Robert Gabsa has over 16 years of experience in integrated experiential marketing and promotions, agency management, business development and client services. His expertise resides in combining insight driven strategy with tactical innovation to create meaningful and relevant brand involvement. His primary background is in experiential marketing (methodology development and application across multiple disciplines, strategy, design and execution), event marketing (sponsorships/activation), lifestyle marketing, sports and entertainment, non-traditional/alternative marketing and retail activation.
Currently, as a VP for Euro RSCG, Robert’s day to day role is to consult and guide clients with insight driven experiential marketing strategies, collaborating with internal creative, planning and operations on program architecture and execution to ensure that vision becomes reality. Euro RSCG is a leading global marketing and communications company (2007 Promo Rank #8; 2006 Ad Age Global Agency of the Year) with focus on advertising, experiential marketing, event marketing (sponsorships & activation), sports & entertainment marketing, public relations, healthcare marketing, interactive/digital, direct marketing, DRTV, and holds the nation's largest proprietary place-based media and lifestage marketing networks.
Prior to joining Euro, Gabsa held senior management positions at various top tier Promo 100 agencies. Early in his career he was highly instrumental in growing one of the longest running experiential marketing agencies in the country (Innova Marketing has been in business since 1982) from a staff of 6 to that of 60 in 3 short years as the agency’s Executive Vice President. After a decade of designing and overseeing programs for a list of clients that include P&G, Coca-Cola, Masterfoods/M&M Mars, Kellogg’s, Cadbury Schweppes, Ocean Spray, Food Network, HGTV, and J&J/Merck, he took on the lead role of developing and growing the Experiential Marketing and Promotions practice at Campaigners as the head of that SBU. There, he developed innovative experiential campaigns for clients that included Microsoft, iOmega and Heineken. His final step before taking his current post at Euro was as a Senior Marketing Director at EMAK Worldwide, one of the nations leading integrated marketing and promotions organizations with clients that include Burger King, Nestle, Macy’s, Kellogg’s, P&G, Miller and Kraft.
Robert’s guiding philosophy for Experiential Marketing:
“Having a feature and benefit experience with a brand doesn’t accomplish or constitute experiential anything. You can ‘experience’ a brand by walking through its doors, tasting it, driving it, wearing it, etc. Even a very good experience with a brand on this level will not necessarily translate into long-term loyalty and positive purchase behavior. What a product can do for you is what so many short-sighted brands continue to market. But the remaining champions who have decided to market how the brand enhances your lifestyle via sensory and emotional brand immersion, are those marketers whose brands will become giants and move from ‘like’ in a consumer’s mind, to ‘love” in the consumer’s heart (thanks Mr. Roberts!)
Having an experience with a brand… one that is impactful, memorable and emotionally sticky… is seamless, occurs at all touch points and is embodied in various marketing and communications mediums will be the difference in the long-term growth and existence of the brand itself.”
Robert holds undergraduate degrees in both Marketing and Finance from California State University, Long Beach and an MBA from the Carlson School of Management at the University of Minnesota. He is available for professional seminars and workshops, is an accomplished speaker and graduate level academic guest lecturer. Originally from Redondo Beach, California, Robert now lives the dream and experiences life with his wife and two children in Atlanta, Georgia. |
