B-to-C Events
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B-to-C EventsWhere Are They Now: Cheryl Di Re
November/December 2004
Washington Mutual
Back then: When Cheryl Di Re senior vp-marketing appeared on EM’s cover as captain of our 2004 Dream Team she was ramping up a strategic marketing plan that included events from the beginning not tacked on at the end. WaMu was heavy into community marketing with events targeting teachers as well as walkathons fairs and festivals for a touchy-feely effect that connected at a local level.
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B-to-C Events
Where Are They Now: Steve Lauletta
February/March 2005
Miller Brewing
Back then: In 2005 Steve Lauletta director-sports and event marketing was focused on redefining and refining Miller’s event mix with a high-touch approach that was locally driven.
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B-to-C Events
Where Are They Now: Cathy Bessant
May 2005
Bank of America
Back then: Two years ago Bank of America was on a growth jag beefing up consumer capabilities bolstering commercial lines of business and enhancing rate derivatives and equity products—and dialing up its marketing tools under cmo Cathy Bessant.
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B-to-C Events
Where Are They Now: Rich Lehrfeld
June 2005
American Express
Back then: Rich Lehrfeld (in jacket) vp-global sponsorships was hitting an ace with AmEx’s sponsorship of the US Open which turned New York into Tennis Town and netted the brand a 2005 Grand Ex Award. AmEx transformed Rockefeller Center into a mini National Tennis Center complete with stadium seating a Jumbotron even a grass lawn. At Flushing Meadows cardmembers received exclusive offers and access. “It’s about understanding the customer ” Lehrfeld said.