Born: Montreal, Canada
Worked in: I have worked in Montreal all my
life with business interests in Montreal, Toronto, Vancouver and New York
Mark Sherman founded Canada's Media Experts in 1981 with a staff of three. Today with 130 media pros, Media Experts ranks as Canada's largest independent media services firm with offices in Montreal, Toronto and Vancouver. His pragmatic approach to media measurement and the state of media science has bred a group of media professionals who go way beyond the numbers to create effective media solutions designed to build their clients' businesses.
Mark’s passion lies in bringing countability and interactivity to traditional media. He invented Telescopic TV advertising in 2006 with the commercial deployment of etc.tv. This global first deploys a hyperlink from a 30-second TV ad to a long form ad served on demand in a cable environment.
More recently Mark launched Cmore media, a service allowing print readers to hyperlink to more online content using their mobile phones.
Mark's interest in pushing traditional media into the 21st century is not limited to new media ventures, but also includes the development of “Sniper,” a suite of Canadian media valuation tools which allow the deflation of traditional media ratings and the isolation of target customer contacts with advertisements.
His team developed and employs a new one-to-one metric, CCC, “cost per customer contact” which is directly comparable with a CPC metric employed on the online side.
Frustrated by what he calls “the medieval” state of the media art and sciences and relentlessly motivated to innovate, Mark Sherman and his team of Media Experts are developing a “tradigital” dashboard which tracks the effectiveness of traditional media by correlating online behavior and data to offline advertising activity.
Mark and his team work with a “customer first philosophy” to exhaust every avenue to maximize customers' return on their advertising investments. This approach to media coupled with a unique techno-acumen, has gained Mark Sherman a reputation as a media futurist, while also being known as “the iTV pioneer” in the Canadian advertising community.
Why do people see you as an innovator? Because I doubt the conventional...for good reason!
What role does innovation play in your marketing strategy today? It’s difficult not to innovate when you’re given a stone axe and need a power saw.
What is the biggest challenge you face in applying innovative thinking to international projects? Moving big companies to think nimbly.
Dictionary definitions aside, how would you characterize innovation in the work you do? The ability to find new ways of doing things better.
Any other interesting aspects to your international background? I’m the son of a world-famous jewelry designer and manufacturer, but my career in media began in radio where I worked on air as Canada's first FM radio promotion director.
Born and raised in Montreal, Mark has a unique perspective on both English and French Canada. As a bilingual, English-Montrealer, Mark has a foot in both cultural ponds, enabling him to often gain and share insights less apparent to others.
Any internationalist trivia? Well, I’ve skied in a lot of places!