With a career spanning two decades of unparalleled growth and profound technological change in corporate America, Dreyfuss shares his thoughts about the challenge of innovation in corporate communications and marketing across an increasingly fragmented media landscape.

Munder Digital Economy Growth Style marketing campaign. As the digital economy boomed in 1999, Munder Capital Management engaged Dreyfuss and his team to design a sales program for
a new fund reaching clients in all media formats, including print, audio, video, interactive and promotional pieces that instantly engaged the audience and communicated an effective message.

Integrated Communications at its best: two transporation giants merge and Dreyfuss leads
a team that engineers live announcements of on both sides of the Atlantic, a global broadcast, elegant printed collateral, and a very visible platform for two of the world’s most prominent
business executives.  The result: a strong kickoff to a historic cross-border merger.

Enginering a successful merger between two leading corporations is more art than science. 
From a communications standpoint, perfectly crafted messaging and media  targeted to important constituencies are key to a favorable reception.  Leading corporations and their advisors turn to Dreyfuss for such mission-critical merger components as global press announcements, corporate
profile videos, webcasts, video news releases, and design and branding initiatives.

The day a corporation goes public presents a unique opportunity to break through the news clutter, particularly when the venue is the New York Stock Exchange, one of the most connected facilities on the planet.  Dreyfuss and his team have staged some of corporate America’s most historic ‘Day One’ events from this venerable site and extended their communications impact through satellite and web broadcasts to such important audiences as the press, employees, customers and investors.

In 1986, arguably the first great media merger was financed by $1.5 billion in
bonds sold on a roadshow designed by Dreyfuss.

Dreyfuss conceives a first-of-its-kind ‘Upfront' event for an online service, helping AOL launch
its new advertiser-friendly 9.0 Optimized software.  This spectacular multimedia event for
sponsors and media buyers was held at New York’s Museum of Natural History.

How to celebrate going public in the U.S. with 45,000 employees spread across several continents?  Drawing on years of experience navigating the ‘ins and outs’ of Wall Street, Dreyfuss designs a NYSE event with a live webcast to Thomson offices around the world.

Dreyfuss helped define the modern corporate profile video and is responsible for some of the most widely recognized and award-winning productions for such clients as Time Warner, Investcorp, and Boeing.  Key to the success of this format is a well-crafted script that combines articulate narrative with elegant graphics and executive sound bites – all wrapped in a compelling visual style. 

To announce the historic merger of two venerable banking institutions, Dreyfuss leads
a team of communications specialists to produce an interactive global broadcast hosted
by CEO William B. Harrison and COO Jamie Dimon.

2004 saw the addition of a new landmark to the New York City skyline, the $1.7 billion
headquarters of Time Warner, overlooking Columbus Circle and Central Park.  Time Warner
and the projects backers, the Related Companies and Apollo Real Estate Advisors, tapped Dreyfuss to put on a celebration that matched the stature of the occasion.

When the late investor Reginald F. Lewis bought the international assets of Beatrice Foods,
an award-winning corporate profile film was used to help sell the leveraged transaction
in world money centers.

Much discussed, much maligned, much misunderstood – this was the model for today’s three-day research conference, where institutional investors come to see corporate presentations and network with business leaders, politicians, and thought leaders. Dreyfuss ‘made his bones’ in the event world by creating visual and live entertainment elements that helped make ‘The Conference’ a legend that still lives on...

During the production of the epic gangster film “Scarface,” Dreyfuss, who was directing Second
Unit for director Brian De Palma, met the movie’s screenwriter, Oliver Stone.  For his directorial
debut on "Wall Street," Stone tapped Dreyfuss to design the title sequence and direct other
segments that drew on his familiarity with the imagery and language of New York’s financial district.
Q.

What is the state of Corporate Communications and Marketing in 2017?

   
A:

The mission is the same - to inform, impress, and sway - but the ‘aspirational bar' is much higher now, as the social web and other new communications channels promise to reach, connect and engage groups of like-minded individuals in ways that were never-before possible, whether they be customers, shareholders, journalists or policy makers. In 2017, however, leveraging the social web remains very much a ‘chicken and egg' proposition in the B-to-B space, but with significant first-mover advantages. There's real traction happening in certain verticals like Real Estate and Financial Services.

   
Q.

What are the drivers of this change?

     
A:

Go to any city anywhere in the world and you’ll see everyone is walking around with their phones in their hands – it’s an obvious symbol of the intense connection people have with their ‘screens’. This is our audience - a new generation of consumers and executives driving a steady cultural shift, and enabled by software that is omnipresent on all of our devices, large and small. They want and expect to share information and entertainment. Smart communicators and marketers are already leveraging this phenomenon to help meet their business goals.

     
Q.
So is this desire to share content a phone-centric phenomenon?  
     
A:

Not at all. It is a desire scaled to all platforms. It started as a computer-driven wave, but fundamental changes have taken place in the communications infrastructure, with a proliferation of new digital platforms and devices that are rapidly disintermediating traditional ones. 5G Phones, tablets, biometric devices like Fitbit, connected wristwatches and eyeglasses, and OTT (over the set-top box) products like streaming Netflix and Amazon Prime are a few examples of new platforms through which audiences can engage with their information and entertainment - it is a fundamental shift in the media landscape, and all of these new platforms have robust sharing features designed in.

     
Q.

Not all communications, particularly corporate communications and investor relations is so
consumer-facing.

 
     
A:

Clearly Facebook, Twitter and Youtube are not the most efficient way to reach shareholders or investors for example, but the power of the social web to engage them is new and fresh and inevitable. This would be one component of an overall investor relations campaign that aligns with corporate strategy. Smart clients have always distinguished themselves through a prudent embracement of new technology, and I have a long track record of helping them – first with video, then with events, then the web, and now with the social web. These are all tactics in a modern communicator’s toolkit.

     
Q.

How is this toolkit used?

 
     
A:

Well in the meetings and event space, I encourage clients to take an integrated communications approach. Again, we start with the strategy - what we are trying to accomplish - and that leads to the tactics - whether it be engaging attendees in advance through an event App and the social web, or one's approach to presentations, social gatherings, entertainment, or experiential elements on-site - it all flows back to a document that aligns strategy, tactics, and audience. A successful meeting must have just the right mix, and again, technology can tie it together before, during and after an event.


     
Q.

How did you get into this business?

 
     
A:

After graduating from UCLA Film School, I came to New York to learn more about business, and was quickly tapped by Merrill Lynch and then Drexel Burnham Lambert to develop a way to use video to help sell financial products and services to individual and professional investors. It was a big success and Drexel backed me in the creation of Broad Street, a creative services agency. I spent ten years broadening our offering and expanding our clientele, assembling a team with the right research and strategy skills, and the expertise to deliver programs that integrate events, videos, web and social media, design & branding as well as learning and performance improvement programs to achieve results for clients. In 2001, I sold Broad Street to UK-based Incepta. I exited in 2004 and after a few months of rest, began to think about a ‘next generation,’ company. In 2005 I launched it: Dreyfuss ICG, an integrated communications agency.


     
     

 

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