Author Archives: kdkeane

Media Spotlight: Katie Keane, Junior Media Buyer

Katie KeaneEditor’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 Junior Media Buyer, Katie Keane

How long have you been working in media/ advertising?

Media Works was my first job in media/advertising right out of college. Hard to believe I started almost 2 years ago! Before Media Works, I interned at three different agencies in the Baltimore area.

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

I know this has been said, but no two days at Media Works are the same – minus the coffee intake, of course. I think that is what makes our jobs so interesting. Some days I can be checking invoices, the next I can be putting buys together or doing research. I have recently taken on new roles, so a lot of my time lately has been learning about the new accounts/markets I am working in.

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

I don’t know if I could pick an ‘all-time favorite,’ but I definitely love the Allstate Mayhem commercials. I think it was so creative to give these potential accidents the personality of “Mayhem.” The comic relief definitely helps catch your attention, not to mention the actor is hilarious. I think the only downside is that the viewer may not remember which insurance company is the advertiser; even I had to Google it to write this!

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

My biggest piece of advice would be to do as many internships as possible, and attend as many networking events/fairs that you can find. I did two internships in college and one immediately after graduation. I did not love them all, but they helped me figure out exactly what I was interested and lead me to Media Works.



Crash Course in Social Media

This week, I had the opportunity to sit and learn from some of Baltimore’s social media gurus, thanks to the Baltimore Business Journal. On a personal level, I consider myself fluent in social media. When I told my sister I was attending this course she said, “Are you teaching it?” On a daily basis, you can find me on Facebook, Twitter, Instagram and Pinterest. However, on a professional level, I am only just starting to learn the in’s and out’s of social media and what it has to offer our clients. This year’s Crash Course featured local professionals from Planit, BBJ, Yelp! and of course Media Works! Each presenter covered different areas of social media, giving the audience a better understanding of what social media’s capabilities. Here are few insights I caught during the presentations:

BBJ Crash Course in Social Media   Planit: “Share Those Assets: Using Social Media at Live Events to Drive Engagement”

  • Make your events social! Use sites like EventBrite, which is a social community on its own and connect to Facebook and Twitter. This will allow your attendees to engage/interact with each other and build excitement for your event.
  • Bring the event to life – instant postings and live-tweeting during the event. Live-tweeting during events will allow your audience who could not attend the event feel like they are there.
  • Extend the event’s life – post pictures after the event. Once the event is over, keep the buzz and excitement going by engaging your audience and showing off the success.

Baltimore Business Journal: “How to Break News in a Digital World”

  • News consumption is increasing, because people are using social media to receive their news. The average person consumes news for about 70 minutes a day.
  • You do not need a link in each tweet to drive engagement. When you are breaking news, you don’t want to rush a story without accurate information. Your followers will still engage without the article.

Yelp!: “Beyond the Brick and Mortar – Tips to Personalize Your Business on Social Media and Make it Pop”

  •  Giving your brand a personality by having continuous dialogue with your audience through social media. Interact with your audience! They are taking the time to reach out to you, show some love back.
  • Commit to social media – do not just join and disappear, give it the effort to create relationships. You do not have to be on every outlet. Pick the channels that will best reach your audience and have a large presence.
  • Reputation management – take time to reply to not only the good but also the negative reviews, and make sure to be proud of your comments.


Media Works: “Social Contesting: Building Engagement Beyond the Like

  • Consider newer social media outlets like Instagram, Keek or Vine; don’t just stick with Facebook and Twitter. If you want to do a picture contest, Instagram may be a better outlet, since it is a photo-sharing medium.
  • Make your contest social! Add sharing capabilities for your contestants to show their friends/followers about your event. This will not only spread your contest organically but you may get more contestants who can do the same!

This, of course, is just a brief summary of these presentations. I cannot wait to try out some of the sites/ideas mentioned not only on a personal level, but now on a professional level. If you are interested in seeing more insight from this event, please check out #BBJCCSM on Twitter, to see what other attendees had to say!


Do you Shazam?

In previous posts, we’ve discussed the idea of TV viewers having “two screens.” We all seem to be attached to not only the television but also a mobile device, tablet, or computer. Some brands are starting to embrace this challenge and are creating ways to break through to TV viewers.

A recent trend in advertising, especially during Super Bowl commercials and upcoming Oscars, involved several brands integrating the Shazam mobile app. For those who are unaware, Shazam is a music recognition technology that enables anyone with a mobile phone to identify music that is playing – even under noisy conditions – wherever they are, simply by Shazaming it. In order to Shazam, users can open the app on the mobile device; tap the button, and Shazam! The title, artisit, and album are literally at your finger tips.

Within the last year, Shazam created a TV friendly Shazam. Shazam for TV enables customers to tag their favorite shows or commercials to access exclusive content, contests, and other information. For example, during a Chevy commercial, I saw the Shazam badge in the bottom corner of the screen. I Shazamed it and it instantly gave me three options: visit, learn more about the music in the commercial, or rate the commercial. I also had a fourth option to post to Twitter or Facebook that I was watching the commercial. This kind of connection with the audience provides a new level of interaction and feedback that will enable the companies to further enhance and cater their messaging, and it clearly caught my attention.

Continuing with this trend, Mashable  reports that this weekend during the Academy Awards, Tide will provide viewers using Shazam with a free download of the song playing during their commercial. Who doesn’t love a free song download?  Getting your audience’s attention and being able to adapt to the new ways of TV viewing are incredibly important. I am happy to see brands breaking through the clutter and embracing other means of providing their viewers with information or even entertainment.