Kevin Pate, a former brand manager for Frito-Lay, Inc., has joined Imc2, an interactive agency in New York, as VP and head of the firm’s consumer products practice group.
His responsibilities include providing overall strategic direction for the consumer products area.
Most recently, Pate worked as the senior brand manager for Frito-Lay’s $1.7 billion Doritos brand. He was responsible for developing the recent inNw interactive campaign. He began his new post March 14.
The inNw? campaign—if not now when?—supported Doritos Black Pepper Jack. The integrated campaign included TV, radio and outdoor ads as well as a text message component and dedicated Web site, innw.com, where the target audience—16- to 24-year-olds—could win prizes and get free music and video game downloads if they could figure out what inNw stood for.
“[Kevin] has a tremendous talent for multi-channel marketing and has been a key player in helping advertisers understand that moving their focus from 30-second spots to interactive marketing results in a much more targeted and successful campaign,” said Doug Levy, president and founder of imc2, in a statement.
Imc2 has offices in New York and Dallas.
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