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Blog - August 15, 2016

Kevin George, President and CMO of Mosaic, Talks to Ad Age About Trends in Experiential Marketing

Kevin george

Kevin George has spent more than 25 years in marketing -- almost all of it on the client side working for companies including Seagram, Unilever and Beam Suntory. Last year he jumped into the agency world, taking a job as president and chief marketing officer of Mosaic, a fast-growing shop specializing in experiential and content creation. In doing so, he gained some new perspective on his old client-side role. "The timelines that clients give agencies is really unreasonable in general. Time tends to produce better creative and I start to appreciate that on this side," he said. Those were among the insights Mr. George shared with Ad Age in an interview from the Chicago office of Mosaic, where the shop is headquartered. Mosaic is owned by Acosta, a giant sales and marketing company that serves as the outsourced sales arm for major consumer-packaged goods companies. Mr. George's responsibilities include serving as CMO of Acosta. Mosaic -- whose clients include Procter & Gamble, Coca Cola, Anheuser-Busch InBev, Microsoft, Best Buy and Diageo -- has grown from 1,972 employees in 2015 to 2,487 this year. Mosaic in June acquired Los Angeles-based content company Contend. The shop's clients include Netflix, for which it crafted a 1980s-influenced promotional campaign for the hit show "Stranger Things." Mr. George left Beam Suntory late last year after serving as the liquor marketer's global chief marketing officer. He joined Beam in 2009 after a career at Unilever where he was VP-general manager for Unilever's deodorant and health care business. He was known for spearheading unconventional marketing campaigns for Axe body spray. In the interview from Mosaic's new office in Chicago's bustling West Loop neighborhood, Mr. George discussed trends he witnessed as a liquor marketer, while offering insights into how the experiential business is changing.

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