OMD Ignition Factory East
Why Him? Devoted to development and implementation of innovative marketing and digital strategies, Leys is the visionary behind several break- through initiatives, including using Shazam’s mobile application audio recognition technology to allow consumers to “tag” a Dockers spot during the Super Bowl. They then received Dockers-related content on their mobile phones.
Where It Starts: “For us, the brand always comes first,” Leys says. “What does the brand mean to consumers, and what are the business objectives that must be met? Once we understand the brand imperatives, we ask ourselves how we can connect the brand to consumers in ways that have never been tried… and maximize the experience – that’s the point where intelligence, creativity and technology merge to produce an idea that breaks traditional boundaries.”
Chicken or Egg? Leys acknowledges ideas drive technology, “but you also have to have a deep understanding of the technology marketplace to know how far you can push the innovation envelope. How every leap forward in software and hardware can enable a higher level of engagement, a broader range of message environments and a more relevant brand message.”
What You Miss About Analog: “B-sides – the songs that didn’t quite make the album cut, I always liked them better.”