CLIENT & AD AGENCY RECOMMENDATION LETTERS Tyler Schaeffer Page 1
02/15/2009 10:31 PM
To: Tyler Schaeffer/MindShare/NewYork/
Subject: Re: AMEX / Mindshare account leadership change
Chairman - North America
Ogilvy & Mather Worldwide, New York
Office: +1-212-237 7415
Fax: +1-212-237 7481
Cell: +1-917-370 9989
Chairman - North America
Ogilvy & Mather Worldwide, New York
Office: +1-212-237 7415
Fax: +1-212-237 7481
Cell: +1-917-370 9989
You turned around the Mindshare/Amex relationship
at a very low moment.
You also could not have been a better partner to all of
the agencies, but especially us.
What's next for you? Please stay in touch. Very best ...
and deepest thanks always,
MEDIAAGENCY RECOMMENDATION LETTER Tyler Schaeffer Page 2
October 27, 2011
To Whom It May Concern,
I worked with Tyler Schaeffer for three years when I was President, CEO
of Mindshare NA. During that time Tyler ran the American Express account
for Mindshare responsible for both Domestic and International aspects of the
assignment. He interfaced directly with John Hayes Chief Marketing Ofﬁcer
for Amex, Nancy Smith who guided the media efforts and the individuals
responsible for the brands at the company.
Tyler did an excellent job demonstrating leadership, creativity, and
understanding of Amex’s business and the needs of their different business
units and a work ethic that is second to none. He developed creative media
plans and ideas when challenged by the client to constantly do it differently
tomorrow than they did today. He brought energy, insights, and a wonderful
attitude to his internal team as well as to the clients.
I think that Tyler can be a valuable addition to an organization bringing
knowledge, energy and a positive attitude to work every day.
Media Solutions LLC
MEDIA COMPANY RECOMMENDATION LETTER Tyler Schaeffer Page 3
30 Rockefeller Plaza
New York, New York 10112
A Division of
Gary E. Freilich
Senior Vice President
Wednesday, October 5, 2011
I’m writing you this letter on behalf of Tyler Schaeffer.
I’m asked to write letters of support a fair amount. On occasion, I politely decline
because at the end of the day, if I write a letter of support for a sub par candidate, it
could be a poor reflection on my company and me.
No such problem with Tyler. I’m only too happy to wax on poetic about this guy.
I first met Tyler when he was managing the Samsung US account at Foote Cone &
Belding. Samsung at this point was more of a bit player in the US market with designs
on tackling Sony. Tyler had heard about my group at NBC; the Strategic partnership
Group and quickly realized that to make good on his growth charge from his client, he’d
need to come up with something BIG. I’m glad he brought us in.
I’ve noticed that in his portfolio, he includes reference to a quote that appeared in the GE
Annual Report that then NBC Network President Randy Falco made about our Samsung
relationship. Out of humility, I’m told that to others he credits both of us for the overall
deal. That’s not really true. That project; big enough to warrant mention in the annual
report of the sixth largest company in America was not only Tyler’s idea, creation and
strategic execution, but the blueprint for it’s success, which jump started Samsungs
accession to the consumer electronics top and has been copied by other groups within
NBC and many other networks. Key elements of the partnership he created between
Samsung and NBC are so strong and so good for BOTH companies, they remain in
place today. Beyond that, as I followed Tyler’s movement to Mindshare, I know from my
colleagues around NBC that his strategic marketing and media innovations continued
with various consumer and business oriented NBCU properties, including several
projects for American Express that I recommended to my colleagues here that they call
Tyler; he just “gets it.”
My point is that while the term ‘strategic marketer’ has become a bit of a cliché these
days, Tyler Schaeffer embodies it. I come across a lot of media buyers in my work. I’d
say easily dozens per year. Mostly spots and dots kind of folks. Tyler Schaeffer is a
strategist and negotiator of the finest kind. He is a believer in “it’s possible for there to be
two winners in every negotiation.” Because of his expertise, but more importantly, his
overall positive outlook and can-do demeanor – people enjoy doing business with him.
He’s a tough but fair negotiator. I’d do business with him wherever he goes.
Please feel free to call me with any questions about his candidacy.
