Misha Cornes

Misha Cornes is Director of Strategy at Organic, a leading digital marketing agency that is a wholly owned subsidiary of Omnicom. With over 15 years of experience, Misha translates strategic marketing goals into exceptional online experiences for companies like Sprint, Mitsubishi Motors North America, and Bank of America. He provides leadership to cross-disciplinary creative teams to ensure that every project is rooted in a deep understanding of customer needs. Prior to Organic, he was a management consultant with Booz Allen Hamilton. Misha also serves as editor-in-chief of Organic's blog, ThreeMinds.



The Underdog Marketing Theory: Embracing Success but Never Forgetting What Got You There

Written on
March 29th 2007
Author
  |   Misha Cornes

Analysts and customers alike were stunned by a leaked internal memo from Starbucks CEO and founder Howard Schultz. In a letter to members of his senior staff, he at once praised the incredible pace of expansion within the company and decried the dilution of key elements of the brand — old-fashioned espresso machines, the smell of coffee in the store, the connection of the brand to the community. In ... More...

The Compassionate Creative: Calling for Advertisers to Let Empathy and Insight Drive Design

Written on
February 12th 2007
Author
  |   Misha Cornes

I don’t know a lot about makeup. When Organic started the pitch process for a major pitch for a cosmetics company, I thought Bobbi Brown was married to Whitney and that MAC was a line of Apple products. How could we get smart about women’s cosmetics? The answer was to immerse the team in the lives of women who use the product. We canvassed industry experts, talked to ... More...

The Digital Generation Gap: How Brands Can Capitalize on the Growing Senior Online Set

Written on
January 10th 2007
Author
  |   Misha Cornes

My mom is 64. On those rare occasions when I send her an email, with, say, my flight information, I have to call her first to let her know to “check the computer”. Her PC sits in the far part of the house, under a plastic cover, and is connected to the Internet via a painfully slow dial-up connection. My dad is even worse. At 66, he refuses ... More...