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L2: Module 2: Brand and Media Case Studies

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L2 Clinic: Brands As Media Companies

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Ben Arnon

Ben Arnon offers social commentary on a wide array of topics, covering politics, digital media, culture and society as a Huffington Post blogger. Arnon has worked in media for over 12 years at companies that include Jersey Films, Universal Pictures, Universal Music Group, Yahoo! Media, and Blue State Digital. He currently lives in Brooklyn, New York and works for Wildfire Interactive (www.wildfireapp.com).

Originally from White Plains, New York, Arnon earned a BA in Interdisciplinary Studies in Society and Culture from Emory University in Atlanta, Georgia. Arnon completed an Honors thesis at Emory entitled "Packaging Racial Identities: Market Segmentation in the U.S. Recorded Music Industry," which examines the ways in which race has historically been utilized in the production, distribution and marketing of recorded music. He later received an MBA from the UCLA Anderson School of Management in Los Angeles, California.

Tom Jarrold

Tom Jarrold recently launched the new creative brand agency, JET/MMS, headquartered in New York City.

JET/MMS is a full service brand agency specializing in luxury lifestyle brands in the fashion, retail, fragrance, beauty, hospitality, liquor and beverage categories. Capitalizing on a unique set of dual experience sets - as both a chief marketing officer and a creative director, Tom charts a more holistic course at JET/MMS with focus on big ideas - built on solid business objectives and strategy, harnessing the power of digital, and delivered through innovation, creativity, and visual excellence.

Prior to launching JET/MMS, Tom was critical in the regeneration and digital transformation of the Armani Exchange brand. Directing from the platform of the "Accessible Armani" brand strategy he was instrumental in defining, Tom has been critical to the stellar growth of the brand.

Prior to joining A|X, Tom served as brand director at bluefly.com, where he oversaw the development of the bluefly brand. Tom's previous experience includes time in account management and strategic planning at high profile ad agencies and brand consultancies, including TBWA/Chiat Day and Kirshenbaum Bond & Partners.

Maureen Mullen

Maureen Mullen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for over 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment bench- marking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking, M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.

Elizabeth Pizzinato

Elizabeth is responsible for global interactive marketing, marketing communications, public relations, and corporate communications initiatives on behalf of the Four Seasons brand and its properties around the world. With an ever-expanding portfolio of hotels in more than 35 countries, building the brand's reputation and leadership in the luxury sector through strategic marketing activities is both challenging and rewarding.

Her scope of responsibility encompasses the company's brand-level communications activities in interactive, digital, advertising, promotions, direct marketing, and the Four Seasons magazine and newsletters. Elizabeth also oversees strategic media relations outreach, crisis management, corporate social responsibility initiatives, and reputation management.

Former Armani Exchange CMO Advises 'Be Provocative'

01 min 36 sec

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Former Chief Marketing Officer for Armani Exchange Tom Jarrold advises to be provocative when building your brand, be it sexual or otherwise. 'Really think about what is your brand sort of inner-provocativity," says Jarrold.
Four Seasons Sr. VP on the Importance of User Reviews

01 min 20 sec

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Elizabeth Pizzinato, Senior Vice President of Marketing and Communications for The Four Seasons, expands on the importance of user reviews in the social space in the hospitality industry.
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01 hr 52 min 20 sec

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