Pam Scheideler admits that she’s “fundamentally a software nerd,” however, she also confesses “along the way, I learned that software or utility in the absence of an emotional connection or context doesn’t get traction with users. Brands and their agencies can provide the context users need. Winning products and experiences succeed because they use brand filters to ensure that the experience is unique to the brand and when that happens, the business results can be amazing.”
Now at Deutsch for almost three years, Pam has a broad variety of interactive advertising experience. While head of production and operations at Google Creative Lab, she built a top team of video and interactive producers for both advertising campaigns and product innovation projects.
Prior to the Creative Lab, Pam was the Director of Digital Production at JWT, and a member of the Board of Directors for the NY office, where she worked in a strategic capacity to grow digital revenue and capabilities. Pam was responsible for the digital excellence of over 30 accounts while at JWT.
Before JWT, Pam worked at CP+B as VP/Executive Integrated Producer where she was part of the team that won the Titianium Lion for Twelpforce. She also worked on the CokeZero Facial Profiler, Microsoft, and Burger King. Pam was a founding partner of interactive production company, Fuego5.
She says, “Interactive advertising is an exciting space, because people love and trust brands and when an interactive experience hits the sweet spot of being true to the brand and useful or meaningful to users, there’s no end to how extensive the engagement can be.” She adds, “One of the most gratifying parts of my job is helping brands find their voice in the interactive landscape. For some, that is developing an engaging, entertaining way to experience their products and for others it’s more utility based – but it’s never the same and it’s always evolving.”
Pam has learned through her work with both creatives and technologists that literally anything is possible. “In all of my roles, I’ve been given the challenge of creating products that have never been done before - and they all share a similar curve: optimism, despair, realism, fear, launch, and then it starts all over again.”
Her international insights are equally inspiring. “One of the biggest lessons I’ve learned about working in markets outside of the US is that in order to be successful, you have to understand your idea in its simplest form. The expression in marketing needs to be one that appeals to the universal human condition. That’s a common denominator of successful global campaigns.”