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An award-winning, rapidly expanding, full-service marketing agency in Philadelphia

Scott Cohen is the managing director, partner, and owner of Quattro, a multi-channel marketing and advertising agency based in Berwyn, Pennsylvania. Quattro provides a full range of creative services, including direct marketing, online advertising, social media, interactive design, and more, for a wide range of industries across the globe. The agency has worked with corporate and nonprofit clients such as US Bank, the American Red Cross, Comcast, Geico, Metro PCS, and Lincoln Financial. Earlier this month, Quattro won several awards as well as top honors at the PhillyDMA Benny Awards. Scott spoke with citybizlist about launching Quattro in 2004, the ways digital technology has changed the media landscape, and the challenges of marketing to millennials.

EDWIN WARFIELD: Let’s talk for a moment about your work for clients. Is there a recent campaign you’re proud of and would like to share?

SCOTT COHEN:Ditech is a top 10 mortgage company. They’re based in Philly, they’re the former GMAC Mortgage, and we’re their agency of record. One program that we developed for them—and it’s a program that just won the Gramercy Award for one of the top strategic marketing programs in the country last year in the financial services category—is the first-time home buyers website, experience, social marketing platform that we did to target millennials. Millennials, as a group, are proving themselves to be very slow in the home buying marketplace, much more so than past generations of people. Part of that is skepticism, part of that is that they’re just getting out there in the real world later than past groups, but they also are the first generation to embrace the digital world in a way that nobody else has in the past. And the mortgage experience, the home buying experience, is a big part of that.

For most people, buying a home is the most complicated financial services decision that they will ever make in their life. As a part of that, the challenge for mortgage companies has been “How do we take that experience, and how do we put that online, and how do we create a digital platform to make that experience work for them?” Through customer research, putting together customer personas, and putting together a whole journey map of potential prospects for them, we came up for Ditech with a first-time home buyers’ experience online, as well as a comprehensive social and content strategy wrapped around that, which was just fantastic. That whole campaign, and working in a new marketplace to a very influential group of customers, really represents what we’re all about. We created a new avenue and a new marketplace in a way, and we were recognized by our peers for the work that we have done as well.

Q. In one word, how would you describe what sets Quattro apart from other agencies?

A. If I had to describe Quattro and the company that I played a big part in putting together in one word, it would be “passion.” We have got amazing people. We’ve got passionate people that play all-in, that love what they do day-to-day, and our clients see that. Our clients love coming to the agency because we’ve got such a fun workplace. They love the fact that we’re all-in with everything that we do, and above all, they view us as true partners in their business: truly partners with them in achieving anything they want to accomplish.

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Sponsored by:

ABOUT NEWMARK GRUBB KNIGHT FRANK

Newmark Grubb Knight Frank (NGKF) is one of the world's leading commercial real estate advisory firms. Together with London-based partner Knight Frank and independently-owned offices, NGKF's 14,100 professionals operate from more than 400 offices in established and emerging property markets on six continents.

With roots dating back to 1929, NGKF's strong foundation makes it one of the most trusted names in commercial real estate. NGKF's full-service platform comprises BGC's real estate services segment, offering commercial real estate tenants, landlords, investors and developers a wide range of services including leasing; capital markets services, including investment sales, debt placement, appraisal, and valuation services; commercial mortgage brokerage services; as well as corporate advisory services, consulting, project and development management, and property and corporate facilities management services. For further information, visit www.ngkf.com.

NGKF is a part of BGC Partners, Inc., a leading global brokerage company servicing the financial and real estate markets. BGC's common stock trades on the NASDAQ Global Select Market under the ticker symbol (NASDAQ: BGCP). BGC also has an outstanding bond issuance of Senior Notes due June 15, 2042, which trade on the New York Stock Exchange under the symbol (NYSE: BGCA). BGC Partners is led by Chairman and Chief Executive Officer  Howard W. Lutnick. For more information, please visit http://www.bgcpartners.com/.

Edwin Warfield, CEO of citybizlist, conducts the CEO Interviews.

If you're interested in reaching CEOs, please contact edwin.warfield@citybuzz.co

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