Excite Inc. named Fred
Siegel as senior vice-president, marketing. He will lead Excite’s marketing
and brand campaign in the next phase of consumer adoption of the Internet, the
company said.
Formerly senior vice president of marketing at QVC, Siegel, 45, took the QVC
brand from its No. 2 position in televised shopping to make it the world
leader in electronic commerce–from approximately $1 billion in annual
revenues to over $2.4 Billion in 1998, Excite said.
“At QVC, Fred mixed brand, event and direct
marketing to sell it all to the consumer,” said George Bell, CEO of Excite.
“He not only has an understanding of
traditional brand-building, but a clear understanding of how to integrate
electronic commerce and branding in the real-world to build a loyal
consumer–and this is exactly what we need at this point in our brand
growth.”
Siegel’s responsibilities will include the strategic development and
implementation of all marketing, advertising, promotional and public relations
campaigns for the Excite and WebCrawler brands.
Prior to his role at QVC, Siegel served as executive vice president and
executive creative director at Ketchum Advertising. Before joining Ketchum, he
was senior vice-president, group creative director at the McCann-Erickson
agency in New York City.
