Tag Archives: advertising agency

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.

Traditional Media: Remixed

Within our ever changing media world it is a challenge sometimes to keep up with the latest advertising platforms. It seems as if every week there is a new app, digital medium etc. to research, digest and see if it would best fit your client. This is an exciting time for buyers, slowly going are the days of traditional mediums across all buys. However, our traditional mediums are still relevant, successful and used in my day to day buying. With the amount of traditional buying that is still done we have to think of different ways to” beef up”, for example, a radio buy and really think about our audiences’ behaviors and how they are changing and consuming advertisements.

I recently read an article called, Why Marketers Need To Rethink Radio Audiences Now. The article really spoke more to the tasks I do daily for our clients. I still spend most of my time carefully creating TV, Radio and Print buys. However, we are constantly looking for ways to connect not only with our audience through a :60 radio spot but adding elements to “beef up” that spot and make it become more interactive since we live in a world where people are constantly moving and interacting.

In this article the author references how successful Dunkin’ Donuts was with a recent campaign that wanted to promote ticket giveaways for its “Caught Cold” concert series. They wanted to use radio and knew from research who, how and when they wanted to target them. However, it was not just: 60 radio spots but included a call to action from their DJ’s to utitlize DD’s website, play a game and enter to win tickets to one of the five concerts. Pre-roll promotional video, announcements via social media and call-to-action banner ads helped with the promotion. At the concert, there were many other assets that promoted the “Caught Cold” product.

With all of these elements that gave “legs” to their radio spot the campaign was an enormous success. The point is, in order to truly engage your radio audiences today we need to use those loyal listeners to then move between media — posting on Facebook, checking email, uploading photos to Instagram or Pinterest, and utilizing their cell phones. In conclusion clients that want to reach and engage their particular audience need to be all of these places.

Media Spotlight: Vice President, Megan Olson

MWcolor-42Editor’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

Media Spotlight: Ryan Trott, Media Buyer

MW2013-139smallEditor’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: Amanda Remeto, Account Supervisor/Media Buyer

CIMG1111Editor’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.

Media Spotlight: Julie Block-Padden, Senior Media Buyer

julie1Editor’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, Julie Block-Padden

How long have you been in media?

A long time! I started in 1988 out of college with Macy*s in New York City. They had an in-house advertising department at that time for all their stores. I started out buying and negotiating print for the store in Albany NY. I moved my way up the ladder into bigger markets and into broadcast and magazine buying then became a manager and eventually the Media Director managing the media buying and planning department.  It was really a great start to my career since Macy*s was such a heavy advertiser and I was exposed to all media and so many markets. They didn’t separate the planning and buying departments like most major agencies so I was fortunate to learn both. I moved to Baltimore and after having a baby I started at Media Works – I’m going on 10 years here!

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

My days are spent working on various plans and buys for the clients I handle or managing the media schedules I’ve placed.  The day may include preparing a media plan or recommendation, negotiating rates, placing buys or attending client meetings or meetings with the media vendors we work with.

What are some of the challenges of your position?

It is challenging to stay abreast of everything happening in the industry. Over the years the landscape has become more fragmented and there are so many ways to reach our client’s potential customers. We need to be aware of how customers are consuming media and find the most cost efficient methods to reach them and deliver our client’s message.

What is your all-time favorite ad campaign?

I can’t say I have a favorite. But so many times you see or hear an ad and you can remember the context of it but not the advertiser. I think an effective campaign will have recall in both – you remember the campaign and the product or advertiser.

                                                         

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

I learned a lot in the early days of my career by listening to others more experienced than me and by asking questions. I also read a lot of trade articles and still try to. Now the digital space is expanding at such a rapid pace that anyone starting out should learn as much as they can and personally use some of the social media that is out there to become familiar with it.

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.