People Watching – AdAge Media Stars

Apr 22, 2010 Update: Congrats MT Carney, President of Marketing, Disney Studios

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I love “people watching” (OK, not quite as detailed as Jono’s “people watching” game). For me, I just love to observe people that I know or don’t know in meetings, social gatherings, or even when I am waiting and being really bored in lineups.

AdAge has just provided me with another nice way to “people watch” with their “Media Mavens: The Year’s Ad Industry Media Stars“. Here are some “random” picks from the list of 17,

(Sept 25 update: I have some more interesting “random” picks here)

xxx Amy Powell
Senior VP-Interactive Marketing, Paramount Pictures

Amy is trying some very interesting things at Paramount. I am paying attention on this innovative development and I am interested in what will Amy do next. Excerpt,

” If Ms. Powell’s job was mostly buying online media, “I’d be so bored,” she says. She’d rather create original content to hype Paramount’s films and find ways to embed that material into new media places and devices. She organized a live chat recently that had the writers of next summer’s big-budget action flick “Transformers” answer fan questions. “We want to give fans a first look at everything because we want their feedback,” she says. “We put the writers out with no chaperones. And it was live on purpose-it wasn’t filtered or polished.””

” * Embeds content into new-media hangouts of cognoscenti

* Celebrates every movie’s difference and connects with target market “

Since I have one hand in the movie/TV business, this is certainly very useful and neat stuff to know.

xxx M.T. Carney
Partner, Naked Communications

M. T. is someone that I am watching (closely, very closely). Excerpt,
” The most unexpected result of Naked Communications‘ U.S. launch isn’t the fact that the communications planning agency has racked up 11 clients in just eight months or that every traditional agency wants to know what they’re all about. It’s been the rise of M.T. Carney.”

” The agency will team with fellow hotshop Taxi (Kempton: I love Taxi, they do cool stuff.) to rebrand OLN, the cable network best known for broadcasting the NHL and Tour de France, as Versus. Naked has been working with Johnson & Johnson, though Ms. Carney declines to talk about the relationship. (J&J says the company doesn’t comment on partners.) It also just picked up some global duties for Coca-Cola Co.’s Far Coast coffee launch. ”

” Naked is premised on the notion that communications need not involve an ad buy. As such, it positions itself as neither a creative agency-Naked doesn’t execute on the strategy it creates-nor as a media agency. As digital channels proliferate and commercial clutter accumulates, it’s only natural that marketers would be taken with any counsel that can help them reach their targets-especially if that doesn’t involve heavy outlays on traditional media.

“I thought I had a broad idea of what communication is, but every day it just seeps further and further out,” says Ms. Carney.

* Has helped pick up blue-chip work from Coca-Cola, Nokia and Virgin Mobile

* Strategist, not creative or media shop”

Looks like I have much to learn from M. T. and Naked. Will see. Here is a 2005 article in Fast Company about Naked, “Is Mad. Ave. Ready To Go Naked?“. Excerpt,

“They may well make quite a splash here–especially if the Naked way demonstrates the kind of results it has achieved in Europe. In 2002, for example, one of Honda’s UK agencies, Wieden+Kennedy London, came up with the idea of a two- minute short film featuring the innards of the Honda Accord. A two-minute commercial would be ludicrously expensive to air regularly on TV, though. So Naked came up with a clever distribution strategy: Air the ad 10 times in high-profile TV slots, unleash it virally online, and then create a DVD of the short film and a behind-the-scenes documentary that could be glued to the cover of men’s and car magazines. Without Naked’s contribution, the idea would have died because it didn’t fit Honda’s budget. In its four years working with Naked, Honda UK has “increased sales by 35%, and as a total business we’ve spent 3% less money doing it,” says Simon Thompson, the carmaker’s marketing director.”

xxx Alfonso De Dios
Associate Director-Media for Greater China, Proctor & Gamble Co.

“Alfonso De Dios, Procter & Gamble Co.’s associate director-media for Greater China, recently met the grand monk at a Shaolin monastery in Henan province, a cradle of Chinese Buddhism. After the traditional protocol, the monk handed Mr. De Dios his name card with an e-mail and web address. And then matter-of-factly, the monk mentioned he would soon be visiting Disneyland.

“That demonstrates China today, a healthy tension between tradition and the new order. As much as China is opening up, it still remains grounded on its core traditions and values, a 1,000-year-old tradition plugged into cyberspace. A great, no-miss opportunity to connect and make a difference in our consumers’ lives,” says Mr. De Dios, 40, a friendly, soft-spoken Filipino known to colleagues as “Pon.” “

“P&G spends more than $45 million at an auction held every November for a year’s worth of prime-time airtime on CCTV, China’s national state-run broadcaster, more than any other company, earning Mr. De Dios the princely nickname “king of the auction.””

” * Finding more creativity further away from Beijing

* Has drawn the nickname “king of the auction” as the biggest TV buyer “

xxx Don Gloeckler
Manager-Media Research, North America, Procter & Gamble Co.

I know nothing in this area, so may be that is why I need to know more. Excerpt,

“Don Gloeckler was a market researcher focusing on advertising creative and share data for most of his 28-year Procter & Gamble Co. career. He shifted to media research three years ago, and his late-career transformation is helping shake up U.S. media measurement, too.

