Rock star. Humanitarian. Businessman. Actor. Inspirational speaker. Five different people? No — just one, and he’s keynoting Response Expo 2010.
Sir Bob Geldof — founder of the Band Aid Trust, organizer of the renowned 1985 LiveAid and 2005 Live8 concerts and a nearly annual nominee for the Nobel Peace Prize — will welcome Response Expo attendees to San Diego at 5:30 p.m. on Tuesday, May 11, with what promises to be a powerful and inspirational message, presented by Euro RSCG Edge. The event runs through May 13 at the Hilton San Diego Bayfront.
The 56-year-old Irishman first hit the public consciousness in the late 1970s as leader of The Boomtown Rats, a band that played an integral role in the punk/new wave explosion in the British Isles. The band’s timeless hit, “I Don’t Like Mondays,” is still a staple on rock radio today. He gained further fame after starring in the film based on the classic Pink Floyd album “The Wall.”
But it was in 1984, when Geldof turned his attention to the dreadful famine problems of Ethiopia, that he found his life’s true calling. Organizing Band Aid with fellow musician Midge Ure, Geldof gathered a virtual who’s who of British rock royalty to record one of the most inspiring and classic holiday songs ever, “Do They Know It’s Christmas?” The song’s proceeds — more than 8 million British pounds — went to a new charity, which became the Band Aid Charitable Trust.
Following the success of “Do They Know It’s Christmas?” Geldof turned his sights on organizing a concert to benefit the struggling African nation. On July 13, 1985, the LiveAid concert took place in London and Philadelphia, featuring the top musical acts in the world broadcast on MTV. The show raised more than 100 million British pounds.
Twenty years later, Geldof organized the Live8 concerts, which happened in conjunction with that year’s G8 Summit of world leaders to bring attention to the continuing poverty of African nations. The shows in 10 different cities around the world on July 2, 2005 (and an 11th just four days later in Edinburgh, Scotland) were a massive success, as was the DVD set of the shows, released the following November.
His initial efforts on behalf of Africa resulted in gaining knighthood from Queen Elizabeth II in 1986. And his efforts continue to this day, including a BBC1 television series — “Geldof in Africa” — that was a hit earlier this decade, and a 2008 trip to Africa with then U.S. President George W. Bush.
Aside from his humanitarian efforts, Geldof has continued his music career as a solo artist throughout the past three decades. He’s also been involved in creating a series of successful businesses, including TV production houses Planet 24 and Ten Alps Communications and travel Web site Deckchair.com.
Among his many honors, Geldof was awarded the Nobel Man of Peace Award, which was presented to him by Mikhail Gorbachev in Rome in 2005 and was recognized as a “European Hero” by Time Magazine in 2005.
Jeff Aronson is founder and CEO of Cash4Gold, pioneer and leader of the mail-in gold buying industry. Aronson launched Albar Metals in 2001 and by 2006 had built the company into one of the most successful precious metal refineries in the U.S. Albar was recognized in 2006 and 2007 by the Inc. 500 as one of the fastest growing companies, and in 2007 was listed as No. 57 in Entrepreneur Magazine’s Hot 500. Convinced there was a need for direct-t-consumer precious metal buying, Aronson launched Cash4Gold in April 2007 and it was an instant success. Fueled in part by a critically acclaimed Super Bowl ad in 2009, Cash4Gold has done more than 900,000 transactions and spawned an entire industry based on its innovative business model. In 2009, Cash4Gold’s revolutionary business expanded internationally, and the company is currently operating in the U.K., Canada, Germany, Spain and the Netherlands. After developing Cash4Gold into one of the most successful direct response campaigns of all time, with multi-hundreds of millions in sales, Aronson is building upon that success with the launch of DevTel Products, a multi-faceted direct response company aiming to market 8-10 products per year.
Scott Boilen is the founder, CEO and president of Allstar Marketing Group, LLC, a leading direct response and consumer products company. Allstar has launched very successful product campaigns which have translated into relevant consumer brands including Snuggie™ The Blanket with Sleeves, Bendaroos® Flexible Building Sticks and Topsy Turvy® Upside Down Tomato Planter. Boilen established the company in 1999 and has launched some of the most successful DRTV campaigns and renowned brands during the past decade including Perfect Pancake®, Pasta Pro®, Cold Heat® and Smart Spin™, Bumpits®, Perfect Brownie™, Big Top Cupcake™, Aqua Globes™ and Debbie Meyer Green Bags™, LegMagic® and Garden Groom®. Boilen graduated from State University of New York at Albany with a degree in business administration. He also earned an MBA at Fordham University.
