NORWOOD, MA: Experiential marketing agency Cramer has hired Lindsay Nie to fill its newly created position of head of creative technology, the firm said this week.
Leading her teams, Nie will work to find ways for clients to engage customers through "next-generation interactivity," the firm said in a statement. The scope of her work will include events, conferences, activations, community and advocacy programs, and campaigns.
Agency SVP of solutions Brent Turner said Nie’s work will combine mixed and virtual reality, connected devices, and traditional digital media like websites and mobile applications. The firm created the position because it needed someone who can experiment with new technologies and projects.
"I’ve always been someone who likes to stay on the cutting edge of tech, and I’ve always been a creative person," Nie said. "Now I’m in a role where I can do all that and make things happen for people."
Turner said Cramer anticipates more opportunities to present themselves as gear and gadgets for
mixed reality emerges, customers express interest, and clients create content for them. He cited the 360-degree videos available on YouTube and Facebook as examples.
"The playbook hasn’t been written yet," Turner said. "We’re trying to help our clients in the industry write the playbook."
Nie added that the firm wants to create a purpose for smart devices beyond the wow factor. The technology Nie specializes in could also have benefits for companies internally, such as using virtual reality as a training tool.
"What we want to do is utilize all smart devices and create a purpose," Nie said.
Cramer was formed in the early 1980s as a company selling and shooting content. Eventually, it was offered work editing advertisements and hosting events, transitioning into a brand experience agency. It has worked with brands including Walmart, IBM, Covidien, and UPS, according to its website.
Previously, Nie held positions at digital firms including Sapient and Digitas.