Backe Interactive
Web Development and
Interactive Advertising
Backe Interactive — formerly Kingswood Interactive — is the internal interactive design and development group at Backe Communications. They are the only ad agency I've worked with that "gets" the web and masters the more traditional media venues.

Backe is one of the largest remaining ad agencies in the Philadelphia area with expertise in the Web, print and broadcast advertising, and collateral marketing materials design.

My Role
Responsible for interactive creative development and brand migration strategies for Web site development, interactive advertising and e-newsletter campaigns. Worked with clients to understand their business models and develop strategic plans in support of their business goals. Managed and motivated Art Directors, Producers and Production staff for all interactive development initiatives. Maintained communications with in-house applications developers and client IT representatives.

• Supported new business initiatives, developing and designing the creative materials for new business efforts. Wrote and prepared responses to RFPs.

• Philosophically and operationally integrated interactive and traditional divisions .

• Upgraded the creative product of the interface designers.

• Developed team approach for the development of tactical recommendations in support of clients marketing objectives and strategic direction.

• Acted as educator and evangelist for agency staff defining branding, e-commerce and e-business operating models, automation, and tactical venues for strategic interactive development.