What role does innovation play in your marketing strategy today? “As important as water is to life! To innovate, challenge, step back, turn around and look at things differently is our only line to not only survive but thrive as brands and agencies. As a result of the trends fueling the marketing renaissance, consumers today are faced with advertising clutter across all media consumption channels – from mobile to social to digital out-of-home advertisements. Marketers must rely on innovation to break through this clutter, leave a lasting impression on targeted audiences, and meet the business objectives of the brand.”
Why do people see Mark Kiernan as an innovator? Fast forward: Mark has a proven track record of driving digital and business transformation of other marquee Digitas clients. His results-oriented approach to marketing solutions creates game changing business results and meets the complex customer acquisition, loyalty and retention program objectives of his clients. He also has a mastery of social, having designed, built and launched award-winning social marketing platforms.
Dictionary definitions aside, how would you characterize innovation in the work you do? At Digitas, we define innovation not as something that sits nicely in someone’s title. It is our exclusive barometer of how we progress as an agency, as brands, as a culture and society. Innovation = progress.
What is the biggest challenge you face in applying innovative thinking to international projects? It is critical for international marketing projects to be authentic to the local market. Generic campaigns that don’t consider the specific technology, media, budget and culture of the target international market will find difficulty meeting their goals and connecting and engaging with the targeted international consumer set. It’s not just about pushing messages to the consumer—it’s about creating conversations with the brand that are relevant in people’s lives.
Any other interesting aspects to your international background? Mark started out a student of dentistry as well as psychology, French and economics. Educated in four countries – England, France, Canada and the U.S. - Mark is now a marketer with a unique view on marketing and integrated brand engagement with an international lens.
He’s also a ferocious cook – especially as it relates to international cuisine. His passion for making delicious dishes for friends and family translates into his approach to marketing, ensuring that each client campaign has the right ingredients needed to come out a success.