CLIENT RECOMMENDATION LETTER Tyler Schaeffer Page 4
From: Peter Weedfald [Peter@GenOneVentures.com]
Sent: Monday, October 03, 2011 11:08 AM
Subject: Tyler Schaeffer...
I am writing to you this morning to highly recommend a special colleague of mine, one I
have worked with for two decades. I have humbly attached my BIO for your review to
add value to my personal recommendation for Tyler based upon my executive sales and
CMO roles. I most recently worked with Tyler when I was Samsung Electronics SVP,
Sales and Marketing for North America.
During my years at the Ziff Davis Publishing company I and my team called on Tyler at
Foot, Cone and Belding to drive mutual opportunities for our magazines, for Tyler’s
various customers he lead and matured through a highly competitive PC marketplace.
We met hundreds of media and advertising leaders as part of our sales and marketing
responsibilities. We juxtaposed one media Director to another across the country
informally and consensus was always that Tyler Schaffer was the most professional,
urbane media and marketing leader we knew, one who stood and delivered heads above
all others. Tyler, refulgent and sharp, knew our business as well as his clients business
as well as just how to build a best of breed marketing and advertising plan that worked
competitively, again and again.
I also worked with Tyler while he led new ventures and opportunities at Mindshare. I
believe Tyler’s greatest strengths are first and foremost his business judgment coupled
with his smart critical thinking all wrapped into his creative energy to find the best, most
relevant way to enter a market, to become a Spartan, standout market leader.
I highly recommend Tyler as a senior leader on your team. Mostly, I appreciate your
generous review and consideration of my words for Tyler. Wishing you continued and
accelerated success and I look forward to your market strength and share growth…
through your leadership, through your formidable new team members…
P: + 973-303-0075
> Peter Weedfald is President of Gen One Ventures. The company works non-
exclusively and directly for GE (General Electric) providing sales, marketing, operations,
product management and retail channel consulting insights across GE Licensing’s family
of business partners.
> In 2006 Mr. Weedfald served as SVP, Chief Marketing Officer, a section 16 Officer
of Circuit City Corporation leading a team of 275 marketing and digital professionals.
> From 2001 through 2006 Peter lead a team of over 400 people as SVP of Sales and
Marketing in North America for Samsung Electronics.
> Prior to joining Samsung Mr. Weedfald, from 1998 to 2001 was SVP of global
marketing and EVP, GMM of Internet Appliances for the ViewSonic Corporation.
> Prior to joining ViewSonic, Peter served for ten years in various executive VP,
Publisher sales and marketing positions at Ziff-Davis Publishing and Ziff Davis e-
Commerce including executive Publishing oversight across such leadership titles as PC
Magazine, Computer Shopper, MacUser and Windows Sources magazines & web sites.
MEDIA COMPANY RECOMMENDATION LETTER Tyler Schaeffer Page 5
Rob Gregory Rob.Gregory@NewsweekDailyBeast.com
Subject: !Professional Recommendation for Tyler Schaeffer
Date: !October 5, 2011 8:50:55 AM EDT
Rob Gregory of Newsweek Daily Beast here.
I'd like to serve as a professional reference for Tyler Schaeffer.
Tyler and I have worked together on a number of campaigns and projects, going back
about 20 years, involving the major brands that Tyler handled, and media properties I
have been fortunate to be associated with, including Scientiﬁc American, Gourmet
Magazine, Rolling Stone and The Plum TV Network.
I consider Tyler to be at the very top of the "food chain" of marketing and media pro's.
Here are a few reasons why:
-Tyler immerses himself in what's new and innovative-- hugely important now, for
-He's very creative when it comes to original branded content, unique ideas, bespoke
campaigns, and the like.
-He almost literally takes on the positioning and branding persona of his clients, which
results in very accurate representation of objectives and strategies to media partners,
which in turn results in campaigns that are on-message and very effective.
-He is able to handle complexity, the increasingly quantitative elements of advertising
and media, and a massive amount of workﬂow. He is cool under pressure, and never
loses sight of his client's best interests.
-He has a positive outlook on the business and on life, which makes him a person that's
a delight to work with, and brings out the best in media partnerships, and in people.
Please let me know if I can help further, or expand on any of these points. Tyler would
be a terriﬁc hire for you.
