Retail News Breaks Archives
Crossmark creates BrandMasters
January 25th, 2013
PLANO, Texas – Crossmark, a leading sales and marketing services firm based here, has formed BrandMasters, an experiential marketing agency.
The new agency is intended to meet the growing need among brand manufacturers to influence shoppers on their path to purchase through personal engagement. Services offered span all phases of experiential marketing, including shopper insights, turnkey execution, coordination of retailer-contracted event-execution companies, including Crossmark’s own NCiM division, and the measurement of programs ranging from in-store product sampling to outside events and digital engagement.
"Today, as brands face challenges in connecting with their consumers and shoppers, it’s become more critical than ever for a brand to deliver a message to its target audience that is relevant to them as individuals," says Joe Crafton, chief executive officer of Crossmark. "People connecting with people is the most powerful means of influence, and BrandMasters connects brands with consumers along the path to purchase through personal engagement in-store and out of the store."
To lead BrandMasters, Crossmark has named Ed Hoehn senior vice president of marketing services. He most recently served as vice president of client services at Mosaic, and has developed experiential solutions for more than 35 brands, such as Microsoft, Hewlett-Packard, Sony, Sharp and Verizon.
"We have built a platform on the strengths of Crossmark and added experiential marketing expertise," says Hoehn. "The platform includes proprietary data and analytics, retail expertise, exceptional field talent and strong relationships with retailers and consumer goods companies."