The SMBA ’11 class hosted Michael Catanzaro, a Group Account Director for Vitro Agency, today. One of Catanzaro’s clients is Asics, an account he has personally worked on for four years. He took us through an impressive Powerpoint that highlighted the global brand campaign and four pillars that Vitro Agency focuses on for all of its clients: awareness, familiarity, consideration, and purchase.
Catanzaro led us through Asics’ goals and the campaigns that his agency pitched to Asics, including the successful "Sound mind, sound body" campaign. He discussed the difficulties facing an agency, Asics future plans (including sponsoring the November 7th New York City marathon), how to get the most out of brand, television commercial production, and the future advertising campaigns for Asics.
It was great to have Catanzaro in the classroom and his first-hand experience helped the SMBA ’11 class better understand another side of the IMC process.