Cramer Forms New Activations Unit; Announces Key Leadership Hire
Tim Owens, former executive at Momentum and MKTG, joins Cramer to lead new Activations unit.
NORWOOD, MA – Timothy Owens, a veteran of the world’s top brand experience agencies, is heading to Greater Boston to lead a new activations unit for Cramer. Owens will work to take Cramer’s growing activations portfolio to the next level by leading a team focused solely on this rapidly-expanding field within marketing.
“Cramer has built up tremendous capability in delivering activations, and the fast-growing appetite for live experiences is driving us to invest in this new unit of our business,” said Tim Martin, Partner and Executive Vice President at Cramer. “Experienced leadership is critical to this new unit, and Tim is the perfect person to transform the work we’ve been doing in activations into a much larger service that matches the growing demand.”
Overall spending on brand activation is expected to grow six percent this year, to nearly $600 billion, and to top $740 billion by the year 2020, reports the Association of National Advertisers in a recent press release. The popularity of activations is directly linked to their ability to drive key metrics for business. For example, according to the EventTrack2015 study, 98 percent of users feel more inclined to purchase something from a brand after attending that brand’s activation.
“Cramer’s innovative, forward-thinking team has had great success in activations, but greater investment – which starts with hiring great leadership – will position us even better to lead in this growing field,” said Martin.
Owens’ experience with activations spans across a spectrum of brand marketing activations, including: consumer experiential and hospitality events, festivals, concerts, pop-up retail, field marketing, and customer exhibitions, as well as sponsorship development and executions.
“I’m fascinated with the ability of live experiences to bring people into a brand, allowing them to touch it and be part of the story,” said Owens. “No one forgets their first concert, and Cramer has a knack for creating live experiences that are equally memorable. I’m eager work with this talented team to maximize the innovative experiences we deliver on behalf of clients.”
The hiring of Owens follows a record year for Cramer in 2015, in which the company saw 40 percent year-over-year growth overall. Also this year, Cramer brought on Lindsay Nie as Head of Creative Technology, and unveiled Motion Studios, a Hollywood-like space in its Norwood facility designed to transform clients’ use of video content marketing. Cramer was again named to Event Marketer’s “It List” this year as one of the top experiential marketing agencies.
As a brand experience agency, Cramer is thriving in today’s new experiential era of marketing. The company’s fast growth has come as it has expanded its relationships with long-standing clients, while also landing a new roster of global brands, such as Caterpillar, GE, IBM, UPS, and Marriott. These clients trust Cramer to invent, craft, and fuel content-driven experiences, including meetings and events, activations, community and advocacy programs, mixed reality, and marketing campaigns. Visit cramer.com to see how Cramer achieves more with its clients.