Meet Scott Gendelman July 23, 2009
Posted by Mark Blei in : Staff posts, cute animals , 1 comment so farRecently we began a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on every day.
My name is Scott Gendelman and I’m a Regional Sales Manager in Dynamic Logic’s Chicago office (covering the Central US region). I’ve been with Dynamic Logic for 1 year, and enjoy helping clients understand how their marketing impacts brand metrics such as purchase/take-action intent, brand awareness & favorability, message association, and ad awareness/recall. I come from the school of listening to a client’s needs/challenges, and then matching up the right solution(s) that make sense both strategically and economically.
One of the more sticky topics I’ve come across lately is interest in maximizing the impact creative communication components have on achieving campaign goals. Going thru typical behind-the-scenes motions around the creative process of listen/brainstorm/concept/sketch/develop/deploy, there’s a critical component that is often overlooked. Some may call it a component, but I like to think of it as a real person – the target consumer!
Not Scott Gendelman
Marketers often think their chosen creative will dazzle the audience and ultimately sound the cash registers to ring so much they fall off the counter! Setting egos and hopeful ad awards aside, this strategy often will detract from achieving campaign goals which ultimately results in the failure of a campaign impacting the brand in an optimal manner. What really should (and needs) to happen, is to allow the real experts and decision-makers decide and tell us which creative ideas dazzled and which frazzled. So who are these people? They are your specific target demographic….the consumers you’re ultimately trying to reach and impact.
With that in mind, Dynamic Logic has a unique ad-copy/communication testing solution LinkSelect For Digital that provides deep analysis & insights into which creative executions will impact key brand metrics BEFORE a campaign goes live. This approach allows a client the ability to further optimize the creative prior to launch which ensures the creative with the most legs goes to market. It’s a unique and relevant way to ensure maximum return on marketing investment (ROMI).
We’ve even done some internal validation research that has uncovered how impactful ad-copy testing is on live, in-market campaign results. Ultimately, the more you optimize creative prior to launch, the greater the chance your campaign will illicit positive results as it pertains to impacting key brand metrics. You can find more information around LinkSelect For Digital here: http://www.dynamiclogic.com/na/products/DigitalLink/
Outside of working at Dynamic Logic, I fully enjoy spending time with family, friends, my dog Roxy ( pictured above), skiing (really fast!), playing ice hockey, travelling, dining out, collecting music, and music production (electronic music).
If you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
Follow us on twitter: Dynamiclogic Join our Facebook Page Join our group on LinkedIn
Meet Stephen Cooper July 22, 2009
Posted by markblei in : Staff posts , add a commentRecently we began a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on every day.
My name is Stephen (sounds like Steven) Cooper. I work in Research in the New York office.
The most interesting project I worked on recently was a digital copy test. I enjoyed work
ing on it because I used to work as a copywriter. I learned that minor changes to an ad, such as changing the background color, can sway people’s perceptions of the brand. I don’t think most creatives realize the impact of these simple aesthetic changes. A lot of time is spent on developing concepts – however, sometimes the little things can be just as important.
My experience at Dynamic Logic has taught me a lot about the importance of branding. Many creatives would rather hear fingernails on a chalkboard than hear a client say, “Make the logo bigger.” But in the online environment, each frame in the creative rotation of an ad must be able to work independently, so proper branding is a must. This was a tough pill to swallow at first, because it can limit creativity, but now I understand its importance.
As for me – I enjoy traveling, watching soccer, being outside, swimming in the ocean and feeding my venus fly trap at my work desk ( Tuesday’s at about ten or so, if you happen to be around)
f you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
Follow us on twitter: Dynamiclogic Join our Facebook Page Join our group on LinkedIn
Meet Lionel Mésidor July 21, 2009
Posted by markblei in : Staff posts , add a commentRecently we begin a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on every day.
My name is Lionel Mésidor and I’m an Account Manager working out of the New York City office.
One of the most interesting projects I worked on was for a publisher study. In fact, due t
o the extremely large size of the buy, it was proving extremely difficult to recruit control respondents and we had only 14 days left before the end of the campaign. At that time, we had 22 control respondents.
We had first thought conducting post control recruitment after the campaign ended (06/30) in order to collect control respondents who have not seen the creative.
Finally, we have recently had a great experience working with the new Safecount team by using their Safecount Viewpoint Community (SVC) to recruit the control impressions.
In less than 13 days, we were able to recruit around 600 control respondents!
In my spare time, I love to play classical piano, travel and attend painting exhibitions. This is working out to be a really great relationship!