The Newsweek Daily Beast Company
555 West 18th Street
New York, NY 10011
212 524 8880 Cell 646 342 8937
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Tyler Schaeffer Page 6
Tyler Schaeffer’s keynote speech on ‘Global Digital Marketing Trends’ at
American Business Media’s (ABM) annual worldwide conference in May 2009
May 3-6, 2009
“Innovation is Key to Success in Today's Marketing Environment”
“The marketing challenge is doing more with less," Tyler Schaeffer began in his keynote
address, kicking off American Business Media's first-ever Global B-to-B Day on Sunday, May
3, in Amelia Island, FL. "It's about innovation and customers' priorities. For clients in today’s
economy, it's about frugality over frivolity. Spend less, cut costs, and think maintenance versus
Schaeffer (pictured), Managing Director of Global Client Leadership at MindShare Worldwide,
addressed an audience of over 100 business-to-business media company senior executives from
around the world on global marketing trends to move your business forward and make money
in a down economy. The challenge for media companies, he said, is creating marketing
innovations that drive business results.
He stressed that the media industry needs to counteract the current economic environment with
innovation, by polling and informing customers, focusing on a few big bets that really matter,
resizing your products and aligning with key partners. Media companies need to focus on
making their brand be the most valued in its category and be a strategic, consultative business
partner for their clients.
Schaeffer also discussed the various opportunities in digital media, including the need to
develop a "digital attitude," which will help drive the platforms you use to present your brand
and why you use them. His "seven digital media trends" (addressable, portable, searchable,
social, interactive, transactional and everywhere) can be used to shape this attitude, with
social media at the top of the list as the most important trend for positioning your brand.
Additionally, he added that content is still king and should enhance your message, leading to
relevant distribution channels. "It's all about the right message, target and channels at the right
time," Schaeffer concluded. "It's not about platforms, but about ideas driven by consumer
* * * * *
AD AGENCY RECOMMENDATION LETTER Tyler Schaeffer Page 7
INNOVATIONS EXAMPLES Tyler Schaeffer Page 8
Tyler Schaeffer managed this successful Samsung Brand & Product marketing and media
partnership with Warner Bros.’ Matrix Reloaded movie launch globally, in over 20
markets, yielding benefits, including:
• Optimized Samsung’s Brand, Product and Sponsorship investments across channels
and disciplines through holistic negotiations with Samsung global and regional clients
and Warner Bros. marketing teams -- reducing and combining both Warner’s Bros.’
promotional media and “tent pole” sponsorship fees so that Samsung’s existing
Brand/Product media budget was able to cover both.
• Integrated creative messaging & media plans that enhanced Samsung’s stylish and
technologically sophisticated Brand imagery while generating demand for Samsung’s
products at retailers and online -- and promoting movie attendance.
• Leveraged Samsung’s development and “streeting” of unique and exclusive novelty
Matrix phone during negotiations with Warner Bros., and through messaging and
media communications with retailers and consumers.
INNOVATIONS EXAMPLES Tyler Schaeffer Page 9
Tyler Schaeffer initiated and managed unique and exclusive marketing and
communications partnerships in 2003-2004 that enabled Samsung’s business and brand to
• NBC Olympics sponsorships and GE products marketing partnership relationships
• CNN Elections sponsorships and products marketing partnership relationships
• MTV TV Networks and Online platforms marketing sponsorships
• YES Networks & Yankees sponsorships and products marketing partnerships
INNOVATIONS EXAMPLES Tyler Schaeffer Page 10
Tyler Schaeffer initiated and managed this unique and exclusive marketing and
communications partnership with Samsung’s Global and U.S. CMO’s and NBC’s
Strategic Alliance Group yielding benefits, including:
• Transformed Samsung’s Olympic media sponsorship from only a modest local Spot
TV buy to a dominant, integrated sponsorship with National Network TV, Cable TV
and first-ever Web and Wireless Olympic content and platforms.
• Enabled Samsung access to GE’s premier scientific and engineering expertise,
sharing of new techniques and technologies, and collaboration on new product
development projects across multiple business units.
• Created extensive Samsung/GE procurement deals, including: jet aircraft engines,
light bulbs for factories, plastics polymers for PC casings, flat panel TV screens,
audio visual equipment, wireless phones, etc.