Media Spotlight: VP Interactive, Cheryl Rogers Ill

Editor’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 VP Interactive, Cheryl Rogers Ill.

How long have you been working in media/ advertising?

 I have been in the media industry since 1994 where I started as a media assistant for a political media buying firm.   At the time, I had no media experience, but the owner hired me because I had been a server at a restaurant.  To him, that meant I had the ability to manage my time, work as a team and interface with clients.  And that was my start.  From there, I went to work for a few full service agencies.  Then, in 2008 I came to Media Works.

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

Since coming to Media Works, I have had the opportunity to work on many different categories from Healthcare, Automotive, Education and CPG.  While the majority of my responsibilities are research, planning and buying digital media, I have a strong background in traditional media.  I feel like this gives me the ability to see how both traditional and digital media work and how they can work together.  I’m so fortunate that I have been able to break into the digital space.  Digital media continues to grow.  Six years ago, we had to prove why clients should be in this space.  Now, some kind of digital media is always included.  The digital landscape is constantly changing and it is very exciting.

What are some of the challenges of your position?

One of the biggest changes is keeping up with the new media opportunities – a lot which stem from technology and data.  The next challenge is then trying to explain how this technology and data work together to reach their target audience.  In the digital space, it is more than just demographics.  With data and technology, an advertiser can reach a thirty year old woman with a 2 year old in the house and has an intent to purchase diapers.  Another challenge is mobile.  This space continues to provide our clients with an opportunity to reach their consumers, but we need to help them on how to do that and make is successful.  What works on the desktop does not necessarily work on a smartphone.

What’s your all-time favorite ad campaign? What made it special?

I wouldn’t say that I have an all-time favorite ad campaign.  And while many campaigns have a lot of legs to them that go across platforms, there are a few TV commercials that still make me laugh when I think of them.  One is the “Fishy-Fishy” TV spot that McDonald’s ran last year during Lent and the other one is the Geico “Hump-Day” commercial with the camel.  These commercials were silly and made me laugh.

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

I would recommend internships to figure out what you want to do.  There are some many different departments.  Then within the departments there could be many specializations.  Ask questions.  Volunteer if asked.  Work on new business if given the opportunity.

What’s something that no one knows about you?

I took piano lessons for many years.   I wish I had not given it up when I was a junior in high school.  My parents still have my piano.  Maybe one day I will pick it up again.


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