“It’s all about engaging consumers where they are rather than where you want them to be.”
This consumer-focused perspective helps create practical solutions for marketing teams, agencies and clients that cut through the digital noise and deliver meaningful and measurable results.
With more than 25 years of design, marketing and digital experience, Dean is a recognized expert at navigating through the maze of emerging media, telling stories about how digital has shifted consumer behavior, moving from direct mail to Twitter, through QR codes on mobile phones to RFID interactive screens and converging onto ACR enabled Dual Screens, connected IPTV, inCar Advertising and ePaper. Looking closely at the permeation of all advertising channels, Dean is focused on how digital is creeping across the media landscape from fixed digital billboards in New York City’s Time Square to as far east as floating eSignage on Shanghai’s Huangpu River and how location-based advertising will bring a new brand relevance to consumers – yet remains composed on the concerns surrounding user profiling.
Focussed on tackling the ethics of shaping the future of addressable advertising using Near Field Communication (NFC), Dean is an active vocalist on moral obligations and privacy concerns in light of tracking via technology. He seeks to ensure the continued commercialisation of content across a fragmented range of viewing devices is balanced against a consumer who is truly in control. Dean’s investigation into privacy concerns surrounding proximity based advertising recently earned him a Masters degree from the UK’s leading research and innovation centre based at Bournemouth University, and led to him advising European Ministers on the effects of media convergence on future EU policy.
His latest international partnership project, Kaleidoko, is a change agency working with global brands, agency networks, industry bodies, charities and governments – from start-ups to Fortune 500;
- Helping with the difficult but necessary journey of realignment; empowering organisations to transform by realising their true potential to grow into market leaders.
- Filtering a futuristic outlook through a consumer-focused lens and infuse it with grounded research to provoke all stakeholders to rethink ways that can impact their bottom line and overall ROI.
- Optimising an organisations’ brand strategy and position them with the best possible advantage to embrace new technology, offering creative and innovative product and marketing solutions that drive actual and measurable business change.
- Taking responsibility for driving vision and articulating a structured approach to rollout, adoption and implementation, working closely with necessary teams to bring ideas to fruition.
Dean has published multiple articles and frequently serves as an industry source for leading business and advertising trade publications including AdAge, Adweek, Adotas, Bloomberg, Forbes, Wall Street Journal, NPR, San Francisco Chronicle, Huffington Post, OMMA Magazine, Media Post, ClickZ, iMedia and Revolution among others. He also serves on the video, measurement and mobile councils at the IAB, consulting frequently for leading brands across the globe about new ways to measure and integrate offline and online channels. An engaging public speaker and powerful creative storyteller, he has delivered presentations at over 250 industry events across more than 35 countries from the Americas through out Europe to across Asia. Recent speaking engagements include PromaxBDA, EGTA< ScreenForce, iMedia, OMMA, AdTech, IAB, JDPA, ClickZ, dmexco, i-Com Global, SIME as well as MSN Roadshows, DG’s Inspire Series and MediaMind’s Digital Experience Days.
Dean is also currently leading research in personalised programmatic Television with VR; IoT / M2M and connected devices, loyalty programmes and contactless payments; the relationship between AR, proximity and privacy across earned, owned and paid media; identifying big data collation and hyper psychometric personalisation.
And when he’s not living out of a suitcase, Dean ‘sometimes’ resides in the heart of London.
A copy of my current resume is available to download from here.
NB. The opinions and stances expressed here are entirely personal and as such may not reflect those of any employer.