Mindshare - MasterMind ideas from the strategists at Treacy Marketing Group

THEN: BETH TREACY, CIRCA 1990

There was surely a disconnect between emotion and intelligence during a major engagement I was working on with one of Chicago’s top creative talents. The client had requested a simple change on a consumer package goods project that was “this close” to approval. Imagine my surprise when the creative director on the account took his shoe off and hurled it at me screaming that he was the ##**ing author of all visual and editorial content. Lucky for me, I ducked just before the offending loafer made contact with my head!
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Kellee Johnson is an adjunct professor of public relations at DePaul University. Follow Kellee on Twitter: @KelleeJohnson.

It’s a new way of life for public relations practitioners, and it is fast-paced. One-way communication was then; two-way, 24/7 dialogue is now.
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There is a growing place for emotion in business and marketing strategies. After years of being relegated to the wimpy and unsophisticated, the concept of feeling is being recognized as the way to engage those individual human beings who make up your target audience. Tapping into the emotion quotient requires skill in key areas. Among them are how to measure success, use design wisely, and when to balance the evocative with data.
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Beth Treacy is founder of Chicago-based Treacy Marketing Group. She lives on the Mag Mile with a feisty 18-pound Tibetan terrier and spends weekends at her small farm in Wisconsin.

February 07, 2015. By Laura Bianchi.

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Geoff Jones

Randy Africano
CEO
Vertiport Chicago
www.vertiportchicago.com

Entrepreneur, C-suite veteran, and pilot, Randy Africano is bringing his dynamic approach for creating a thriving business to Chicago as acting CEO of the city’s only heliport facility, Vertiport Chicago. Slated to open in late 2014, Vertiport Chicago will be located in the Illinois Medical District on the near south side and service helicopter flights for charter, private, emergency medical, and tourists. Randy talked with TMG about shifts that create a sustainable environment for achievement, and the profitability of morality, integrity, and ethics.

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Geoff Jones

Geoff Jones
Head of School
GEMS World Academy-Chicago
www.gemsworldacademy-chicago.com

Geoff Jones is devoted to transforming independent education. Throughout his distinguished career, he has developed innovative curriculum designed to enhance leadership skills and prepare young people for significant roles in their communities and careers. Geoff brings his passion and vision to Chicago as Head of School at GEMS World Academy-Chicago, a new K – 12 independent school in Lakeshore East, opening in September 2014. TMG talked with Geoff about the significant shifts that are having a profound influence on how we educate our children.

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Tom Kehoe
President, Kehoe Designs
www.kehoedesigns.com

‘Tis the perfect season to talk with nationally recognized Chicago event décor expert Tom Kehoe about shifts in celebrations, from company events to family holiday dinners. Tom, president of Kehoe Designs, shared with TMG his thoughts about significant agents of change in the event industry, transforming venues into experiences, and entertaining Andy Warhol.

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Susan Fredman

Susan Fredman
CEO, Susan Fredman
Design Group
Founder, Designs for Dignity

Experimentation with new materials has always been at the core of renowned Chicago interior designer Susan Fredman’s work. Susan is the award-winning CEO of Susan Fredman Design Group and founder of Designs for Dignity, a non-profit collective dedicated to transforming environments and the lives of those who inhabit them. An innovative and creative leader, Susan is pushing the design envelope with her newest venture, container homes. Made from recycled shipping containers, these ecologically sound structures are shifting traditional thinking about the concept of home. Susan spoke with TMG about working with this unlikely component and thinking outside, and inside, the box.
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Carol Schuster

Carol Schuster
CEO
Schuster Consulting Group

Carol Schuster is no stranger to the intricacies of introducing a consumer brand in newly emerging economies. As a global brand and marketing consultant, Carol leads high-impact teams that deliver regional, national, and international business strategies and integrated marketing programs to nascent markets in the countries of Central and Eastern Europe, and Asia. Having held senior executive roles in the U.S. and abroad for Ogilvy & Mather and D’Arcy Masius Benton & Bowles (where at age 29 she founded the agency’s Warsaw office), Carol is currently based in Shanghai and is spearheading global expansion for luxury women’s retailer Lafayette 148.

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Kevin Kuzemchak
Senior VP, Asset Management
Shorenstein Properties

As the commercial real estate industry emerges from the recession, location remains a driving force, while the definition of a good location has shifted. New real estate opportunities are emerging that will alter our cities and suburbs.

Evolution and change are inevitable. Over the course of time, every industry, company, and individual will arrive at an Inflection Point, that spot on the continuum where fundamental shifts become essential to realizing forward momentum. At issue is how an Inflection Point is addressed. It is not a place where a company, or person, can afford to remain static. Solutions require strategic and creative planning that will inform development and deployment of new approaches capable of shifting trajectory toward growth and success.

Senior Vice President, Asset Management, for San Francisco-based real estate investment firm Shorenstein Properties, Kevin Kuzemchak is well versed on the risks and shifts attendant to today’s real estate market. He talked with TMG about his industry’s response to its own Inflection Point, and the differences between pre- and post-recession landscapes in Chicago and across the nation.
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