Jeff Buchbinder joined bdirect Companies as vice president of sales and marketing in July 2004 and later became executive vice president/chief marketing officer. Under his leadership, bdirect has increased it’s retail product management division to more than $650 million in annual retail sales, launched multiple $10 million new items to retail and assisted in the launch and growth of some of the best As Seen on TV winners. Buchbinder is well versed in the retail products space with more than a decade of classic sales and marketing management experience with “Big Box” retailers. Prior to joining bdirect, Buchbinder held a variety of marketing and sales positions at industry stalwarts, where he launched more than $100 million in branded and private label products at leading retailers like Wal-Mart, Sam’s Club, Costco, Kroger and 7-Eleven. Buchbinder earned a BA in marketing with honors from California State University, Fullerton in 1992.
Cliff Chenfeld is co-founder and managing director of New York-based Razor & Tie Entertainment, which houses a successful music label, a music publishing house, a home video company, a media buying agency and a direct marketing operation under one roof. The former lawyer — he holds a J.D. from the New York University School of Law — partnered with college classmate Craig Balsam to launch the company in 1990. The company’s “Kidz Bop” line of music CDs has sold more than 14 million copies.
Brian Fays is executive vice president of advertising sales for MTV Networks. Based in New York City, Fays oversees DR ad sales for 20 cable networks, including MTV, VH1, Comedy Central and Nickelodeon. He is also a member of the Response Magazine Editorial Advisory Board and is making his third appearance as a speaker at Response Expo.
BJ Fazeli is the president and owner of BJ Global Direct, a direct marketing company based in Irvine, Calif. As one of the original pioneers of the direct response television industry, he has more than 35 years of sales and marketing experience, has been at the helm of some of this industry’s the most innovative companies and has launched many of its most successful products.
Eric Franchi is the senior vice president of business development for Undertone. He oversees the company’s business development initiatives, which include forging strategic relationships and developing new revenue generation programs, while working closely with the executive team on critical endeavors. Since joining the company in 2001, Franchi has held various executive-level positions. As senior vice president of media from 2007 to 2008, he was responsible for the company’s publisher relations and partner development efforts. Previously, as senior vice president of sales from 2005 to 2007, Franchi initiated Undertone’s rapid North American sales team expansion. He began his interactive career at About.com as a sales executive. He holds a bachelor’s degree in marketing from Pennsylvania State University.
Jeff Frankel joined HAAN® Corp. as director of DR consumer sales in 2009 and is responsible for all areas of the fast-growing steam product manufacturer’s direct response and marketing efforts. Frankel launched the recent HAAN Duo™ long form television and print campaign and has used this method to introduce distribution of HAAN products internationally through the DR format. Prior to joining HAAN, Frankel worked as vice president of direct-to-consumer sales at Euro-Pro and led the development and execution of direct response TV campaigns for the Shark Stick Vac, the Shark Sweeper and the Shark Steam Mop. Frankel started his career at King World Direct/CBS in Los Angeles where he was part of the original team that designed the direct response retail model for Sears that has generated more than $1.5 billion in retail sales.
Jonathan Gelfand is senior vice president, business development, and general counsel for Product Partners LLC/Beachbody. He has more than 13 years of experience representing clients involved in entertainment, new media and emerging technologies, advertising, privacy and marketing, and intellectual property matters with a focus on direct response marketing, multi-level marketing and electronic retailing. For more than four years, Gelfand has been general counsel for Product Partners LLC, parent company of Beachbody, Team Beachbody, and Breakthrough in Beauty, encompassing internationally recognized brands such as P90X®, Insanity®, Turbo Jam®, Hip Hop Abs®, and Timeless Secret®.
