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Eduardo Braniff CEO-Creative Director

Aspiring to be "The McKinsey & Co. of Creativity."

An Interview with Eduardo Braniff, CEO/Creative Director, Imagination USA

Eduardo Braniff

I had the pleasure of meeting Eduardo at the Future Marketing Summit earlier this year, and finally our schedules allowed for this Cool Careers podcast. (Please read more for additional show notes and links). One of the most exciting concepts at the event were a series of presentations made by VCU Adcenter students - introducing several of the panel sessions. One of the take-aways from the student's presentations: Disruptive advertising is dead. Period. According to Eduardo, "disruptive advertising should be dead."

Eduardo participated in a panel discussion on Design at the Future Marketing Summit, moderated by Calle Sjonell, Group Creative Director, Fallon - Other panelists: Daljit Singh, Executive Creative Director and founding partner of Digit; Victor Newman, founder, Freestyle Creative, and Nicholas Utton, CMO of E-Trade. The theme of this year's Summit was Integration, which has "long been seen as the holy grail of marketing communication but has rarely lived up to its own ambitions."

This A-List of creatives assessed the "opportunities, the issues, and the methods for agencies and client marketing teams to further engage with design and ensure its role as an integral part of all marketing communications strategies." The Imagination Group, pioneers of the "Brand Experience" has leveraged design to create one-of-a-kind high tech, high touch, highly immersive spaces. Example: The 10,000 square-foot Samsung Experience showroom in Manhattan, with 300 products, including next-generation gear like computers controlled by hand gestures, which can give you the feeling you've stepped into a real Second Life 3D environment. And guess what? This showroom is just for show. There are no check-out lanes because you can't buy anything. How cool is that?

2 Minutes with Eduardo:

27 Min :

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Before joining Imagination, Eduardo spent two years as an independent feature-film producer. He also spent six years at MTV in charge of its international syndication arm. While there he also expanded MTV Books, to become an imprint dedicated to publishing first-time fiction and non-fiction authors.
Eduardo is actively involved in the arts in New York and Los Angeles having served as Chair of the junior board of the Whitney Museum of American Art and now on various arts and charity boards in Los Angeles.

About Imagination
Imagination helps companies connect with their customers, employees, partners and shareholders through the design and construction of fixed facilities, internal and external communications programs and one-off events. With in-house strategic, creative and production talent, including architecture, graphic design, lighting, film direction, editing and scriptwriting, the company has completed projects ranging from culture-change seminars, to museum and retail design, trade show exhibits and both financial and sales road shows.

Some of Imagination USA's projects include the Samsung Experience, NYC; Ford Motor Company's Annual Spring Dealer meeting; JetBlue's internal marketing meeting and Company wide brand film; Bell Canada Enterprise's annual share owners' and analysts' meetings; Coca-Cola's annual share owners' meeting at Madison Square Garden, NYC; and NASDAQ's daily market open ceremonies.

Imagination (USA) Inc is a wholly owned subsidiary of The Imagination Group, a privately held company headquartered in London, England. The Imagination Group is comprised of Imagination Ltd., Imagination (GIC) Ltd., a leading force in investor communications, Imagination Entertainments Ltd., The Company's theatrical production team, Virgile & Stone Associates, Imagination's retail and leisure design arm and Imagination (USA) Inc, The Company's North American operation.

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