting story about strong women during the civil rights movement.
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Lindsay Muller
Account Manager
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
If you have something to say, you better say it quickly and with conviction. Thanks to real-time updates on Twitter and Facebook, consumers are now expecting information on the spot and on the go.
What resonates with target audiences today in the world of media?
We’re all looking for a little good news. People want to be inspired. They’re craving stories that make them feel good, like ordinary people doing extraordinary things or corporations giving back.
What made you want to work in communications?
When I was in the sixth grade, I participated in a White House press conference with Hillary Clinton. I spoke about the importance of keeping classes such as D.A.R.E in schools. I also won an essay contest that resulted in more than a dozen live broadcast and print interviews.
What strengths/skills do you bring to your clients?
Being a problem solver is beneficial when working in the communications industry. I’m deeply committed to understanding my clients’ challenges and developing solutions to help them achieve their goals. And I enjoy collaborating with others to create innovative communications plans that take PR and marketing to the next level.
What is the best part about working at IMRE?
The best part about working at IMRE is the people. It’s refreshing to work with results-oriented and creative colleagues in a fun, energetic atmosphere.
Describe your overall marketing and communications philosophy.
Innovative, forward-leaning PR results from integrating traditional PR tactics with the world of social media. Without the social component, a communications plan is missing a critical piece.
What do you do for fun outside the office?
I cook, bake, work out, read and spend time with family and friends.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
With the necessary training, I’d be a chef on the Food Network.
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Chris Thiede
Account Manager
What has changed the most in Home & Building over the past 5 to 10 years?
Consumers are smarter than ever. They know what they want in their homes and are usually willing to pay a bit more for things that are important to them. Because they often look beyond the usual brands to solve problems in unique ways, smaller brands can gain a foothold in the marketplace—if what they offer is truly remarkable.
Where do you see Home & Building headed in the next several years? What trends are on the horizon?
I see more products that are designed to be intuitive, solve everyday problems and integrate seamlessly into people’s lives and homes. People will grow to expect elegant design and functionality.
Name three keys to successful marketing in Home & Building right now.
Be genuine by offering products or services that provide real, honest value. Be bold, as long as you can back up your claims with your products. And be focused on the customers who are right for your brand. Don’t be distracted by the allure of new groups unless you have saturated your core market.
How has consumer behavior changed in recent years—particularly with regard to the type of information they receive and how they receive it?
The minute I post this, my response has become obsolete. Because customers have nearly every bit of information they need at their fingertips at all times, if you don’t give them what they need, when they need it, you lose.
What made you want to work in Home & Building?
I didn’t choose to work in the home category, it chose me, and I’m glad it did. The home is something that is important to everyone. So much passion and art goes into creating products for the home. It never gets old.
What strengths/skills do you bring to your clients?
I can pull nuggets and nuances from the detailed technical information about a product or a company that shape the overall brand story.
In your perfect world, what title would appear on your business card?
There would be no titles in my perfect world. The skills and capabilities that people bring to the table often lie outside the confines of a title.
What do you do for fun outside the office?
I sail. Whether racing in a serious regatta or out on a pleasure cruise, it’s easy to leave the stresses of the day on shore.
What other career/job/line of work would you be in if you weren’t in the field you’re in now?
I’d run a microbrewery. It’s the perfect opportunity to build a brand while making a product that people enjoy.
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Danielle Hogan
Account Manager
What are the keys to successful marketing in Home & Building right now.
“Keep your friends close but your enemies closer.” Not only do you need a clear understanding of your target audiences, founded by research, you need to know the business strategy, marketing goals and initiatives of that pesky competitor that’s nipping at your heels. And lastly, stay focused and be consistent.
What resonates with target audiences today in Home & Building?
One area I see is the interest in energy efficiency for increasing home comfort and decreasing costs. Whether it’s switching out incandescent light bulbs to CFL bulbs or taking an interest in the actual construction and landscape of a home, homeowners are beginning to implement innovative ideas with energy efficient products.
What qualifies you as an expert in Home & Building?
During my 10-plus years on both the agency and corporate sides of the business, working in several industries, I have created strategies and campaigns that involve every facet of marketing. My most recent position with a large energy company, for example, gives me new perspectives and insights for the clients I work with today.
What is the best part about working at IMRE?