As manager-media research, North America, Mr. Gloeckler, 52, has become P&G’s point man in pushing for commercial ratings covering individual TV ads. And it’s moving the needle. Nielsen Media Research earlier this year announced it will roll out affordable ratings for one-minute commercial pods.”

” * Fresh perspective on U.S. media measurement

* “Everybody wants him in a meeting”

* Ad-side member of Media Rating Council ”

xxx Steve Sternberg
Exec VP-Audience Analysis, Magna Global

This statistic stuff is strangely interesting and exciting to me. Go figure! Excerpt,

“Steve Sternberg, exec VP-audience analysis at Magna Global, a unit of Interpublic Group of Cos., pointed out in a new study that Nielsen Media Research’s minute-by-minute ratings system should ideally be a more precise second-by-second system. The kicker? He released it just in time for this year’s upfront season, likely challenging many buyers’ purchasing decisions.

The study worked like this: Mr. Sternberg’s staff recorded and timed roughly 60 programs on broadcast and some prime-time cable; then they logged in the time and length of each program segment, national and local commercials, and network promos. They lined up these data with Nielsen data and finally were able to analyze commercial pods.”

“He certainly has a sense of timing. “We try to anticipate the next big needs of clients,” he says. This study, released in April, squarely addressed a topic consuming the TV industry: just what kind of audience is watching commercials.

“Buyers and sellers [are saying] that ‘We want to get to some type of semblance of a commercial measurement right now,’ ” he says.

Mr. Sternberg was first honored in Advertising Age’s Media Maven report in 1997 and since that year he has placed in the top six of Ad Age’s MediaTalk, a listing of the most-quoted media executives.”

” * Minute by minute? How about second by second?

* Has the knack to make the research better by asking right questions “

More readings? Yes! I will gladly read more stuff. Much to learn from Steve.

xxx Meridith Jamin
Managing Partner-Director of Consumer Insights, Mediaedge:cia

Very insightful stuff and new methods. Excerpt,

“Meridith Jamin, managing partner-director of consumer insights at WPP’s Mediaedge:cia, knows that a TiVo helped potty-train a 3-year-old boy. How? She managed a consumer research blog where a mom wrote, “It has helped with the toilet training since he is willing to walk away from the TV and know he’s not missing anything.”

The blog was part of a May 2005 project called Digital Moms. For Ms. Jamin, customized blogs have become the evolution of qualitative consumer research. For Mediaedge:cia it’s a new research tool to offer clients such as Sony Ericsson.

It all started when Ms. Jamin, 39 and the mother of boys ages 2 and 4, asked moms to write their thoughts in a blog as the precursor to traditional ethnographic research. But instead …

“The insights were just as rich and in some cases richer than what we would have gotten if we just dropped in on someone’s life,” she says.”

” * Account planner by trade, consumer- insight specialist by passion

* Adept at figuring out motivations ”

xxx Craig Woerz
Co-Managing Partner, Media Storm

“Craig Woerz’s timing could have been better. He and his business partner, Tim Williams, launched their independent media agency Media Storm just after Sept. 11. They’d become disenchanted with the business after the swath of consolidation and wanted to create an agency that focused on business verticals. Theirs was to be entertainment.

Five years later, the agency has built a vertical expertise in its array of entertainment accounts, which include NBC Universal, Tribune Entertainment, Fox, FX and Court TV. “

“”They’re very much an ideation-driven company, not just a straight media-driven company,” says Mary Corigliano, senior VP-marketing at Court TV. “Craig encourages that within his group. … I need someone who will take my $1 and turn it into $100.”

* Drove FX’s “Rescue Me” with broadband and wireless play

* Viral efforts “turn $1 into $100″ for Court TV”

xxx Kim Kadlec
VP-Worldwide Media, Johnson & Johnson

I love to pay attention to game-changer and Kim is definitely one. Excerpt,

“A new-media executive at a conservative package-goods and drug company might be expected to take a year to survey the landscape before making big changes.

That’s not Kim Kadlec’s style.

Since taking over as VP-worldwide media at Johnson & Johnson last fall, the former media-company and agency executive has pulled the eighth-largest U.S. advertiser out of the TV upfront, instituted integrated communications planning, started talks on putting engagement metrics into media deals and overseen a budget shift toward emerging media. “

“Now she’s trying to help others in the industry broaden their perspectives. Ms. Kadlec launched a J&J “externship” for media executives as part of the company’s communications planning process. Executives from Meredith Publishing and NBC joined J&J’s ranks in the summer. Ms. Kadlec raised some eyebrows when she pulled J&J out of the upfront, but she’s more confident than ever that it’s the right move. The move “infused [brand and agency teams] to be looking at things a little differently.”

* Has lived the branded-entertainment world and, as a mom “is living teen digital behavior”

* “Changed the game” for agencies “

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I am sure when I get a chance to read more about the other Media Stars, I will probably have more to say. Will see.

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2 Responses to People Watching – AdAge Media Stars

  1. […] After my previous blog of media stars, here are some more stars excerpted from AdAge’s “Media Mavens: The Year’s Ad Industry Media Stars“, Cherilyn Ann Gumiit Media Buyer, WongDoody […]

  2. […] In 2006, when Ad Age positioned Ms. Carney as a media executive to watch in its “Media Maven” report, John Harlow, co-founder of the U.K. based communications planning shop, described the Scottish-born, former Ogilvy & Mather account planner as having a “fierce intellect, and clients are just taking to her.” […]

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