Cathy Clift

Featured Author

: Widely recognized as one of the marketing industry's premier brand planners, Cathy Clift is the Chief Planning Officer of Rapp Collins Worldwide. Since joining Rapp Collins, Cathy's client experiences have included Best Buy, DIRECTV, Hyatt Hotels, Sony PlayStation, SBC, Toyota, SunTrust Bank and a growing list of healthcare clients. Cathy began her career at J. Walter Thompson in London and, since then, has built and led account planning teams at some of the most creative agencies in Europe and the United States, including Lowe Howard-Spink in London; Goodby, Silverstein & Partners in San Francisco; and TBWA Chiat / Day in New York. Cathy also served as director of strategic planning for McCann-Erickson, where she introduced the strategic planning discipline to McCann-Erickson's four West Coast offices for clients including Nestle, Microsoft, Washington Mutual and Sony Pictures Entertainment (Columbia TriStar).

Account Planning in the New Age of Customer Centricity

Written on: April 14th 2006
Author: | Cathy Clift

“Customer-centric” is the marketing buzzword on everyone’s lips. Coupled with an increased emphasis on customized communications, it means we need to understand consumer attitudes and motivation in greater depth than ever before. This gives account planners a central role in the new marketing paradigm, but only if they — and [...] More...

Is the Purchase Funnel Dead? How the Internet’s Rewired Consumer Buying Behavior

Written on: March 20th 2006
Author: | Cathy Clift

The ‘Purchase Funnel’ is one of the most prevalent models of the consumer’s decision making process used by marketers today. It’s found in many industries, and in the automotive industry, it looks like this: The Purchase Funnel is a variant of communication theories like AIDA (’attention’, ‘interest’, ‘desire’, ‘action’) or DAGMAR* [...] More...

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Media Two’s CEO: Display Ads Are the FutureADOTAS EXCLUSIVE — Media Two is an interactive advertising agency that specializes in display, search engine advertising, design, video ads, [...] more...