Patrick O'Rahilly, CEO and founder, Aspen Marketing Services (AMS)

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Patrick O'Rahilly, CEO and founder, Aspen Marketing Services (AMS)
Patrick O'Rahilly, CEO and founder, Aspen Marketing Services (AMS)

What is the biggest challenge AMS faces today?

Educating procurement departments on what value a strong DM agency brings to the table, when they con­tinually try to commoditize what we do. It's not just putting ink on paper, it's making the thinking, process and execution flawless.

What drives change at AMS?

[We're] trying to figure out how to best speak to the consumer, whether it's through the mail, by e-mail, or text messaging. If an agency can offer an integrated approach, it's going to be the clear winner going forward. I see a lot of agencies today that are focus­ing on just one channel. I think that's going to be a critical error.

What leap has your agency made to move toward DM's future?

We decided to jumpstart [our Hispanic capability] and we acquired Expe­riencia, in Chicago, [which] we've renamed Aspen Latino. We see it as a great growth sector for us, and it's growing in the marketplace. We also saw great [acquisition] opportunities in sales promotion and data analytics.

What are the marketing areas that you think will endure?

We are investing a ton of money and resources into digital and mobile mar­keting. We view the third screen as a very important tool for the future. We've invested heavily in people and technology to offer our clients best-in-class capability in that area.

-Nathan Golia

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