Carie Gladstone Doll is the senior vice president and general merchandise manager of Anna’s Linens and is responsible for the merchandising and marketing strategies of the company. She joined Anna’s in 1996 when the company operated 28 stores in California. Anna’s Linens now operates more than 250 stores in 19 states, with an annual volume in excess of $375 million. Doll oversees the television media plan utilizing direct response buys with the retailer’s media placement agency, KSL Media. In addition, she developed the “As Seen on TV” merchandise shop within Anna’s Linens stores, leveraging the on-air campaigns for this product type. This product category has enjoyed rapid growth within the retailer. Doll graduated from the University of Pennsylvania
Paul Greenberg has served as chief creative officer of Thane Direct since October 2006. He is primarily responsible for overseeing all television production and creating the marketing campaigns for all Thane-developed and licensed products. Greenberg joined Thane Direct from Sylmark Inc., where he served as vice president of production, producing and directing such hit shows Abslide, Miracle Blade, Ultimate Chopper and Walkfit Orthotics. Prior to Sylmark, he produced advertising campaigns for clients such as Microsoft and Miller Brewing Co., as well as a feature film.
Kevin Harrington is chairman of the board at TVGoods.com. Widely acknowledged as the pioneer and principal architect of the infomercial industry. Harrington has launched more than 500 products and produced more than 500 infomercials, resulting in sales of more than $4 billion worldwide. Harrington is currently a “Shark” in the Sony Television/Mark Burnett production of “Shark Tank,” which runs on primetime on ABC. Harrington’s involvement with “Shark Tank” has generated a number of product marketing opportunities that can be leveraged through his company, Inventors Business Center, that will provide fledging entrepreneurs and inventors the vehicle to develop their ideas and/or products.
Betty Jamieson-Dunne heads up marketing for ITW Space Bag, a Fortune 200 company. Since joining the company eight years ago, she has been instrumental in sales tripling while successfully meeting profitability goals primarily through direct response vehicles and branding. She is a strategic marketing executive with a proven consumer packaged-goods record in extremely competitive categories, U.S. and internationally, and is an expert in utilizing direct response as a vehicle for generating profitable direct sales or used as a highly effective/efficient marketing tool to support brands sold within retail channels. Previously, Jamieson-Dunne has been senior vice president of marketing worldwide with such notable companies as Vidal Sassoon and Max Factor — both divisions of Procter & Gamble. She also has served as chief operations officer for Neatnix, CEO of her own direct sales product development company, ProductsThatWork, and has owned a marketing consulting firm specializing in consumer packaged goods, focused on the mass retail market and direct response product companies.
AJ Khubani founded TeleBrands Corp. in 1983 with his life-savings of $20,000. Today, TeleBrands is a thriving multi-hundred million dollar marketing giant well known for such hit products as the PedEgg, PediPaws and Windshield Wonder. Using direct response television advertising to build brands, TeleBrands products are placed in every major retail chain, including Wal-Mart, Target, Bed Bath & Beyond and Walgreens. TeleBrands has created the “As Seen On TV” category in the United States and 120 countries around the globe. Recently, Khubani has become a media regular with a multitude of appearances on CNN, CNBC, Fox News, “The Today Show” and “The View,” as well as the hit TV show “Pitchmen” on the Discovery Channel. In his spare time, he raises money for Children’s Hope India, serves on the Business Advisory Board at Montclair State University, and chairs the Entrepreneurial Engineering program at Princeton University.
David Lee is the director of marketing for DirectBuy, and joined the company in 1996. In his role, Lee is responsible for managing DirectBuy’s comprehensive direct response marketing matrix, including DRTV, radio, print, E-mail, banner advertising and pay-per-click (PPC).
Michael Lyons is vice president of advertising sales for AETN's family of networks. His responsibilities include direct response, video-on-demand and interactive television. Lyons’ 20-plus years in television has included roles in research, planning and advertising sales.
Ray Manzella, founder of Manzella Personal Management, has been involved in the transactional business since 1987, beginning with his client, Vanna White, and her alignment with the Home Shopping Network (HSN). Manzella and White had great success in developing many products, including the Vanna White Comfort Pumps, the Vanna White doll, and after a trip to Majorca, Spain, (White’s grandparent’s native city), her own line of Majorca pearls. They also teamed with Guthy Renker to create Perfect Smile, a teeth whitener that earned more than $40 million in sales. Manzella has also worked with Tony Little in the fitness category, aligning Little with Fitness Quest, where they had a colossal hit with the Ab-Isolator and subsequently did more than $2 billion in business. Manzella has also worked with celebrities like Suzanne Somers, Kim Alexis, Sugar Ray Leonard, Robin Leach and Cheryl Tiegs in their dealings in the direct response industry. Currently, Manzella is emphasizing product placement and working closely with Lionsgate Entertainment, which has positioned his recently produced a Web video series, “13 Minutes to Midnight,” (www.13minutestomidnight.com) on FearNet, showcasing product placement throughout the two current episodes. Manzella has also worked closely with Fremantle Media and FOX with “American Idol,” coming up with the idea to create and sell limited edition U.S postage stamps featuring Idol winners. The stamps were featured in a product placement effort during a seven-week period on the show and sold on Stamps.com with proceeds supporting Idol Gives Back.
