ABR 2010: Mcgarrybowen

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Agency: Mcgarrybowen

Location: New York

Year Founded: 2002

Number of offices: 2 offices, 1 country

2009 Revenue: N/A

Web site: www.mcgarrybowen.com           

Key executive: John P. McGarry, Jr., CEO

Major discipline/capability:

Branding & Design, Brand & Channel Strategy, Digital, Online, Direct, Print/Broadcast Media

Key clients: Kraft, Verizon Droid, J.P. Morgan Funds, JPMorgan Chase, Disney, Crayola, Wall Street Journal

Latest trends:

1. “Social Direct”: Namely the use of social media spaces and environments in Direct Marketing. We saw this emerging from several places including: 

a.     Social websites such as Facebook with attempts to allow Brands to connect with and recruit from their community

b.     Brands creating social spaces to recruit, sell and drive relationships

c.      The ability to connect social behavior with Brand databases 

2. “Direct Hybrid”: Many of our clients started to recognize that Direct campaigns also drive Brand measures such as awareness and perception. We saw the convergence in the worlds of “Awareness advertising” and “Direct Marketing” to be more prevalent in 2009.

3. “Mobile direct”: The ability to connect with our consumers at the store with mobile technology was another aspect that grew last year. With the number of players and uses in the space growing, a significant range of companies from large retailers like Amazon to CPG companies like P&G were dipping their toes in the space. We will be excited to see this space progress in 2010.

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