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37,000 #SeeTheRealMe uses to date.
$10, MasterCard donated one cent to cancer research, up to $4

million. In 2014, Carat helped facilitate 4 billion dining-related Before his time at UM, Brendan began his career at
transactions that helped MasterCard reach its donation goal Armani Exchange in 1997, then was off to Sephora, serving

quicker than ever. Elements of Carat’s campaign included a as the U.S. Quality Director, developing creative consumer

rst-of-its-kind out-of-home restaurant that was built on top of experiences for the brand’s U.S. launch. He then joined new-

a billboard in the heart of Times Square, providing cardholders ly-acquired LVMH sister company DKNY, driving creative

with a truly Priceless Experience. Because of this, MasterCard consistency during the acquisition. He landed at McCann-Er-

drove a 265% growth rate within the dining category.
ickson in 2002 as a Creative Director on Johnson & Johnson,
and was tapped by UM in 2007 to develop J3, a dedicated unit Ed also helped MasterCard Hong Kong bring back the

servicing Johnson & Johnson. Throughout his career, Brendan emotional pull of Mother’s Day while making it as Priceless as

has spent over 12 years developing creative work across 50 of Mom herself. Online, consumers shared Priceless stories about

Johnson & Johnson’s brands including Listerine, Neutrogena, their mother for a chance to win a Priceless experience for her

Clean & Clear, Johnson’s Baby, Tylenol and ACUVUE.
on Mother’s Day.
In 2014, Brendan and his team took home the presti- Innovation is central to our marketing strategy because

gious James E. Burke Agency Partnership Award (both Global marketing is contingent on human behavior and people are

and North America) for their Grow Your Game campaign for evolving their preferences and interactions by the second —

Rogaine, as well as Best in Show at the MMA Regional Smart- and we must do the same. This requires an intense focus and

ies for the Sony UK Ultra HD TV Launch. His work on USPS commitment to innovation and making it imperative to the
Delivers the Amazing Spider-Man 2 garnered major press business.

coverage and industry buzz in 2014.
In fact, Ed is proud of the Innovation Framework, a solu-

tion he created and applies to all areas and responsibilities to Brendan rmly believes that harnessing the strengths of

his work at Carat. The Innovation Framework is an approach top partners is critical to successfully bringing stories to life

that, at the outset, clearly de nes what constitutes an inno- for clients. His out-of-the-box strategic thinking has allowed
vation and how success is measured. This is critical because, these ideas to become a reality, forging an unbreakable bond

otherwise, businesses constantly chase the next new thing as between brands and consumers.

opposed to following strategies and tactics that actually drive
Ed Gorman, Client
business outcomes. By setting a framework approach, Ed yields
President And Managing
innovation in the areas of increased sales and improved pro-
cess, all of which are critical to long-term growth and satis ed Director — Carat

employees and clients.
Ed Gorman credits his international
business experiences and responsi-
Rob Grif n, Global
bilities for his growth as a business
Creative Technologist
leader and individual. He is especially
— Havas Media Group
appreciative for his experiences in

Asia, which, he admits, have left him Rob Grif n is responsible for

more open-minded. His push for driving innovation and integration
collaboration resonates throughout
across the Havas Media Group’s

Carat’s culture and is one of the building blocks to his delivery global network. He has been at

of meaningful and measurable client results.
Havas for 13 years, and began there

by focusing on search and analyt-
Ed believes that when innovation is at the core of Car-

ics. Today his role involves providing strategic guidance and at’s marketing strategy and his team follows a framework for
leadership across all maturing areas of digital, as well as more success, the only challenge he faces is prioritization of the appli-

emerging areas like social and mobile. He strives to balance cation. To overcome this challenge, Ed ensures that progress is

innovation and specialization within a fully integrated agency diligently monitored to manage timelines and deliverables. He

offering.
also believes that, while dif cult, welcoming last minute change

is key to landing the best outcome. For MasterCard, this is a key A disruptor by nature, he believes that “change is good.”
measurement of the campaigns and people that Ed manages.
He adds, “Innovation is not a start and stop process, but a

Examples of Ed’s work with MasterCard include its suc- mindset, a cultural change, and sustainable view of change.

cessful Stand Up To Cancer campaign, which encouraged Innovation is no longer an option, but mission critical. As an old

cardholders to dine-out and pay with their MasterCard during boss once said, ’Blow up your legacy business before someone

an eight-week promotional period. For every purchase over
does it for you... Just ask Kodak.’”

30 the internationalist