Media Spotlight: Colleen Winterling, Media Buyer

ColleenEditor’s note: “Media Spotlight” is an ongoing series where we interview the wide range of professionals that make up our growing office. From the traditional media planners to our digital buyers, you’ll gain insight into the many levels that make up Media Works Ltd. This week we interview Media Buyer, Colleen Winterling.

Q: How long have you been working in media/ advertising?

I’ve been working in media for about 5 1/2 years. I started at a smaller agency, and then came to media works about 3 years ago.

Q: Can you describe a day in your life at Media Works?

In one word-unpredictable. We have lots of responsibilities and things are constantly changing. A day that starts out calmly may turn into a fire drill when suddenly a new buy comes across our desk that needs to start in a few days. Generally, my days are a combination of working on buys and plans, responding to emails and phone calls, and keeping on top of all my accounts.

Q: What are some of the challenges of your position?

One of the big challenges is keeping up with an ever-changing industry. The media world is constantly changing and we need to know what’s going on so that we can deliver the best options for the client. As quickly as the internet, social media, and technology evolve, so does the way we can reach and target consumers.

Q: Can you name a recent campaign/ commercial that you would’ve done differently?

I like the Esurance campaigns they’ve done with the voice of “Jim” from The Office. I feel like they’ve just executed the “cross platform” approach. I would hear and see those ads all over my Pandora, and then all over the TV, too. I felt like that campaign just really reached me, multiple times, in multiple ways. If high frequency was a goal of that campaign, they definitely achieved it with me!

Q: What advice would you offer to someone looking to get into the advertising industry?

I think I would tell them to try to learn about the different sides of the industry-through internships, classes, and networking. There are a lot of different jobs within advertising and they all suit different people, from working on creative, to sales, to media research, and of course planning and buying.


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