Ken Murray is chief marketing officer for Bryn Mawr, Pa.-based J.G. Wentworth, the United States’ largest purchaser of deferred payments for illiquid financial assets. Murray, a speaker at Response Expo 2009, began his career in the newspaper business and spent time with Barnett Banks Inc., before joining credit card giant MBNA, where he served for 12 years before joining J.G. Wentworth in 2006. Murray holds a B.A. in English from the University of Delaware and an M.B.A. in finance and economics from the University of Florida.
Joe Purzycki is chief operating officer at Barclaycard US. He is a 25-year veteran of the payments industry and is responsible for all operational aspects of the business, including customer care, bank operations, customer support and marketing operations. Purzycki worked as chief administrative officer for Juniper Bank from 2000 to 2001 and has 16 years of experience in the credit card industry. He has worked in various roles for MBNA, First USA, and JPMorgan Chase. While at Barclaycard, he has transformed the business, helping Barclaycard race ahead to become the ninth largest bankcard issuer in the U.S., with more than 6 million accounts.
Ben Smith is a founder of Retail Leverage. From driving sales through QVC and HSN early in his career to recently leading the strategy and execution for Kodak’s infomercial as director of trade marketing, Smith has 10 years of experience leveraging the power of TV to drive retail sales. Based in Atlanta, his background is in marketing consumer products to leading consumer electronics and mass retailers. His blog, Retail Leverage, frequently provides examples of how DRTV can play an instrumental role in a brand’s retail marketing strategy. Smith spoke about his efforts with Kodak at Response Expo 2009.
Camilla Sullivan is a partner at Covermax Inc., a branding, communications, marketing and video production agency with offices in New York and Washington, D.C. She has 15 years of global marketing and communications experience. Through 2009, Sullivan served on the executive leadership team for Better Homes and Gardens Real Estate as senior vice president of marketing. In this role, Sullivan led the strategic marketing and communications teams and supported the company’s strategy for market share growth, both domestically and internationally, by developing and implementing programs for interactive marketing, national advertising and membership development. She has been the creative brand strategist with the brand since 2008, prior to its launch that year. Before joining Better Homes and Gardens Real Estate, Sullivan served as the director of global marketing at BearingPoint Corp., and held marketing leadership roles with EDS, both in the U.S. and Australia, as well as senior roles at Toshiba and Compaq.
David Wallace serves as general counsel at Syndero, a leading branded direct response company.He directs Syndero’s legal and regulatory compliance affairs, and is responsible for negotiating acquisitions and strategic partnerships for the company. Before joining Syndero, Wallace served as general counsel at American Reprographics Company, the leading digital document management and reproduction company serving the architectural, engineering and construction industries in the United States. He also previously served in-house at a division of Tyco International Ltd., and as general counsel at ZapMe! Corp., an online educational technology and media company. Before moving to in-house practice, Wallace was a partner at Shapiro Buchman Provine & Patton LLP, where he represented technology and real property entrepreneurs. Wallace received his J.D. from the University of California, Hastings College of the Law, and his undergraduate degree from the University of San Francisco.
Andrew Wyant is the vice president of marketing at LifeLock, where he has been responsible for the advertising and marketing programs that have made the Social Security Number of CEO Todd Davis famous. LifeLock's growth during the past three years would place it among the top 10 firms on the Inc. 500 list of fastest growing firms in America. Prior to joining LifeLock, Wyant successfully launched or grew several businesses, such as Health Choice and Pillsbury breads, and used direct response marketing to build companies such as Natural Golf. Wyant is a graduate of the Wharton School of Business at the University of Pennsylvania.