9/28/2007 – Chicago, IL. New solutions for integrating interactive and traditional marketing programs is the foundation for a newly opened agency in Chicago called “Brand Clariti” (brandclariti.com).
Dan O’Brien, President and founder of Brand Clariti, has a twenty two-year history of integrating all forms of marketing programs. During his 8 years as Director of Global Advertising for Accenture, O’Brien successfully brought the synergies and economics of such integration to Accenture’s award-winning global interactive and traditional advertising programs.
“Brand Clariti certainly provides all the traditional creative marketing services and interactive services, but most importantly, we create in a unique and strategic way,’ said O’Brien. “We have found that interactive and traditional marketing programs are often created by different teams that ‘specialize’ in separate channels. That can lead to different strategies and tactics which diffuse the power of the budget and confuse the customer. When campaigns are created to encourage cross-channel interaction, brand clarity increases and new sales opportunities emerge”
What distinguishes Brand Clariti is their ability to create campaigns that effectively integrate traditional marketing tools with newly emerging interactive tools. Brand Clariti creates both interactive marketing programs, including websites, Search Engine Optimization (SEO), Search Engine Marketing (SEM), flash banners, internet video players and RSS feeds, and combines them with traditional marketing programs, such as advertising, global branding and sales – with a complete centralized strategic approach. To see a surprising video description of the company and its capabilities, visit brandclariti.com
“Many marketers develop campaigns to reach their audience without much consideration of their integration potential,” continued O’Brien. “Not only is that economically unsound – it doesn’t allow for the most effective use of the various mediums available to marketers today.”
The integration of marketing programs is becoming an increasingly critical area for marketers who see their customers using a variety of media, often consumed simultaneously. Stanford research found the average internet user is engaging in at least 5 distinct types of activities while on the web. Seth Godin, most recent author of The Dip, said in a PR Machine interview that “a giant hurdle for marketers is the channels of media are exploding in number while simultaneously imploding in impact.”
“Another common drain on corporate investment is the disconnection between sales and marketing programs,” O’Brien said. “When the marketing strategy is integrated with the sales force, the customer experiences a clear brand promise and increased opportunities to buy. Brand Clariti creates innovative campaigns, intelligently integrated in a way that magnifies the power of the whole.”
Brand Clariti has developed a network of highly experienced freelancers. This allows the company to bring the same type of talent and creativity that the large agencies routinely use, without the overhead.