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.

Media Spotlight: Media Buyer/Planner, Jennifer Pupshis

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/Planner, Jennifer Pupshis.

How long have you been working in media/ advertising?

I have been in the media/advertising business for almost 14 years now.  My first job in the business, after college, was at this amazing Media Buying boutique called Media Works 🙂

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

A day in the life at Media Works is never the same – that’s for sure.  Even though we all have our own assigned client lists we tend to work in teams helping each other out when needed.  You ‘d be hard pressed to come into a quiet Media Works where the phones aren’t going crazy or there isn’t at least 3 meetings going on at once.  The constant activity and team atmosphere are only a couple of reasons some of us have been here for so long.

What are some of the challenges of your position?

The challenges of being a media buyer or planner in today’s society are that the media landscape is more fragmented and changing every day.  A media plan isn’t a mix of radio, TV, and print anymore.  Along with the traditional vehicles we always have to be on top of and consider mobile, social and as well as all other advertising opportunities.

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

My favorite executed ad campaign (that I’ve worked on) over the years is probably the Baltimore Area Jiffy Lube Local Owner campaign.  Not only were we able to make the Jiffy Lube owners local celebrities but we were also able to tie in each owners local charity with the CBS Radio Friends and Neighbors van.  The fact that we were able to provide the Jiffy Lube owners a way to give back more to their communities is what made this campaign so special.

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

If someone is looking to break into the advertising industry the best piece of advice I can offer is to start at the bottom and work your way up.  A better buyer/planner knows how to do their own invoicing, pre-log times, posting, etc.  There really is no better way to learn the business then from the ground up!  Your future assistants will thank you 🙂

What’s something that no one knows about you?

This is a tough question because I am such an open book!  However, one thing that people might not know about me is that I wanted to be a journalist – the next Barbara Walters.  It only took one elective advertising course in college to change my mind!

New York, New York: Recap From The 4A’s Data Summit

The 4A’s hosted their first ever Data Summit in New York on Wednesday Oct 16^th with a jam packed agenda corresponding to the growing trend in big data and how it is evolving the advertising industry.

I was skeptical at first that the conference would dive so deep into the numbers that the strategy side of data would be lost.  To my surprise, I spent a wonderful day listening to numerous industry leaders, technology companies, and even a data scientist who impressed me with his knowledge on the wide world of data.  Here’s a brief look at my top 5 takeaways from the day:

1.  Data and Privacy – there was a lively debate about privacy issues as it relates to data collecting and who is really being harmed in the process.  I think as long as we give the consumer a choice we can stay in front of strict regulations.  Clients want to build trust with their consumer, even more so today than ever, so if we are transparent with them we can make their ad experience better and more relevant.
2. Programmatic Buying – the panel started out with a real time media trade and ended with a lively panel discussing this hot topic.  Data is allowing us to shift our thoughts from media buying to audience buying in a way we could never do before.  Real time trading allows machines to do the work faster than a human could and with a new resurgence of this concept higher quality placements and reach are at your fingertips.  I feel in an area where inventory can be limitless such as the web the trading desk can succeed but in an area where inventory is so limited such as TV and cable it will be hard to move to this model in the near future.
3.  Facebook as a solutions provider – Facebook is committed to moving their advertising offerings to the next step and provide clients with real ROI on their business outcomes.  They are focused on providing advertising solutions for the mobile space since people are checking their phone on average 100 x a day.  It will be interesting to watch this next progression with Facebook since up until now it has been more focused on engagement metrics.
4. Creativity comes from everywhere – media, data, creative, and technologist all need to come together to find solutions for clients to reach their audience.  We need to look to transform our own business to break down any silos that prohibit creative thinking.  The customer has to be in the center and we need to follow them on how they interact with a brand and what technology they use to do that.  We need to consider how a consumer connects with their multiple screens and devise a creative strategy for the context of that device.
5. Future trends to keep an eye on – a representative from Goldman Sachs presented an enlightening snapshot at how Wall Street values big data.  They believe ad dollars will continue to shift online and that programmatic buying will continue to grow.  They predict a time when their will be frictionless buying across traditional and digital platforms.  (Can we say hallelujah!)  They believe the visualization of the web will continue as well as growth with companies leveraging first party data (Facebook, Amazon, LinkedIn).

In the end the trip was a HUGE success and we learned so much. Thanks to the 4A’s for putting this conference together. We can’t wait to come back up next year.

Media Spotlight: Vice President, Megan Olson

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 Vice President, Megan Olson

How long have you been working in media/advertising?: I started working for a Media Buying firm during my Senior year of College and they hired me full-time after I graduated. From there, I worked as a Media Director at a full service agency, then went to a bigger full service agency, and now I’m at Media Works! About 15 years, all in all.

Can you describe a day in your life at Media Works?: The best part about working for Media Works is that most every day is different! Some days, I come in and work on a project for an existing client, while other days I get to work on a New Business project. Sometimes I have internal meetings and sometimes I have meetings out of the office. And, there are days when I have to do a ton of paperwork, yet other days I’m knee-deep in a PPT for a presentation. It’s nice to have that kind of variety, but at the end of the day, my job is to oversee my accounts and make sure our clients are happy!

