Ready State Names Elaine Choi Marketing Partner

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Digital marketer brings extensive consumer brand experience to growing agency.

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Positioning the account management team as merely the client voice and liaison is too one-sided for today’s market and, more often than not, a polarizing structure.

Ready State, a marketing agency pioneering a lean, transparent, and collaborative approach, announced this week that it has named Elaine Choi to be its newest marketing partner. Choi will lead the Intel and HP accounts, helping the growing agency build out its account practice—a practice that's already getting noticed for its non-traditional approach.

“Ready State’s account team is made up of people with client-side backgrounds and varied skillsets who act as active participants in the journey of a project—a structure that empowers the account team to be true partners with their clients and not simply order takers,” says Choi. “Positioning the account management team as merely the client voice and liaison is too one-sided for today’s market and, more often than not, a polarizing structure.”

An ad industry veteran with stints at Blitz, JWT, and Atmosphere under her belt, Choi most recently was director of marketing at The Cheesecake Factory. There, she drove successful digital and social marketing campaigns while managing the development of the brand. She worked closely with numerous marquee brands in the past including Starbucks, FX Networks, Clearwire and Naked Juice.

“We’re really excited to have Elaine join Ready State as our newest marketing partner,” said Steven Wong, head of account services. “Coming from the client side, Elaine focuses on getting business results over following a marketing checklist.”

With over 10 years in client services, digital marketing, production and brand strategy, Choi comes to her new position with a wealth of industry knowledge. Her work developing branded content at MTV Networks, in particular, makes her a perfect fit for Ready State, which prides itself in its ability to provide exceptional content for marketers.

Choi is the latest notable hire at the agency. Last month, Ready State announced the hire of content director Derek Slater, former editor in chief of FierceMarkets’ Enterprise IT and Finance publications.

About Ready State
Ready State was founded to provide marketing services that meet the needs of modern marketers. Today, the company is made up of strategists, creatives, designers, and journalists. The result is a new kind of agency that combines these disciplines in unlikely ways to create things that work for companies and customers. Ready State works with clients including Google, Intel and HP, as well as a variety of startups. Ready State has offices in San Francisco and Palo Alto. http://www.readystate.com

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Ryan Owens
Ready State
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