The Panel: Digital Strategy

Marketing is everywhere. And, it’s always changing. Digital. Social. Experiential. Omni-channel. Multiscreen. Traditional. Whatever.    

 

It’s all marketing.    

 

We’re proud to present a panel from some of the top local minds in marketing prior to our final barbecue of the season. We’ll hear from both the agency world and corporate side – each with their unique perspective on what is working now, and what may work in the future.  Members of the panel include: Lauren Buckley of OLSON, Andrew Eklund of Ciceron, Mark Jenson of Preston Kelly and Craig Pladson of GoKart Labs.  You bring the questions. They’ll bring the answers.

– Meet the Panelists –

Lauren Buckley, Senior Brand Strategist at OLSON

Lauren Buckley joined Olson’s Brand Strategy Group in 2012 where she has led strategy for Wet N Wild, Target, Aurora Health Care, The University of Minnesota and Supercuts to name a few.

 

Her approach to research uses sociological and strategic techniques to identify opportunities that allow brands to connect to people and culture in authentic ways. Lauren’s drive, passion and experience with storytelling give her a unique understanding of how to turn insights and information into interesting and activating ideas across traditional, social and digital platforms.

 

Prior to moving to Minneapolis, Lauren spent 5 years in the creative department at FCB Chicago, where she worked on SC Johnson, Valspar, Sharpie, Kmart and Motorola.

 

A graduate of Miami Ad School and the University of Minnesota, Lauren double majored in Sociology, Law and Criminal Deviance and Strategic Mass Communications with a vocational degree in Copywriting.

 

Lauren grew up in the land of green and gold and she sports the colors from pre-season to the Super Bowl. As a Green Bay Packer shareholder she can’t even play fantasy football because it would be a betrayal to cheer for anyone that isn’t on HER team.

 

Andrew Eklund  |  Founder & CEO  |  Ciceron

It was 1995. Ciceron was born over drinks and dinner at an Italian bistro in San Francisco.  

 

The Web was a wee little bit back then. Perhaps even cute. A nice buddy to have on the side. Printing companies were giving away web sites like McDonald’s up-sells fries.  

 

Fast forward to 2013. The firm Andrew Eklund founded that day is now an industry veteran, having stuck to its guns that the web – and now social business – is the most significant “game-changing” business influence of the past half-century. Entire markets have emerged as a result of disintermediation and disruption of traditional customer relationships and business models. Simply stated, those companies who are nimble, open, and adaptive win. And those companies are Ciceron’s clients. Clients include Capella University, Minnesota Twins, Radisson Blu Hotels, Tennant Company, MakeMusic, CHS, FeedingAmerica, University of Minnesota, The Home Depot, Andersen Windows, and a large number of clients in the professional travel and real estate verticals.  

 

Andrew has been instrumental in helping companies make sound business and economic decisions out of the fluidity of the Internet. He has helped companies make the fundamental organizational change necessary to thrive in a socially networked world. His counsel is rooted in metrics and accountability with a keen eye on changing consumer behaviors and buying habits.  

 

Andrew is a frequent speaker and moderator at national and international conferences, including the E-Tourism Summit, MarketingSherpa, MIMA Summit, and other influential organizations.    

Mark Jenson  |  Vice President and Account Director  |  Preston Kelly

When we want to brag about Preston Kelly’s strategic prowess, we start with Mark. He is a sponge for marketing and industry knowledge. Mark’s sharply focused strategies and highly original thinking have been factors in building brands and creating customers on a diverse range of accounts. Mark has contributed to numerous national and international award-winning campaigns.  

 

His client experience includes ConAgra, Kraft, General Mills, Land O’ Lakes, Pillsbury, Gold ‘n Plump, Andersen Windows and Polaris. Mark has been with Preston Kelly for 11 years and currently leads the Medtronic CRDM, Medtronic Neuromodulation, and HealthPartners businesses. Mark is most proud of his contributions to his clients’ success in creating customers by building their brands.  

 

His most recent significant achievement at Preston Kelly was winning a Gold Effie for HealthPartners. Mark is a digital forward thinker, and besides leading clients’ digital efforts, he is the Twitter voice for Preston Kelly.  

 

In his spare time, Mark is a true Minnesota sports nut and follows the Twins, Vikings, Timberwolves, Wild and Gophers. Ask him any sports trivia question and he’ll have an answer for it.

 

 Craig Pladson  |  Strategy Lead  |  GoKart Labs

Craig has spent the past 15 years purposefully challenging the status quo on behalf of brands such as Cheerios, ESPN,  Yahoo!, Best Buy, Nestle Purina, Land O’Lakes, Caribou Coffee, Lucky Charms, Johnson & Johnson and more. All of this has been made possible by working for great companies such as GoKart Labs, General Mills, Colle+McVoy, space150 and Digital River.

 

Craig is a bit of a hybrid educationally speaking, receiving his B.A. from Gustavus Adolphus College and a M.B.A. from the University of St. Thomas.