That’s easy and perhaps a little cliché: It’s the people. When you see how hard people work and how they continuously push for excellence in this fast-paced, demanding industry—and have fun doing it—it’s inspiring.
Describe your overall marketing and communications philosophy.
In the Home & Building industry—where change is part of the everyday vernacular and so much innovation and technology literally rests at one’s fingertips—brands need to stay true to the messaging platform that supports overall business goals. An integrated marketing plan that is founded in research, backed by strategy and executed via creative tactics is critical to success.
What do you do for fun outside the office?
As a mom of two beautiful boys, my best times are spent doing the simple things, playing a hand of Uno with my five year-old or marveling at how my toddler can cruise across a room holding onto furniture and walls.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I was a band geek in junior high and most of high school. I even marched in the 1992 Rose Bowl Parade.
Who inspires you—personally and/or professionally?
My dad. He is respected as a smart businessman and well liked as a person. He has always encouraged me to be great, and when situations got tough or everything seemed to be falling apart, he would tell me to pick up the pieces and move on.
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Christine Costa
Account Manager
What has changed the most in Sustainability over the past 5 to 10 years?
The concept of sustainability has become a driver for innovation. Most of the innovative products hitting the market have environmental efficiencies that make them more effective. Companies are using sustainability as a catalyst for supply chain improvements, development of new technology and a brand differentiator from a marketing perspective.
Where do you see Sustainability headed in the next several years? What trends are on the horizon?
Quality of life, whether professional or personal, is intersecting with sustainability—making sustainability more accessible to the mass market.
What resonates with Sustainability target audiences today?
Authentic communications is a must-have.
What made you want to work in the Sustainability field?
The spaces we occupy define our everyday lives and inform the choices we make. When it comes to sustainability, buildings can teach their occupants quite a lot about the values of environmental sustainability—whether it’s improved health through better indoor air quality, increased productivity and happiness through day lighting or greater collaboration among family and peers through smarter space planning. Communicating these impacts makes my job meaningful.
What strengths/skills do you bring to your clients?
I’m an organizer by nature, so I’m able to synthesize masses of information about sustainability into messaging that’s simple to understand and authentic to each client’s brand.
What is the best part about working at IMRE?
IMRE encourages its staff to take risks and pave new paths.
Describe your overall marketing and communications philosophy.
Be authentic and create communications that are data-driven and audience-centric.
What do you do for fun outside the office?
I’m a flea-market junkie and a blog addict. I also have an unhealthy obsession with designing and reorganizing friends’ and family’s living spaces.
Tell us something about yourself that people who don’t know you would be surprised to learn.
I’ve spent time in every state but three. Look out, Mississippi, Alabama and Louisiana—you’re next.
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Eric Lent
Manager, Client Relations
What has changed the most in Home & Building marketing over the past 5 to 10 years?
For both B2B and B2C audiences, digital, social and mobile vehicles have shortened the time needed to build awareness about a product, research the specifications and consider a purchase.
What strengths/skills do you bring to your clients?
I’m genuinely curious and committed to see our clients succeed. I’m able to help them identify challenges and drive results.
What qualifies you as a Home & Building expert?
For many years I’ve helped B2B and B2C market leaders take their efforts to the next level. Also, I’m a tradeshow junkie who enjoys learning about game-changing products. From building products, concrete, kitchen and bath, to heavy equipment to interior design and furniture—I just can’t get enough!
What is the best part about working at IMRE?
I enjoy the opportunity to work with sharp, passionate people and big brands—and I get to go to a lot of tradeshows.
Describe your overall marketing and communications philosophy.
Right place. Right time. Right message.
In your perfect world, what title would appear on your business card?
Matchmaker Extraordinaire
What do you do for fun outside the office?
In addition to spending time with my wife and our three children, I enjoy kayaking, sailing, surfing and fly fishing. And, of course, attending tradeshows.
Tell us something about yourself that people who don’t know you would be surprised to learn.
At age 14, I sailed across the Atlantic on a 42-foot boat.
If you could have lunch with any famous person, living or dead, who would it be and why?
I’d have lunch with James Brown, a self-made man who rose from the depths of Depression-era poverty to become a trail-blazing success by giving 110 percent. Plus, he’s the Godfather of Soul!
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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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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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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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