Author Archives: Kass Burrowes

Media Spotlight: Laura Howard, Senior Media Buyer

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 Senior Media Buyer, Laura Howard

 

 

How long have you been working in media/ advertising?  

Too long!! 29 years

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

One of the great things about working at MW is that no 2 days are the same.  Everyday has new challenges and demands and it keeps you from falling into a rut. 

What are some of the challenges of your position? 

With the absence of repetitiveness comes some challenges.  In this era of fast paced communications I find myself very demanding of the people I am waiting on as I put pressure on myself to answer client’s needs ASAP!!  

In addition, there are so many new research tools and technologies to learn and sometimes it can be overwhelming.  I have a new found appreciation for trying to teach my mother how to program the now outdated VCR!!

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

I’m not sure I have a favorite ad campaign but I do like campaigns that evoke strong emotions in me whether tears or laughter. 

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

In terms of advice I would offer to someone getting into this industry, I would tell them to find whatever aspect of advertising they feel most passionate about – media, creative, digital, PR – there are many to choose from and – if you’re not sure where your passions lie, do as many internships as possible in the different areas.  Rule out what you don’t like.  And stay current – read as much as you can on the industry!!

What’s something that no one knows about you?

Something that no one knows about me – hmmm that’s hard!!  I wanted to be a journalism major but at the time I couldn’t type fast enough to get into “Editing for the Mass Media”  you had to type 20 wpm on an IBM typewriter.  I was already a junior and knew I had to declare a major.  I had taken Into to American Government and really enjoyed it so I became a government and politics major. I ended up working in advertising but I am a political junkie!!

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Media Spotlight: Kass Burrowes, Social Media Relations Manager

12426_586402464704259_65505331_nEditor’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 Social Media Relations Manager, Kass Burrowes

How long have you been working in media/ advertising?

I’ve been working in advertising for about 3 years. I started as an intern at an agency and fell in love with the culture and fast pace of the media industry.

What are some of the challenges of your position?

For me the biggest challenge with working in social media is trying to stay abreast on all of the tools and technology available. There’s new platforms and sites being released every week and often times we’re tempted to play with all the new toys, but and as a digital marketer it’s my responsibility to research these options and decide which is the best fit for our clients.

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

I’ve always been fascinated by automotive advertising so most of my favorite campaigns are for car companies. Over the past couple of years I’ve really enjoyed seeing Cadillac transform from a stale brand into a product coveted by people of all ages. More recently I’ve fallen in love with the Mad Med inspired Lincoln commercials that run during the show. Often time’s sponsorships can seem forced, but as a fan of the show I really appreciate them taking the time to make the ads appear seamless with the show.

Can you name a recent campaign that you would’ve done differently?

For me there aren’t too many campaigns that I would’ve done differently, but I do feel that there are some brands that need a reality check. As a social media addict it frustrates me when I see brands avoiding social media integration into their spots. We’re seeing more brands include their Twitter and Facebook handles into their commercials to help drive traffic. Forbes reported that 75% of brands integrated social into their ads. Obviously I’m a little partial because I work in the industry, but I really do see value in driving your customers to the social space.

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

My advice to any young professional looking to get into advertising would be to hustle. These days there are so many people looking to get into advertising/social media that you have to find a way to make yourself stick out from the crowd. Whether it’s finding a creative way to represent yourself in your resumé or simply working double time to land an interview, or working unpaid as an intern, you have to work hard to get the job you want. That’s the first part. The second part is working just as hard to keep your job and make an impact. For me it was never just about getting a job in advertising. I felt I had good ideas and I wanted the opportunity to share them and see them implemented. As a result I did whatever it took to get my feet in the door so that I could prove myself and I’ve been here ever since.

Media Spotlight: Lauren Barnaba, Digital Media Planner

profilepicEditor’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 Digital Media Buyer, Lauren Barnaba.

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

I’ve been working in the Advertising industry since I graduated college. Prior to Media Works I worked at a staffing agency called Profiles where I was their Marketing Coordinator. I’m going on 4 years at Media Works in November!

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

Each and every day at Media Works is fairly different but typically starts out with 3 large cups of coffee! Throughout the day I like to do my research to keep up on industry trends via blogs, Twitter, LinkedIn, etc. I normally have a few webinars and meetings each week to keep up with new offerings in the market for my clients. Every day I monitor, bid & report on Facebook and Google campaigns, making sure I’m staying within my budget for each campaign. There are many brainstorming sessions that happen in the Interactive Pod (iPod) throughout the day. I also spend my time planning for future campaigns, talking with sites & vendors and making sure emails get answered.

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

The advertising world is changing every minute so a big challenge for me is keeping up with all the new trends in the market, social media platforms, and other opportunities for my clients. Facebook and Google specifically are always rolling out new features so it’s my job to keep up with all the latest and greatest!

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

I honestly don’t have a favorite but I can tell you that I get pretty serious during the Super bowl commercials. I did a project in my advertising class in college on the Super bowl ads and have been analyzing since then. I do always enjoy the E-Trade baby, Bud Light and Doritos commercials. Most recently, I love the Volkswagen dog ad. The one where the dog works out to get through the doggy door. It hits home for me because I grew up with a dog and consider myself a dog lover!

