min magazine 2008 Most Intriguing: Erica Barrett
Friday, November 7, 2008

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Erica Barrett
Print Activation Director, MediaVest

In the eight years Erica Barrett has worked in advertising, she has developed a reputation for building relationships with clients, culminating in top-of-the-line integrated programs. As the print activation director for MediaVest, the Fairfield University grad is especially proud of the ongoing “30 Days of Home” campaign she helped orchestrate for Wal-Mart.

The initiative, which partners the retail chain with Hearst Magazines, involves creating a 38-page onsert with several publications (i.e., Oprah, Redbook, Country Living, Good Housekeeping, House Beautiful); a customized, interactive Web site (www.30daysofhome.com); and a philanthropic tie-in to rebuild New Orleans called “Rebuilding America.” The sweep and detail of the effort is characteristic of Barrett’s all-inclusive strategic business approach.

“I feel I’ve cultivated strong relationships,” she says. “That has helped drive our client’s business and get first-look opportunities, which creates innovative programs and breaks down barriers. I would say that’s my greatest achievement to date.”

Barrett derives great inspiration from the senior leadership at MediaVest, particularly Robin Steinberg, the agency’s senior vice president/director of print investment and activation, whom she calls a mentor. “They are always giving us [at MediaVest] the tools and resources to be change agents in the industry,” says Barrett. “They both challenge and encourage us to be daring and push the limits.”

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