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Posts Tagged ‘Jennifer Houston’

Roll Call: Dow Jones, SHIFT, and APCO

Bethany Sherman, SVP and chief comms officer at Dow Jones, is among the executives leaving the company. A new chief comms officer will be announced soon. The string of executive changes at the company goes all the way to the top. Dow Jones president Todd Larsen, a 13-year Dow Jones vet, has resigned. Alisa Bowen and Joe Lanza have been promoted to head of products and head of the data strategy unit, respectively. [via, via]

Catherine Allen has been promoted to SVP at SHIFT Communications, the first time that position has been filled at the firm. Allen has been with SHIFT since its founding in 2003.

Jennifer Houston, president of Waggener Edstrom‘s WE Studio D group focused on digital and social media work, is leaving the firm. She announced her departure on Twitter this week. Scott McLaughlin, VP of corporate communications for the firm told PRNewser in a statement that Jenny Moede, North American EVP for the firm will assume that role.

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Wag Ed’s Jennifer Houston Talks Windows 7 Launch Campaign, And How They Kept Apple From Hijacking It


This post was written by Nancy Lazarus, contributor to PRNewser.

At the Advertising Age Digital conference in New York on Wednesday, Jennifer Houston, SVP and global lead of WE Studio D at Waggener Edstrom described how Microsoft brought the launch of Windows 7 to consumers worldwide through the Saks Fifth Avenue holiday window displays.

She detailed how the selection of partners and the preparation of a competitive response plan were keys to making the campaign effective.

“Our goal was to transform Windows 7 from the desktop to a real world experience,” she explained.

“We wanted to forge a direct connection to consumers and had the idea of engaging them by bringing Windows 7 to Saks and making it part of the holidays. We built a kiosk inside the main floor and invited people to share their holiday experiences via twitter. Their wishes were then streamed outside on Windows 7 based PCs in the store’s window display.”

Houston said the program’s partners were a good fit, since “Saks is an iconic brand in terms of holiday shopping and is a center of gravity globally as it generates high traffic and excitement. Twitter was the perfect platform to drive the right level of engagement.”

One potential issue developed along the way, but was averted due to advance preparation and having a response plan ready. Houston said, “Apple became worried and wanted to get Mac-related quotes on the twitter stream. However, the Windows 7 team had anticipated that possibility and had already built a sophisticated filtering system that prevented any such messages from getting through.”

Overalll the campaign aimed to extend the Windows 7 experience beyond the launch and tie in with the broader launch theme of ‘My PC.’ The effort produced thousands of page views (62,129), Facebook fans (1282), downloads (317,365) and tweets (623,000), thereby becoming a global platform for holiday greetings.