Digital Advertising Innovator EDO Interactive Names Rishad Tobaccowala, Bob Thacker and Kim McKesson as Strategic Advisors

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As members of a newly created advisory board, Tobaccowala, Thacker and McKesson will be evangelists for EDO’s Prewards performance marketing platform. The trio will help educate the marketing and advertising community on the role of card-connected offers in the marketing mix and provide strategic thinking and crucial marketer feedback to fuel product development efforts.

EDO Interactive (, a leader in digital advertising solutions leveraging everyday payment networks to connect brands with consumers, has named marketing innovators Rishad Tobaccowala, Bob Thacker and Kim McKesson to its newly created advisory board.

EDO’s Prewards® platform enables advertisers to offer digital deals and incentives that consumers can redeem by using their existing credit, debit or prepaid cards from participating financial institutions. To date, EDO has signed contractual arrangements with financial institutions having an aggregate reach of over 100 million cardholders. Consumers holding cards from financial institutions across the United States already have redeemed Prewards® from top brands such as Sur La Table, Barnes and Noble, iTunes, PetSmart, Subway, Kroger and Dick’s Sporting Goods.

“EDO brings great innovation to the offers and incentives market,” said Tobaccowala. He notes: “They have a unique team that understands the intersection of payment and advertising technologies and they are well-positioned to address merchant pain points, including deal relevance and ease of redemption." Tobaccowala, a world-class expert on advertising and branding in the digital and social media space, also serves as Chief Strategy and Innovation officer on VivaKi’s executive management board.

Thacker, who is currently executive director of Adopt-A-Classroom, a non-profit organization devoted to helping teachers, brings deep marketing and advertising expertise gleaned from senior executive roles at retail giants OfficeMax, Sears Roebuck & Co. and Target as well as ad agency BBDO. He says, "I am incredibly impressed with EDO’s vision and what it has to offer the advertising and marketing community. The volume and depth of customer data EDO offers provides marketers with an incredible array of insights and ensures all promotional touches are both personalized and relevant.”

Contributing her deep retail and branding experience is former Home Depot marketing and merchandising executive, Kim McKesson. She said, "EDO's technology solves a real problem for merchants by digitizing offer content and connecting a brand's deal to a bank payment card. This program can also scale very quickly since EDO's technology doesn’t ask the merchant to upgrade the POS or change their store operations." McKesson currently is a member of search industry leader Spencer Stuart’s global consumer goods practice and specializes in the retail, apparel and luxury goods sectors.

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