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

If you are still in college or a recent college grad make sure you intern as much as you can in the industry and learn, learn, learn about each sector of advertising! Network and surround yourself with professionals to get involved and make a name for yourself. Attend webinars to educate and keep up with current trends. Don’t be afraid to ask questions.

Q: What’s something that no one knows about you?

I played on the #1 soccer team in the nation my senior year of high school. I have also met and hung out with John Mayer while in NYC.

Media Spotlight: Monica DeBois, Account Leader/ Media Planner

Monica MWEditor’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 Account Leader/ Media Planner, Monica DeBois.

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

5.5 years (Media Works born and raised)

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

My day usually begins with a big cup of coffee! After that each day can be very different, from working on media buys for a quarter to planning multiple campaigns, to major account management for 3 different industries. No day is the same!

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

One challenge in my position is that there are constantly new trends happening in the advertising industry! It is definitely hard to try and keep up on the latest news while still completing day to day tasks for the client.

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

One of my all-time favorite ad campaigns is for Travelers insurance with the dog and his bone. I thought it was extremely creative for Travelers to take something everyone needs in life and make it light hearted and metaphorically put it in a dog’s perspective (Plus I am an animal lover!)

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

I would recommend interning in multiple departments in advertising and finding out what area of advertising you like the most- I think advertising is such a broad term for a field that has multiple parts such as Creative, Media, and account management that are all very different

Q: What’s something that no one knows about you?

I am an Open Book at Media Works!

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.

Media Spotlight: Beth Jenkins, Media Buyer

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 Media Buyer, Beth Jenkins.

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

Going on 5 years – Media Works was my first job out of college!

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

A day at Media Works is never the same, which is one part of my job that I love. Some days it is research, media buying, and negotiating. Other days could be meetings, education, and phone calls. Most days it is everything.

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

Because what we do is so specialized, I think it is a challenge sometimes to communicate to vendors, clients, etc. all of the behind the scenes work we are doing to get the absolute best deal. A lot goes into our processes that I think sometimes gets lost in the mix.

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

I love the AT&T commercials with the guy sitting around with the little kids talking about “faster is better.” There are a couple different ads centered on this concept and I laugh so hard every time. I don’t know if it is the kid’s responses or the way this guy reacts to them, probably both. However, I think the big problem with this ad campaign is the brand recall. I remember the kids and their dialogue more than I do AT&T.

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

If you are still in college, do as many internships as you can trying out the different roles in advertising. Stay up to date on the ever changing media landscape, keep yourself well informed and know what you are talking about.

Q: What’s something that no one knows about you?

It was revealed at our Holiday Party, but I never had a hamburger at a restaurant before. But I can happily report that while in Austin last month, I ordered a burger and it was amazing.

Media Spotlight: Amy Wisner, Executive Vice President

315435fEditor’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 Executive Vice President, Amy Wisner.

Q: How did you get your start at Media Works?

I had moved back to the Baltimore/Washington area after living in Honolulu, Hawaii for three years.  (yes, it was amazing). I began searching for an entry level position inside an advertising or public relations agency.  I saw an ad in the paper for a junior media buyer position at Media Works and FAXED (yes, that is how it was done back then) my resume over to Media Works. I received a call to come in for an interview and was so excited. After meeting with Jody and a couple other employees I could tell it was the perfect fit for me. The company was small enough that I would be able to learn quickly and wear lots of hats, which definitely enticed me. They were also going through a growth period with a couple new big clients coming on board so I knew it was a great opportunity. A few days before my 25th birthday Jody called and offered me the job! Of course I accepted and haven’t looked back since.

Q: What motivates you?

My biggest motivator comes from my constant desire to learn and grow. I am fortunate to be in an industry that is constantly changing. New emerging media and technology innovations force me to learn something new all the time. I really enjoy the research side of our industry and understanding how the different target audiences are using and engaging with different media platforms.

Q: What’s a common misconception about advertising you’d like to dispel?

People tend to think that the way they consume media or spend time with media is the same as everyone else. For example, if they listen to a certain radio station then everyone must listen to that same radio station. It is so important to look outside of your own everyday habits and trust that the research and media measurement systems in place will guide the media plan in the right direction.

Q: What advice would you give a young person just starting out in this business?

I would tell a young person starting out to learn as much as they can about the digital media space. There are definitely job opportunities out there for experienced digital media planners and buyers. I would also tell someone to make sure they are signing up and using all the new media platforms especially in the social space. It will help you to understand them and understand what target audience is using them.

Q: What has been a defining moment during your time at Media Works?

A few years ago we were flying back from a big new business pitch and got the call while we were still at the airport that we won the business. This account was going to be a game changer for us in terms of escalating us to the next level. I remember feeling so excited about all the hard work we had put into the pitch and so proud that it all paid off. As the management team sat at the airport that afternoon we celebrated the success and knew as soon as the plane hit the ground in Baltimore the company would forever be changed.