In a nutshell, I put the creative product out in the world so it can do its job; maximizing the client’s investment to deliver the largest qualified target audience possible. Using the science of research along with the art of negotiation, we build more value into every client’s media investment. Having a few decades of media marketing experience allows us to approach online marketing a little differently than a typical digital agency. Research and analytics are critical tools, but it takes experience and an understanding of how all the pieces fit together to integrate statistical data and distill real insight. My job is not only about the numbers. If it were, well, then a monkey could probably do it.
Where do you see marketing going in 5 years?
Personalized messaging. I think, within 5 years we will deliver tailored messages to individuals based on their unique needs and behaviors. As a media director, I love the targeting and efficiency. As a consumer, I look forward to a world devoid of asthma and erectile dysfunction commercials.
If you had to work on only one project for the next year, what would it be?
I love the projects that require market trips for media planning and negotiation. I think our best work is done when we build relationships with media vendors, share the client’s goals and partner with the media vendors to achieve those goals. We’ve negotiated some amazing opportunities for clients by being in the room with station management.
What’s the #1 most played song on your iPod/Pandora?
Arwen’s Vigil – Piano Guys
On the Wind – John Boswell
If you could learn to do anything, what would it be?
Play ‘On the Wind’ or ‘Leaf Dream’ on the piano
If you could witness any event past, present or future, what would it be?
God creating the Heavens and the Earth would be pretty exciting.
What are you most proud of?
It’s a cliché, but I’m most proud of my daughters. They’re of an age where I can see their character in how they conduct themselves in the world. Though they have vastly different personalities, strengths and passions, they are all compassionate, strong women of integrity. And they are all, at times, hysterically funny. I like to think they got that part from me.
What is the one cause that you feel most passionate about?
Getting schools to incorporate basic self-defense training for teenage girls so they have a fighting chance against physical and sexual abuse. In a world where 20 – 25% of teenage girls are the victims of some physical or sexual abuse, it seems criminal that we don’t equip them with at least basic defensive skills.
If you could pick any career, what would you want to be?
A travel magazine photographer
What makes your family unique from others?
None of my children ever played soccer (sorry – European football). I think there may be a warrant out for our arrest.