What are some of the challenges of your position?: Time – there’s never enough time! Also, I think it’s tough to make every client I work with feel like they are the ONLY client I work with.

What’s your all-time favorite ad campaign? What made it special?: My husband and I were both graphic design/art majors, so we are always moved by a good, visually appealing ad campaign. For that reason, I’d have to say that my favorite current campaign is the Sherwin Williams paint commercials that uses animated paint chips and the slogan “Where will color take you?” If we are watching something on TV and the spot comes on, we always stop to appreciate it, and even rewind it if we’re DVR-ing through the pod.

Can you name a recent campaign/commercial that you would’ve done differently? WWMWD?: I harken back to Terrell Suggs’ early days as a Baltimore Raven, when he was promoting Price Busters with his famous line, “That’s Whazzup!” The graphics were bad, the copy was bad, and were it not for T. Sizzle and his ridiculous tagline, I might look upon Price Busters as a place to buy furniture. Instead, it made me laugh at the brand and wonder how much they paid him to be in the spots. Sometimes, using a local sports celebrity is not the best way to sell product. Stick with what you’re good at – selling your product – and try to find unique ways of doing it.

What advice would you offer to someone looking to get into the advertising industry?: Work your way up. Start as an intern or an assistant and learn the ropes. Volunteer to take on any task and do it well. When a project comes up, ask to work on it. Learn from those around you and always ask questions. And remember that at the end of the day, we’re in advertising…it’s supposed to be fun!

What’s something that no one knows about you?:  One of my most prized possessions is an autographed bank receipt with Cal Ripken Jr.’s signature on it. So, when I see him in Atwater’s next door, it makes me swoon inside. J

Brands Use Snapchat as an Innovative Marketing Tool

It seems Snapchat is no longer for funny selfies sent between friends.  Snapchat, the popular photo and video sharing app for mobile, has become a phenomenon among teenagers and adults alike. Why all the hype?  It is faster than sending multi-media messages via text and you can choose how many friends you send it to and for how long. The best part of the app? After the time is up, the picture disappears, unless the receiver screenshots it, in which Snapchat will notify you.

So with over 350 million snaps sent every day between users, it was only a short amount of time before brands jumped on the bandwagon. I first heard of brands using Snapchat in a Vocus blog post discussing a frozen yogurt chain 16 Handles, a clothing e-tailer Karmaloop, and Taco Bell all taking part in using Snapchat for marketing purposes. With a majority of brands using Twitter and Facebook to reach consumers, Snapchat may be the way for brands to stand out in the crowded market place.

Another brand using Snapchat, which I discovered on my own Instagram timeline, is the makeup brand NARS. The brand posted an image with the caption “Follow @NARSissist on Snapchat to peep the upcoming NARS Guy Bourdin collection at 12PM EST today!” Over 1,500 Instagram users liked the photo, and went to Snapchat to add the brand. The brand showed a 3-second video of the new collection, generating buzz on other social media sites. There has been no further Snapchats from the brand, but with such success, I’m sure users will be getting another Snap soon.

For brands looking to use Snapchat as a marketing tool, sending out coupons, introducing new products and posting images to generate buzz are all smart tactics. You’ve only got up to 10 seconds to make an impression, so use it wisely.

With brands showing interest in the photo and video sharing app, will Snapchat begin selling advertisements? Or will brands want to stick to the more personal use of Snapchat? With the announcement that Instagram will begin ads, who knows what is next for Snapchat.

Sources: http://www.vocus.com/blog/snapchat-marketing/ http://www.cnn.com/2013/09/09/tech/mobile/snapchat-techcrunch-disrupt/index.html http://www.convinceandconvert.com/social-image-of-the-week/nars-uses-snapchat-to-release-preview-of-new-collection/

Media Spotlight: Ryan Trott, 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, Ryan Trott

How long have you been working in media/ advertising?

I have been working in the advertising industry for 4 years. Starting as the Business/Sponsorship Manager at my college radio station (WVYC – York College of PA). In my senior year of college I held internships with the Promotions Department at 98 Rock and the Marketing/PR Department at the Baltimore Arena. After graduating from College a little more than 2 years ago I began my career at Media Works as an Assistant Buyer.

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

Every day has its own obstacles but usually includes a mix of planning, researching, invoicing and looking forward to lunch. One of the upsides to working in advertising is that you are constantly working on several projects in different phases at once. If you get burnt out on one, you can take a break, focus on something else for a few hours and come back with a fresh look.

What are some of the challenges of your position?

The biggest challenge is keeping up with the rapidly evolving media landscape. There are always new options popping up, the challenge is testing the effectiveness of these options and deciding if they fit in our campaign or not.

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

The All State Mayhem Commercials. What makes them special? They’re hilarious. They are funny but also effectively reinforce the importance of insurance coverage.

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

Take internships, network and research. There are many niches within the advertising industry and its important to know what your options are. When I interned at the arena, I had the chance to work with promoters, buyers, creative people, public relations teams and account people. It really gave me some insight into where each of these roles fall within a campaign. Also, network and never burn any bridges. In my few years in advertising, I have noticed that everyone seems to know everyone else, so who you know and a good recommendation goes a long way.

