Thursday 28-Feb-08 11:30 AM to 1:30 PM CST

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Fort Worth Club

306 West 7th Street
Fort Worth TX 76201 USA
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Speaker Dax Callner

Position: Senior Vice President
Company: Jack Morton Worldwide

Event Description

What are some of Jack Morton�s more recent projects?

Recent projects include internal branding campaigns for Nokia and MasterCard; product

launch and training events for Pfizer and Microsoft; tradeshows and conferences for UPS

and CA; consumer programs for Cotton Incorporated and ABC; employee, franchisee and

dealer meetings for General Motors, McDonald�s and Avon; and public events such as the

opening and closing ceremonies of the 2004 Olympic Games in Athens and the

Melbourne 2006 Commonwealth Games.

Background - Jack Morton Worldwide

Jack Morton Worldwide creates experiences that help the world�s leading companies improve performance, increase sales and build brands. A leading experiential marketing agency with worldwide reach, Jack Morton integrates live events, branded environments and interactive experiences to help clients around the world and across every industry sector inspire their most important audiences�generating brand advocacy inside the organization, brand presence in the marketplace and measurable results throughout the life of the brand.

They work with clients to create experiential marketing programs that engage and transform consumers, business customers, sales and distribution channels, employees, the public, strategic partners, shareholders and influencers. Capabilities include: live events and meetings, branded 3D environmental design and fabrication, learning, tradeshow exhibits and marketing, digital media, 2D design and video.

Their community comprises over 600 professionals and offices spanning four continents. Jack Morton has been part of the Interpublic Group of Companies, Inc. (NYSE: IPG), one of the world's leading marketing communications holding companies.

Comments

What is �experiential marketing�?

Marketing is promoting a brand or product. Experiential marketing is promoting a brand

or product through an experience.

Typically, the target audience is engaged face-to-face in an experience involving multiple

senses (sight, sound, smell, etc.), a live event or physical environment. Experiential

marketing can be directed at multiple audiences: employees, btob partners, customers and

consumers.

Is experiential marketing growing?

Traditional advertising is no longer as effective as it once was. Advertising Age in a recent

article cited a study from McKinsey & Company that reported by 2010 traditional

advertising will be 1/3 as effective as it was in 1990. Promo�s 2006 Industry Trend Report

confirms that 2005 annual spending on experiential marketing was at $171.8 billion,

a 3% increase from 2004.

Why is experiential marketing growing?

Marketers have always recognized the power of face-to-face events in motivating

and aligning their employees and business audiences to optimize performance and

increase sales. Increasingly, they also recognize that live events are a critical and often

unexploited means of engaging consumers that are harder than ever to reach through

traditional media.

Attachments


Event Contact	Event Coordinator
Denise Shedrick	Jim Dawson
(972) 943-4615	(817) 800-3364

Comments for Experiential Marketing - Bringing Your Brand to Life:

Total Comments: 1

James on 27-Feb-08 5:45 PM permalink
To see the video of Dax talking about his presentation and to learn more about Jack Morton Worldwide, go to You Tube and enter dfwama to view the latest videos.

Experiential Marketing - Bringing Your Brand to Life

Thursday 28-Feb-08 11:30 AM to 1:30 PM CST

Speaker Dax Callner

Position: Senior Vice President
Company: Jack Morton Worldwide

Biography

Dax Callner

Senior Vice President, Strategy Practice Leader, Jack Morton Worldwide

As a senior brand strategist and team leader for Jack Morton Worldwide, Dax Callner has led the development of a number of B2B and consumer marketing initiatives, including global product launches for Microsoft and HP. He also serves as the strategist behind eBay�s U.S. events, and has developed strategic marketing plans and programs for such clients as Intel, IBM, MasterCard, Genentech, Pitney Bowes, Dell Computer, Accenture, LifeScan and Philip Morris USA.

Dax is currently leading Jack Morton�s GREEN initiative, striving to minimize the ecological impact of company operations and client marketing campaigns. He has published several articles about innovations in marketing and is regularly called upon to speak at industry leadership events.

Dax is also a musician who regularly performs in his hometown of Austin, Texas.