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Erica Baccus, Research
Director
Erica Baccus began her career in the high tech industry by
launching the 3 1/2” floppy disk as the worldwide advertising
manager of Verbatim in 1982. She then worked for the largest
independent high tech ad agency west of the Mississippi by
helping start-ups like Maxtor and Adaptec build their first
advertising campaigns. Later, Erica moved to high tech publishing,
first as the Marketing Director for InfoWorld and then as
VP Marketing for IDG (International Data Group), the world’s
largest high-tech publishing company. There she launched the
industry’s first formal study about how technology products
are purchased with Buying IT in the 90s. She was VP Strategic
Planning & Research at At Foote, Cone & Belding Technology
Group from 1993 – 1996.
Erica now runs Baccus Research, a research firm specializing
in high tech, with a special focus on branding issues including
user interface.
Erica received her BS from Indiana University.
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