Independent agency The Escape Pod has promoted Leah Hattendorf to SVP, director of strategy. In her new role, Hattendorf will continue to lead The Escape Pod’s Research and Strategy group, in addition to spearheading new business efforts and building out additional revenue streams for the agency.
During her time at The Escape Pod, Hattendorf has guided brand and communications strategy for Mondelez, Toys“R”Us, KIND, EGO and Southeastern Grocers. She played an integral role in defining the Toys“R”Us brand promise that championed the importance of play. She was also responsible for positioning and launching EGO as a technology brand in the crowded lawn care category. Most recently she assisted Southeastern Grocers in positioning a new grocery store brand, Fresco y Mas, focused on meeting the needs of the Hispanic community.
Prior to joining The Escape Pod, Hattendorf worked at several agencies including JWT New York, FCB and DDB, on such clients as Kimberly Clark, Kraft, Cars.com and State Farm.
Launched in 2006, The Escape Pod is a Chicago-based creative shop headed by co-founders Norm Bilow, managing director, and Vinny Warren, executive creative director.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More