Wingspan takes flight

Cardona, Mercedes M.
November 1999
Advertising Age;11/1/1999 Supplement Interactive, Vol. 70, p46
Trade Publication
This article profiles Michael Cleary, executive VP of Internet marketing for online bank WingspanBank.com. Before taking the top Wingspan marketing post in July 1999, he was president of Smarte Carte, which manages airport luggage carts, after leaving the top marketing spot at baseball card marketer Pinnacle Brands. While the clientele is mainly early adopters of technology, Cleary says the value proposition will evolve over time to compete against traditional institutions. Right now, he says, Wingspan is working on projects focused on the customer experience online to create new customer messages. For someone from a package-goods background, where it takes six to nine months to get a product to market, the entrepreneurial spirit of an online business is exhilirating, says Cleary.


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