If you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
Follow us on twitter: Dynamiclogic Join our Facebook Page Join our group on LinkedIn
Read a great article today on pharma and digital advertising . July 20, 2009
Posted by markblei in : industry news , add a commentDigital Media Buzz Had this great piece written by Rebecca Jacoby on how and why pharma companies are being moved into adapting to digital .
Quotes Brian Bass president of Bass Advertising and Marketing.
Characteristically, intranet access occurs via password and activity is monitored to keep tentacles from tangling, rules in place and operations fluid. Intrinsically, a pharmaceutical company’s intranet potentially tracks digital projects great and small while rendering a consistent hum of daily inter-office employee communications, schedules, announcementsetc..
Bass also goes onto say
Right now,, a tremendous amount of digital activity concerns sales training, with a thrust toward engaging learning as a positive process. “It is groundbreaking for Pharma because it ties together many operations of sales training under a single banner, including development of traditional printed materials such as detail aids and brochures with interactive programs into a nonlinear approach with text, audio and flash.
The sales and training materials will assure pharmaceutical representatives will be knowledgeable and well-informed, but how is digital media used to educate other audiences about health care products and medications?
It is critical to receive all parts of the content of a CME program, and the process is not as nonlinear as I’d like it to be,” comments Bass. He stresses that a nonlinear approach to CME should still allow a participant to track progress, finish each component and complete an assessment. For instance, a participant could choose to do part “C” then part “A” and “D” then “B.” The components would be completed, the order of completion the participant’s choice.”
I recommend you take a gander if you have any interest in the Pharma sector you can access it by clicking here
Meet Jacquetta Drones July 20, 2009
Posted by markblei in : Staff posts , 3commentsRecently we began a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on every day.
I am Jacquetta Drones and I am the Controller at Dynamic Logic. I’ve been at Dynamic Logic for almost 7 years. Some people ask, “How can you look at numbers all day long”? It’s what I do and I love it! Gathering and dissecting information is my claim to fame 
Since we are facing what some call an economic crisis, I wanted to share an article I recently read in the Journal of Accountancy. The article talked about the improvement of economic optimism. There was recently a survey conducted that consisted of CFO’s, Controllers and CEO’s. The results showed that most are optimistic about the economic outlook vs. last year. The reasons cited were due to the new administration, recent government actions and improving economic indicators. Although optimistic, they’re cautious.
We, too, should maintain the same level of optimism. Let’s have a bright outlook. It increases our drive, determination and motivation. It also makes the day go faster.
On a personal note, in my spare time, I have started cycling. I usually ride on local trails, in parks or to Jones Beach when the weather is warm.
Several weeks ago, my husband and I rode in a 66 mile bike tour. It might not seem like much to some, but to me, it was a killer!! I did finish, panting to the very end. The other thing I love to do is travel. Extend an invitation to me to anywhere HOT and I’m there!! Tom, I’ll be in Puerto Rico very soon.
If you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
Follow us on twitter: Dynamiclogic Join our Facebook Page Join our group on LinkedIn
Solutions Spotlight On Mobile AdIndex July 20, 2009
Posted by markblei in : Dynamic Logic Press Release , add a comment
News: Dynamic Logic & Compete Partner to Offer Best-in-Class Branding & Behaviorial Measurement July 15, 2009
Posted by Mark Blei in : Dynamic Logic Press Release, General announcments , 2comments
Dynamic Logic and Compete announced today a partnership that brings together the branding impact of digital advertising campaigns with online consumer behavior metrics to provide a comprehensive view of online marketing effectiveness. The partnership between these two Kantar Group companies affords marketers new measurement opportunities at a depth that has not been previously available. Press Release
AdIndex Connects with Compete provides insight on the holistic impact of an online campaign, offering both branding and behavioral metrics in one deliverable. The solution, part of the DLConnects™ suite, provides clients a means for better understanding indicators of shorter-term and longer-term impact and as a result improve the ROI of their digital campaigns.
Live Webinar: “Just Married! What consumers say AND what they do after online ad exposure” on July 29 at 2 p.m. ET. DL & Compete will reveal initail findings from our joint initiatives along with insight from specific case studies. Register Now!
I suppose it happens to the best of us occasionally. Ouch. July 14, 2009
Posted by markblei in : Humor , 1 comment so far
I know I only work in research, so my opinion may hold only so much validity. Just as an observation however, I would guess that when publishing an article discussing CBC’s mandate to feature at least 50% Canadian content. It might make sense to master the spelling of the word “English” correctly in your illustration slide before you rush that bad boy to publication.
Just a thought…
Follow us on Twitter@ Dynamiclogic Join our Facebook Page Join our group on LinkedIn
