Interview: Dean Macri, CEO of Cielo Group, Part 1

The Cielo Group just gets it.

An innovator with mobile marketing campaigns for the likes of Budweiser & BMW, the Boston-based mobile marketing firm understands that mobile display advertising on ad networks in itself is uninteresting, no matter how location-based and behavorially-targeted it gets.

Instead, as founder and CEO Dean Macri recently put it, it works best as an “activation mechanism” for advertising we experience in traditional media – a sentiment readers of BRANDING UNBOUND the book and blog know I share.

Over the last several months, Cielo Group – whose name aptly comes from the Italian word for “the heavens” – has been making a name for itself not be creating branded mobile applications that give brands a direct channel to consumers through compelling entertainment content.

In a recent conversation with Macri, we talked about mobile as an activation method, and the future of branded mobile apps.

Part 1: BMW & Beyond: 'Activating' Traditional Media Through The Power of Mobile

Approx 8:36

Quick links:

BRANDING UNBOUND The Blog
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com