Maureen Mullen & Andrea Derricks, Research & Advisory, L2
"L2's Video & Celebrity Countdown"
Viral videos are making headlines as millions of people tune in online to watch them. Celebrities are emerging from unlikely places as the web turns from static pages to moving images. Video’s ability to entice and engage consumers is unparalleled, and this poses both opportunities and challenges for prestige brands.
In this new landscape, how do prestige brands: Use video and celebrity to achieve their marketing goals? Take advantage of the opportunity while maintaining the selectivity and aesthetics they have worked years to establish? Reap the benefits that earned media brings from celebrity endorsements (both traditional and web phenomena)?
Andrea is a Research and Advisory Associate at L2, where she helps member brands develop digital and social strategies by leveraging best practices from across industries. She has also gained deep category knowledge while contributing to L2's Facebook, Financial Services, and Beauty Digital IQ Reports.
Prior to joining L2, Andrea was at Goodman&Company, a strategic marketing consultancy. At Goodman, she worked on innovative digital strategies for PayPal, SAP, Microsoft, Motorola and Guthy-Renker. Andrea began her career in the Next Generation Leaders Program (NGL), a unique one-year program run by the Direct Marketing Educational Foundation (DMEF) that selects top college graduates to rotate through a range of companies, gaining a 360-degree education in direct/interactive marketing. While in the program, Andrea worked at Wunderman NY, eScholastic, Goodman&Company, and Harte-Hanks, gaining experience in business development, analytics, strategy development, research and project management. Andrea serves on the board of directors for DMEF and received her BA in American Studies from Columbia University.
Scott is a Clinical Professor of Marketing at the NYU Stern School of Business, where he teaches brand strategy and luxury marketing, and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”
Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Maureen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for over 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment benchmarking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking, M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.
L2's Maureen Mullen and Andrea Derricks examine how celebrities promoting products on social media sites like Facebook and Twitter generate more interaction from consumers than the brand channels do themselves.