360i's Programmatic Buying Group (PBG) is a specialty service provided as part of our fully-integrated media practice that provides clients a center of excellence for administrating the purchase of targeted audiences and inventory available through progra
Lee Maicon is Chief Strategy Officer at 360i, an award-winning agency that works with clients including Oscar Mayer, Clinique, Hanes, Oreo, Nestlé and Toyota.
In this role, Lee oversees an industry-leading insights and strategy team that is creating new ground for brands by leading them in a world filled with rapid changes in technology and consumer behavior.
With a diverse career spanning the U.S. and Latin America, Lee has helped some of the world's biggest brands evolve their marketing thinking in the media landscape.
Prior to 360i, he held positions in account planning and brand strategy at creative agencies including Berlin Cameron and StrawberryFrog, where he helped brands such as Coca-Cola, Heineken, Kraft and Microsoft connect with new and diverse audiences.
Previously, Lee worked for various advertising agencies and media companies, where he led brands such as Olay, L'Oreal and Visa into disruptive new spaces.
Born in Mexico, raised in Miami and currently a New Yorker, Lee has turned an avocation for bridging cultures into a career.
Today, he is a widely respected industry thought leader who has who has served on juries and presented at major festivals including the Cannes Lions, SXSW and the 4A's Strategy Conference, and has contributed to publications such as Advertising Age, Adweek, and PSFK.
Interactive Marketing Agency Leaders | Our Digital Marketing Executive Team & Creative Web Development Experts | 360i
Lee Maicon - Vice President, Insights & PlanningLee Maicon is Vice President of Insights & Planning at 360i.
In this role, Lee oversees a team of strategists, planners and analysts who examine human behavior and customer/marketer interaction to define the role of the brand in digital.
Lee has extensive experience in account planning and brand strategy at a number of creative agencies, including Berlin Cameron and StrawberryFrog where he worked with brands such as Coca-Cola, Heineken, P&G, Microsoft and Calvin Klein.Prior to 360i, he was Head of Strategy at Wing, the multicultural division of WPP's Grey Group, where he infused digital and social understanding into work for brands like Pantene and Goya Foods.
Born in Mexico, raised in Miami and educated in Massachusetts, Lee currently lives in New York City.
Reimagine [Almost] Everything: What Worked Before to What's Right for Now
This past week, 360i took the Cannes Lions main stage with client Nestlé in a session hosted by Nestlé's Head of Marketing and Consumer Communication Tom Buday and our Chief Strategy Officer Lee Maicon, titled "Tales from the Edge: How to Blow S#!T Up.
in 360i News with tags analytics, Briefs, Lee Maicon, marketers, playbook, Reimagine Almost Everything, strategy, Success, What's Right for Now Both comments and trackbacks are closed.
In Post III of our Series, our Chief Strategy Officer Lee Maicon reminds us that, "What got us here, won't get us to where we need to go next.
Tweaking last year's marketing plans for a version '2.0' will not yield marketers the brand success they are capable of seeing in the digital age.
We are in the age of new approaches, "Decisions can now be driven by real-world data, behaviors and cues, allowing marketers the flexibility to optimize performance in days where it once took years, and to create campaigns that are right for right now," reports Lee.
"These data points are often leading indicators for where the broader population is going and where brands need to be right now," says Lee.
He touches on the key tools and data trends for brands to consider for when developing a strategy, including social listening, search trends, and Application Program Interfaces (APIs).
Provide Briefs That Focus on Business Problems Rather Than Tactical Outputs.
Bad briefs are unfortunately far more common and typically too tactful.
Lee shares the importance of developing briefs that focus on challenges brands are currently facing.
"Strong briefs frame problems clearly first, provide insight into the consumer or category second, and then pose a strategic direction that can open up possible solutions.
Strong briefs lead to better ideas, which lead to better work.
Find Hidden Differentiators by Combining Feelings to Believe with Reasons to Believe.
"Research continues to prove that even if a product or service can be differentiated in its rational qualities, or reasons to believe, people over time will not be convinced of its superiority," says Lee.
Events / Upcoming Search Engine Marketing & Social Media Marketing Events / 360i
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