The Marketing Practice Appoints ECD to Drive US Growth

B2B specialist Dan Schrad steps into new ECD role to strengthen creative offerings in the U.S.

Dan Schrad

NEW YORK, NY – Today, The Marketing Practice announced the appointment of Dan Schrad, the new executive creative director (ECD) over North America and APAC regions. The Marketing Practice looks to build out its creative offerings in the United States, with Schrad leading the way.

Schrad served as creative director and ECD of the recently acquired Account Based Marketing (ABM) agency, 90Octane. He will head a global division of over 100 creative specialists and create compelling, effective, and best-in-class creative marketing, breaking existing boundaries of B2B marketing.

A key part of his role will be to support the future growth of the creative team by nurturing the next generation of creative talent within the company.

The Marketing Practice is dedicated to breaking the traditional hierarchies of workplace culture. The Marketing Practice’s ambition is to create a new, fluid, and non-traditional organizational structure, focusing on unlocking and empowering talent from within and creating leadership structures based on knowledge and skill rather than age and time served.

This strategic and tactical redistribution of skills and resources will ensure that The Marketing Practice’s client-facing capabilities can be deployed simultaneously as one best-in-class consolidated skillset. This, underpinned by their progressive ways of working, will ensure that The Marketing Practice is a uniquely collaborative and innovative environment, providing quality and client service capabilities unique to the B2B space.

This appointment follows 18 months of rapid growth, which saw the acquisition of five agencies across the USA, U.K., and APAC to become one of the largest global B2B tech agencies. The Marketing Practice also recently appointed Lee Wardell as the new ECD for the EMEA Region. Wardell spent the last ten years as creative director of the acquired brand and creative agency, Omobono.

“I feel very lucky, and I am excited for the adventure ahead with The Marketing Practice,” Schrad said. “Within the B2B space, there is much opportunity for compelling and highly effective creativity. Together, with Lee and the wider creative team, we’re ready to explore every aspect of these opportunities.”

The appointments of Schrad and Wardell are the first in a major post-acquisition restructuring of The Marketing Practices’ go-to-market function, led by COO Susie Sroka, recently appointed as The Marketing Practice’s new chief operating officer (COO).

“As joint ECDs, serving a rather large global remit, Lee and Dan will be in each other’s pockets to ensure that The Marketing Practice leads the way in the creative landscape,” said Sroka. “But we’re not just limiting that vision within the confines of B2B…Amazing creativity isn’t exclusive to consumer work. With Dan at the helm of a 100-strong global creative force, we’ll produce some of the most stellar, thought-provoking, and effective creative with our clients.”

Backed by Horizon Capital, The Marketing Practice combines the best in specialist B2B marketing in a fully integrated strategy, helping clients take more accountability for growth and revenue impact and empowering marketing to become the engine room for growth within B2B business.

About The Marketing Practice
Founded in 2002, The Marketing Practice is a global B2B marketing leader with offices in the US, U.K., Germany, Singapore, and Australia. In the U.S. The Marketing Practice has New York, San Francisco, Denver, Seattle, and Denver offices. It employs over 500 people and helps large and growing B2B companies to win new customers, grow existing customers, and improve channel performance.

The Marketing Practice is an established leader in brand activation, account-based marketing, and demand generation, and clients include ServiceNow, Salesforce, and Lenovo.

It believes B2B marketing works best when it’s thought of as an engine to drive growth rather than a series of projects—combining creativity and strategy with data, digital, martech, and inside sales capabilities, the business partners with clients to create outcomes, not just outputs.

It ranks in the top 10 International B2B agencies year in and year out, according to B2B Marketing.

For more information, please visit

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