Joan Chan talks about dealing with numbers February 17, 2010
Posted by Mark Blei in : Uncategorized , add a commentHi, my name is Joan Chan and I’m part of the finance team in NYC. I love dealing with numbers. Organizing everything into an easy to read format just makes me happy. Odd, but quite satisfying.
I started working for Dynamic Logic soon after the acquisition by Millward Brown. Not only was I new to the company with a lot to learn, I also had to become familiar with our parent company’s finance software and people at about the same time. It was a great experience and kept me on my toes. It amazes me how a company can grow as fast as Dynamic Logic has. But I guess it’s not so surprising when we have a lot of great people in this company and I’m glad to be a part of it.
Joining Dynamic Logic has definitely opened my eyes to all the social networks that are available out there. It’s great to see the many ways we can be connected. One thing’s for sure, this type of media is exposing us to a lot more information out there at a much faster pace and it’ll be interesting to see where it leads us in the future.
When I’m not in the office, I like reading, cross-stitching, karaoke, spending time with friends and traveling. Especially cruises to the Caribbean. Believe it or not, my first time on an airplane was to Dominican Republic for one of Dynamic Logic’s annual all-staff meetings. Now I can’t stop traveling.
Gustavo Sanchez talks about opening new markets ( and comes clean about his obviously secret moonlighting gig as a crime fighter) February 15, 2010
Posted by Mark Blei in : Humor, Staff posts , add a commentMy name is Gustavo Sanchez. I have been a project manager for Safecount for little over a year now, working out of Puerto Rico offices. Recently I had the opportunity to work on the first Ad-Index study in Puerto Rico.
We worked with a major ad agency here on measuring the online components of a major ad campaign for a large advertiser. Our main study objective was to assess the effectiveness of the online campaign at increasing awareness, ad awareness, sponsorship association and purchase intent. Since our product is completely new to Puerto Rico (The Puerto Rico office mainly supports the New York office) it was a very rewarding experience to work on. We worked with US publishers on this study, but the challenging part was introducing our product to some local sites, specifically local news outlets ENDI.com and Wapa.tv, since they were not familiar with survey recruitment. Even though we faced some issues, recruitment was remarkably positive, and all people involved were really responsive to our demands.
Some of my interests outside of Safecount include music, family and friends. And comic books.
Rebecca Rahmanian has a confession to make February 15, 2010
Posted by Mark Blei in : Humor, Staff posts , add a commentHello! My name is Rebecca Rahmanian. I work as a Research Analyst in the New York Office ..
I wouldn’t admit this to most people, but I have a bit of an obsession with celebrity gossip. I like to read a lot of celebrity news columns and blogs such as People, Perezhilton, TMZ, The Superficial, Dlisted, and so on. For me, it’s mostly about the fashion. But I can’t lie; I’m also intrigued to know what’s going on in their lives. Which, at times, can be more interesting then gossip overheard at the Dynamic Logic water cooler.
Last May, our researchers were given the opportunity to conduct research in their field of interest. At the time I was working on two beauty campaigns, both involving celebrity sponsorships so exploring the effectiveness of such endorsements was an easy pick for me. Although celebrities are commonly used in advertising, their influence on the brand and its consumers seems somewhat unclear. In my research I hoped to discover how a celebrity’s presence in an online ad impacts a consumer’s recognition of the brand and their purchase decision.
With the help of our MarketNorms Database, I was able to isolate campaigns including celebrities against those with unknown humans and identify their effect on Aided Brand Awareness and Purchase Intent. My findings indicate that the endorsement of a brand by a celebrity can be persuasive. Yet, their presence may demand too much attention, taking away from the advertised brand. Thus the appearance of Ellen Degenerse Catherine Zeta Jones or Tiger Woods may attract internet viewers to the ad, but not necessarily generate awareness for the advertised brand. As a result, if the primary goal of a campaign is to increase awareness of a brand, a celebrity’s presence may not be helpful.
Meanwhile, consumers may find a celebrity’s endorsements to be sincere, leading to an increased likelihood to purchase the brand in the future. As a result, the presence of a celebrity in an online ad campaign which seeks to increase sales may be more effective.
While celebrity endorsements can have both positive and negative effects on an ad campaign, the one constant is that at the very least, they will generate a second look by avid gossip mongers like myself.
