Pat Dunbar, Founder and CEODiMAS Group’s focus is assisting companies in building new media advertising based businesses. Begun in 2002, the company has developed a variety of programs to assist in the transformation of traditional advertising to the digital era of advanced platforms including on-demand, broadband, and DVRs.
In today’s world, marketers must identify the platforms their customers are using; create campaigns that can span this range of platforms while engaging customers in ways they are willing to be engaged; and then deploy the campaigns. Unfortunately they are still encumbered by outdated, stand alone distribution and measurement technologies. DiMAS Group’s programs and outreach have been addressing these issues in a variety of ways.
Pat is a recognized leader in the world of advertising and New Media, with twenty years experience in the development, marketing and management of online/internet/advanced television services both as a consultant and as an executive at Fortune 100 firms. She combines a deep knowledge of user behaviors and needs, marketing strategies, and a strong technology background with a deep understanding of the leverage points of marketing, advertising and technology. She brings a unique combination of high-level perspective and attention to execution detail.
She co-founded the DiMA Group in 2002, now the DiMAS (Digital Media and Advertising Strategy) Group. Its first project was the ground-breaking DiMAS 1.0 Report, published in March 2003, which reflects the results of interviews with over 35 companies on behalf of the sponsoring advertisers (Best, Buy, DaimlerChrysler and Kraft Foods). It was through this project that Ms. Dunbar received the feedback from participants which lead her and her DiMA colleagues to form the ID!A Program (Innovations in Digital Advertising), a cross industry working group addressing issues in On Demand television.
Prior to co-founding the DiMAS Group, she served as Senior Vice President at Ford Financial, and Vice President for Electronic Commerce for GMAC. It was at GM that she created the award-winning, definitive online financing site. She was also instrumental in the launch of a dealer to dealer auction service that sold over $1B in vehicles in its first year. Other corporate work included NBC, HBO, and Bank of America where she created the first online banking service, which was launched commercially in 1983, with a pioneering integrated marketing campaign, including online signup, demo accounts, and coordinated print, press and direct mail.
For fifteen years Ms. Dunbar ran her own consulting practice, Pat Dunbar & Associates, which specialized in the development and implementation of digital strategies. The firm's consulting clients included GMAC; Oracle, where she was Executive Producer of the first annual report on CD-ROM; McCaw Cellular, where she co-authored a Pioneer Preference Application on Digital Data; Microsoft; Pacific Bell; AT&T; Apple; Bell Atlantic; and Bell Canada. In 1988 she co-facilitated and authored the Gateway 2000 Project - an industry initiative that addressed roadblocks to the emerging online industry.
Pat Dunbar earned her undergraduate and graduate degrees from Northwestern University. She is a frequent speaker at media forums and an oft quoted industry expert.
