Tuesday, March 29, 2011

Mashable! - Facebook’s Newest Hire To Get Creative With Interactive Mark

Top Time Warner ad man Mark D’Arcy has just been nabbed by Facebook, where he will be tasked with finding more and better ways for marketers to pump money into the social network’s coffers.

His new title is Director of Global Creative Solutions, and his specific duties will include coming up with interesting and valuable ways for marketers to integrate Facebook in their campaigns.

We already know that Facebook’s ads are remarkably well targeted and deliver fabulous results to many advertisers and marketers, be they big-brand ad agencies or mom-and-pop SMBs. In fact, the company reportedly took home $1.86 billion in 2010 from ad sales alone.

But recent intelligence suggests that Facebook’s display ad offerings may not be performing as well as traditional banner ads. The social network’s clickthough rate of .05% to .06% fell short of the industry standard of .1%. But Facebook marketing is about a lot more than just display ads.

And the realm of marketing beyond display ads is exactly within D’Arcy’s purview. In an interview with The Wall Street Journal, Facebook’s newest employee said, “There is a great need for the creative community … to learn how to leverage the incredible power of Facebook to improve the way brands tell stories.”

D’Arcy also highlighted the difference between intruding on someone’s digital life and engaging them in a way that gives value to both the consumer and the brand.

Previously, D’Arcy was President of Time Warner Global Media Group and Senior Vice President, Time Warner, positions he had held since June 2009. He joined Time Warner in 2004; for 15 years prior to that, he was an award-winning advertising writer and creative director at various ad agencies.

D’Arcy, 39, hails from New Zealand.

Typically, “getting creati ve” with Facebook...

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