American Advertising Federation 2009: Innovative marketing from “Men in Black” to the iPhone

This article, by Geoffrey Precourt, WARC's U.S. Editor, discusses a presentation by DirecTV's Jon Gieselman at the American Advertising Federation's National Conference 2009.

American Advertising Federation 2009: Innovative marketing from "Men in Black" to the iPhone

Geoffrey PrecourtWARC Online

Arguably, Jon Gieselman's most visible contribution to the science of alternative marketing is nearly a decade old-back when "alternative" meant "different" and was the exception rather than the rule. As North American brand manager for Ray-Ban Sunglasses, Gieselman created and negotiated produce placement in the movie, "Men in Black." And the rest is alternative-marketing history.The decade since then has seen Gieselman serve as vp/advertising, public relations, and brand development for the HSN (formerly known as Home Shopping Network) arm of Barry Diller's...

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