We’re excited to announce that Blue Fountain Media has hired Yoni Ben-Yehuda as Chief Marketing Officer, effective immediately. Yoni joins us as a key member of the agency’s executive team and will oversee Blue Fountain Media’s marketing and strategy departments. A leader in identifying and instigating growth, Yoni’s expertise will guide strategy, and support company growth and operation initiatives. Recently inducted into the prestigious CMO Club™, he joins Blue Fountain Media with more than 10 years of marketing experience across multiple industries, including healthcare information technology, and entertainment.
Most recently CMO at medCPU, Yoni helped position the company as an industry leader in clinical decision support. During his tenure, medCPU was named one of the "Best Entrepreneurial Companies in America" by Entrepreneur Magazine's e360 Performance Index. Yoni also previously worked closely with Blue Fountain Media to enhance medCPU’s website, which received the Interactive Media Council’s 2015 award for “Best Website in Healthcare.”
As Yoni prepares to take the wheel at BFM, we sat down with him to learn a little about his vision, interests, and outlook for 2016.
What attracted you to the marketing industry?
The marketing industry is an interesting platform because you have the ability to influence every major industry with the positioning of brands. I love the idea that you can take an incredible product and get it into the hands of a consumer with meaningful marketing, and conversely, you can take a not great product and use marketing to completely position it in a very meaningful way. It’s interesting to see how marketing can frame a brand.
What’s a current example of a company you think is kicking goals marketing wise?
Taco Bell! They have an incredibly robust understanding of their segment, and as far as marketing tactics, that’s always one of the places to start – truly understand your target. From that foundation they have built a very interactive social media experience, for example, their Twitter team has a great sense of humor and is always responding. Their content calendar isn’t just pushing their product, it’s extremely relevant, topical and funny - pairing that with their marketing campaigns, both online and offline has proven very effective for them.
What’s the first thing you do when you wake up in the morning?
I have a cup of coffee, and look at Instagram.
Speaking of Instagram, what’s your favorite Instagram account?
@watchanish. They have the incredible ability to have a huge influence on the industry, while still maintaining their own brand identity.
Where or how do you seek creative inspiration?
This is a bit trite, but I seek creative inspiration in everything! I often fast forward shows to watch the commercials, and I’m a magazine article junkie. I seek inspiration in marketing, what is the product versus how is it positioned - I keep going to that in everything I see. Marketing has an effect on everything; it goes back to this idea that if you can sell water in a plastic bottle, then you can market anything. I also draw a lot of inspiration in failed marketing tactics; I like to see where people went wrong and do a root cause analysis. From that you can figure out what works and what doesn’t.
What are some tactics you use when you’re creatively stuck in a rut?
Honestly, I rarely get into ruts. I try to be open to things around me most of the time. The creative process is a very amorphous concept, and you should allow yourself to ingest as much information as possible. As long as you’re receptive to the industry and trends, I find it difficult to get into a rut. There is so much inspiration from the agencies and industries right now, and in marketing that really is very exciting.
Who outside of your field inspires you most and why?
I draw inspiration from industries, rather than from people. Outside of marketing? The entertainment industry. They have to walk a fine line between taking on these giant projects that often assume a great amount of risk, and finding interesting ways to get their segment excited. How does a company like Fox pitch a very small budget movie and get it to have great success? They incorporate great products with great marketing.
In your opinion, what is the strongest digital marketing channel and why?
I don’t think there is one; I feel that each company has a specific set of needs, where different marketing channels will be most optimized. I think it really does depend on the vertical as well as the individual company.
What about your job would surprise people the most?
One of the great differentiators at BFM is how highly collaborative the marketing strategy and campaign process is. We all work together to build meaningful strategies and marketing campaigns for our clients. We set ourselves apart by being able to show significant ROI for our clients and take great pride in that. I think people outside of the BFM family would be surprised to know how collaborative the process actually is. The best idea wins, no matter who it comes from! And most often, it comes from one of my team members before it comes from me!
To learn more about the Blue Fountain Media team, head to our About Us page.