What’s something that no one knows about you?

I have never tried a Slim Jim.

 

Media Spotlight: Kate Shaffer, 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, Kate Shaffer

How long have you been working in media/ advertising? I have been in the media industry for almost 8 years. I started at the rep firm Continental in 2007 and worked through the political year. I then worked on the station side for 3 years. I have been at Media Works since April of 2010.

Can you describe a day in your life at Media Works? A day at Media Works is never the same. Whenever I am explaining what our job entails I talk about the monthly process. The month begins with negotiating rates and placing buys for the next quarter. In the middle of the month we tend to do billing and client meetings. At the end of the month we are posting and making sure that our clients are receiving what was ordered. Every day is different and walking through the Media Works doors, you never know what you will get any given day.

What’s your all-time favorite ad campaign? What made it special? My all time favorite is “Elf Yourself”. It launched in 2006, and was one of the first interactive advertising campaigns. It allowed consumers to “star” in the marketing message. It is now an annual holiday event, and apart of many consumers holiday traditions. To me this campaign reached one of advertiser’s ultimate goals, make your product or brand so ingrained in tradition that consumers identify you with a tradition.

What advice would you offer to someone looking to get into the advertising industry? My best advice is to be prepared to grow and learn every day. Starting in college, do as many internships as possible. Once you are in the work force, go to as many webinars and training sessions as possible. It is a constant learning process and there is something new to the industry every day.

What’s something that no one knows about you? I am a country girl at heart and being from a small town is the best way to grow up. Even though the commute may be 45 minutes each way, I love going home to the country. There is nothing better than being surrounded by fields and greenery — and cows. You can’t forget the cows, they make it distinctly country.

Media Spotlight: Katie Keane, Junior 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 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.

 

Walking BIllboards

The other day on the radio I heard an interesting story about a new form of advertising that has emerged in Japan.  It is providing jobs for many women in Japan allowing them to make a living working typical 8 hour days.  I was still unsure exactly what these women did, but know there are only two qualifications to being employed in this emerging field.  First, you must be a woman, and second, you must be an active participator on social media with at least 20 connections.  This offer just sounded too good to be true so I had to take a closer look.

Upon further research my eyes were opened to a new form of advertising gaining incredible popularity in Japan, walking billboards.  Young women are being paid by enterprisers to paste stickers or tattoos on their thighs and to walk around for 8 hours a day.  The only additional work besides walking around, is taking the time to take photos of themselves over the course of their day showing off their brand and posting them on their social media account.  This new trend has gained incredible popularity, it has been noted that since launch in 2012 over 1,300 girls have adopted this new profession.  This form of advertising could become revolutionary in the sense that the number of people it could reach is unimaginable.  Up until this point, the majority of billboards are stationary, but this new practice is a game changer providing ads with the unbelievable trait of mobility.  This trend has easily assimilated into the Japanese culture, but would it see the same success in the states?There are a few individuals in the United States that have somewhat caught on to this trend, but instead of using easily changeable and what some would consider harmless stickers or removable tattoos, these individuals got permanent logos tattooed on their bodies.  One man is currently in the process of raising funds in order to get tattooed advertisements removed from his face, but states that he is comfortable with advertisements on other places on his body besides his face.  If this new trend reaches the states it could shake up the advertising industry and completely change the way some organizations will market products and ideas.  However, it is debatable if there is room for this type of practice in the United States.  Keep your eyes peeled though, walking billboards could become a new market in the future.

Media Spotlight: Amanda Remeto, Account Supervisor/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 Account Supervisor/Media Buyer, Amanda Remeto

How long have you been in media?

9.5 years!

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

Fast paced and ever-changing.  I enjoy coming in each day and catching up with my clients & co-workers.  I never know what the day will bring and that keeps my job exciting.  Never a boring day here at Media Works.

What are some of the challenges of your position?

Juggling my family and career.  The advertising world never stops and sometimes you need to be able to “put out fires” after normal 9-5:30 hours.

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

That is tough as there are a lot of creative campaigns that launched the past couple years I like.  I’m going to go back a decade or so and say the old McDonalds campaign with the whole gang – Ronald, Hamburglar & Grimace….  The characters really appealed to children.  Also the Folgers jingle gets stuck in my head still – “best part of waking up is Folgers in your cup”. 

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

The Fiat launch campaign with Jennifer Lopez.  She’s not who I would have picked to represent that brand.  Also I personally find the Progressive insurance current campaign with the sales women annoying.  Although I see the commercials everywhere so the agency did a good job of reaching me and frequently.  They just need to switch up the creative.

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

Get experience through multiple internships and try out creative, PR and the media side to determine what fits your personality/strengths the best.  Some young college grads get into media even though they don’t like to deal or work with numbers. That just doesn’t make sense to get into media if you can’t stand working with numbers.

What’s something that no one knows about you? 

I love to garden which most people I meet are surprised about and I love to read novel thanks to my kindle.