Scot Beck

Scot Beck

EVP at McCann Worldgroup, New York
New York, 美国

概要

I was 7 when I got my first pair of drumsticks. Surprisingly, I remember them very well. Vic Firth. 2B. Made of pine. The bounce was incredible and the overall feel was very special to me. As soon as I held them in my hands I knew I was going to be a drummer. That was a long time ago. And now I work in advertising and marketing. Go figure.

Great drummers know the art of simplicity – they know how to practice restraint in a way that serves the song. They realize that making music people love has more to do with what you don’t play than what you do play. They know when to lay back. And when to play loud. Above all, they’re always learning and continuously reinventing themselves.

As a marketer, my passion has always been making things people love. Whether that’s a TV campaign a website an app a social experience, or, music. In my 20 years leading in the agency business I’ve partnered with CEO's, CMO’s, creative directors, media disrupters, UX designers, tech geniuses, researchers, strategists and tinkerers. Together we’ve made star-studded Super Bowl campaigns. Multi-channel retail holiday campaigns. Unleashed a collective force of Best Buy tech pros offering tech advice with Twelpforce. Introduced the world to a new VW lineup with a talking Beetle. We took on Microsoft with Linux. Launched e-business around the world for IBM. And hired a detective to investigate Subway’s eat Fresh claim.

The best part about my job is being able to work with clients and agency teams who are curious and not afraid to take risks. They are looking for adventure. They explore new options, never fearing mistakes. That’s when I feel like that 7 year old drummer again. And it’s the best feeling imaginable.

Positions

Vice President, Group Account Director
Boulder, 美国
May 2008 - March 2016 (7年 10个月)
I’ve enjoyed the last 8 years at CP+B leading various client engagements including Best Buy, VW, MetLife and Arby’s to name a few. Most recently I’ve been acting MD of a satellite NYC office in Soho.
Spent 5 years helping Best Buy with their turnaround story despite predications their business was doomed. Working closely with Best Buy’s CMO(s), led brand re-positioning and some amazing work. Twelpforce earned a Titanium award at Cannes. Amy Poheler’s super bowl premier created new relevance with mainstream America. 2014 holiday helped grow comparable store sales by 2.5%. Best Buy’s Net Promoter Score is up 40%. Stock is up 300% since 2013. Today, the same pundits calling for Best Buy’s demise are now calling Best Buy one of the “top comebacks in recent history.”

In 2008 - 09, as the auto industry experienced one of the worst markets in 25 years, helped VW increase share by 25% and consideration by 23% through an aggressive brand re-positioning campaign called Das Auto. Led integrated campaign 'Meet the Volkswagens' to increase the familiarity of the growing product line, while bringing awareness to the true value of owning a Volkswagen. Launched an entirely new lineup including the Routan minivan.

After winning the Arby’s business in 2012, built agency team and led the brand re-launch and new advertising campaign, "Slicing Up the Truth About Freshness," designed to re-position Arby’s as a sandwich shop and pummel away at Subway’s “Eat Fresh” claim.
7809 Nay Games

Nay Games

品牌:
Best Buy
广告公司:
CP+B
7934 Instagram

Instagram

品牌:
Best Buy
广告公司:
CP+B
Sr. Partner, Group Account Director
New York, 美国
January 2002 - January 2008 (6年)
Returned to Ogilvy in 2002 to lead digital marketing across IBM’s business globally. Responsible for developing strategies and programs for IBM that included IBM.com, digital media, social media and branded entertainment. Expanded role in 2005 to take on full 360 leadership of all of IBM’s strategic brand advertising.

Highlights:

Conceived of and launched award-winning branded content program for IBM with documentary-style videos featuring Harley Davidson and NYPD.

Negotiated and executed first globally branded entertainment TV program with CNBC “The Business of Innovation” with Maria Bartiromo which aired in the US, Europe and Asia.

Global lead on “What makes you special?” branding campaign to reposition IBM as the foremost leader in helping companies drive Innovation. The year of the launch IBM was ranked in the top 10 of Business Week’s list of corporate innovators.

Led international roll out of “The Help Desk,” designed to re-invigorate the brand and appeal to a broader audience. Perceptions of IBM as a consultant and technology expert increased 22%, awareness of IBM as an innovative company expanded by 11%, and motivation to do business with IBM grew 19%.

Leveled an aggressive attack against Microsoft with “The Future is Open,” a global integrated campaign designed to show IBM’s support of Linux and the open source movement.

Oversaw IBM’s sponsorship marketing across four proprieties: NFL, PGA, US Open, Masters Golf Tournament.
SVP, Director of Interactive
New York, 美国
December 1999 - January 2002 (2年 1个月)
Clients: Verizon Wireless. American Stock Exchange. Priceline.com. Merrill Lynch.

Member of executive management team leading a 150-person agency through aggressive business turnaround. Recruited to build the agency’s digital capability. Led organizational restructuring, market positioning, and new business development. Key involvement in winning $20 million in agency new business including Verizon Wireless, Merrill Lynch, and LG Electronics. Full strategic, operational and P&L responsibility.

Education

Bachelor of Arts (B.A.) in Communications

1990 - 1994 (4年)

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