He will strengthen Mindset's brand presence within the media industry, developing and selling Segment-of-One zip+4 and household-level targeting products and services that support established and emerging communications technologies such as integrated print and online publishers, television networks, cable companies, wireless carriers, search engines and consumer portals. Giarraputo will open an East Coast office for the Scottsdale-based company.
Mindset offers pharmaceutical and related health-care companies a revolutionary approach to personalize direct-to-patient marketing solutions by combining its precise zip+4 and individual household targeting platforms with sophisticated mathematical algorithms to develop highly effective Segment-of-One strategies that enable individualized tracking, understanding of and responding to customer behavior.
Giarraputo joins Mindset following 17 years as media director for the Johnson & Johnson Global Marketing Group, where he directed the company's significant media investments, led strategic multimedia planning for all corporate initiatives and was responsible for projects such as the selection, integrated marketing and communications planning for the Emmy®-award winning "Johnson & Johnson Spotlight Presentation" movie series for television.
Giarraputo's experience also includes positions as media planner and supervisor with Jordan, McGrath, Case & Taylor for clients Quaker Oats Company and Glaxo-SmithKline, and BBDO Worldwide for clients GE and PepsiCo. During his 23 years in marketing, Giarraputo has been honored with numerous awards, including the Stars of Madison Avenue Award for the Johnson & Johnson Corporate Campaign from The Advertising Club, and an Advanced Media Technology Emmy®-awards nomination for "Outstanding Achievement in Advanced Media Technology for the Enhancement of Original Television Content."