Pittsburgh, October 5, 2004—The company Scott Pipitone began in the attic of his Observatory Hill home now occupies 12,000-plus square feet of office space in that same neighborhood and it has a new name. Scott Pipitone Design is now the Pipitone Group (www.pipitonegroup.com) and has, as its tagline denotes, staked its claim in Pittsburgh on “channel marketing by design.”
“Because of clients’ changing needs and through acquisition of varied and seasoned talent over the last five years, our group has been able to offer a full range of marketing services, including strategic planning, design, marketing technologies and public relations,” said Pipitone, president and chief creative officer. “Our new name recognizes the group’s growth, and channel marketing by design reflects how we go about making clients’ products and services unforgettable before they even reach the end user.” Before any product or service can be used or consumed, there are a variety of interdependent channels involved in getting it to the marketplace, including distributors, wholesalers, sales forces, retailers, e-commerce and more. By establishing and maintaining mutually-beneficial relationships with these various channels through strategic marketing programs and tools, the clients’ business goals are achieved as are those of each of its channel partners.
One client that has benefited from the Pipitone Group’s channel marketing by design is American General’s Independent Advisor Network, a successful startup that launched in 2004 within the world’s largest insurance company.
“American General had a gap in its distribution channel to the mass affluent consumer market,” said Dick Miller, president and CEO of AIG American General’s Independent Advisor Network. “Together with the Pipitone Group, our research and analysis validated that independent insurance-based financial advisors were the appropriate distribution channel to reach this market. What’s more, the innovative marketing programs and tools we developed helped this new AIG entity to not only recruit, but also to support this new channel.”
