By Laura Rich
In his ad agency days, Lee Nadler worked on projects as diverse as Snapple overseas promotions, flogging credit cards to college students, retention marketing and even a ‘Survivors of the Shoah’ gathering to take place at the 1996 Olympics in Atlanta. (That Spielberg-related event never got off the ground.)
Now, at the ripe age of 29, Nadler has his most wide-ranging task yet: turn the DoubleClick advertising network into a household name. (At least into a Web household–or desktop– name.) Since joining the Internet services firm as director of marketing nine months ago from Kirshenbaum, Bond & Partners, where he was an account director, Nadler has put in place a $2 million brand-building campaign.
‘The Web has made one-to-one communications efficient; there’s no doubt it’s effective,’ says Nadler. His strategy is to promote DoubleClick as the most effective way to ‘help people harness the power of the Web,’ he says. To do that, he has asserted the DoubleClick identity across the new media field, through sponsorships of industry events, trade advertising, on-line ads and banners, and even such tactics as plastering its logo everywhere and mandating the ‘double click’ of glasses at all functions as a reminder of its presence.
Before Nadler joined DoubleClick, its marketing efforts were minimal, at best, driven primarily by its association with Poppe Tyson, from which it was spun off last year. It also had a perception issue to overcome, which was that most industry observers regarded DoubleClick as a technology innovator first (stemming in part from founder Kevin O’Connor’s software development background) and a marketing company second.
Today, DoubleClick is seen as a rep firm that advocates targeted, one-to-one marketing, primarily for the 75-plus business and information sites it reps and the millions of frequent Web users it keeps profiles on. Nadler has emphasized its b-to-b appeal with an educational campaign. Each execution (there are three so far) involves what Nadler calls a ‘mini-seminar,’ or case study, of a successful on-line marketing plan.
If the Web lives up to the promised rapid growth rates in its advertising budgets, DoubleClick will soon be joined by many more competitors, from Web upstarts to the types of general agencies Nadler once worked for to sales staffs at large media companies. Thus the importance of planting the DoubleClick impression now. ‘I’m always looking for fertile soil where I could grow,’ says Nadler.
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