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min's 2010 Sweet 16
Regina D’Alesio
We present our 2010 Sweet 16 honorees, a group comprised of leading media buyers and brand marketers who have consistently championed magazine brands and their unique and emotional connections with audiences. These champions have recognized the value and audience-targeting potential of magazines and have found innovative ways to leverage them.
Bill Bell VP/Group Media Director, Deutsch
Bill Bell, vice president and group media director at Deutsch, admires print for the way it has evolved in the digital age. “[Magazine brands] have found a way to survive what was going to be the end—the Internet,” says Bell. He leveraged this evolving medium when Scholastic Parent & Child magazine launched its inaugural “Family of the Year” program sponsored by the “got milk?” campaign. This program, which centered on the nationwide search to find families who make a difference in their homes, schools and communities, generated 220 million media impressions, according to Scholastic.
Kathleen Brogan Print Director, Carat
For the last 12 years, Kathleen Brogan has brought her passion for magazines to life through her work as an ad buyer. She understands what brands can do to remain media leaders in the digital age and uses this insight to help her clients bring their best ideas forward. An example of her outstanding work is the partnership she developed with Pfizer and Good Housekeeping for GH’s Cook Your Heart Out initiative. The program included in-book and online elements along with GH’s first heart healthy cooking competition. The competition was a huge success, with Good Housekeeping receiving more than double the number of expected entries.
Tom Ellingson, Senior Marketing Partnerships Coordinator, Zappos.com
After sponsoring the Rock and Roll Las Vegas Marathon in 2009, Tom Ellingson knew he wanted to take his partnership with the Competitor Group, which organizes the event, to the next level. Ellingson saw the annual event as an opportunity for Zappos to get in front of a targeted demographic. In 2010 he initiated an integrated campaign, with a new focus on Competitor magazine. “We want to get in front of people at the event, but the print component reinforces our message and keeps our brand top of mind,” he says.
Trixie Ferguson Gray, VP, Experience Architect, Universal McCann
When Trixie Ferguson Gray wanted to develop a 360 degree program for her client Truvia, she knew Martha Stewart Living would be a perfect fit. “Trixie led the discussions on building a lifestyle program around television, print, digital and experiential that seamlessly weaved throughout the media platforms,” says Sally Preston, SVP/group publisher, Martha Stewart Living Omnimedia. In addition to print advertorials, the campaign included online branded content with video and articles and demonstrations on The Martha Stewart Show to raise awareness for the brand. Ferguson Gray believes magazines are the perfect place for brand marketing. “They understand the nuances of brands. It’s in their DNA,” she says.
Michele Fukumoto, SVP, Planning Director, ZenithOptimedia
Michele Fukumoto is an innovator who helps create breakthrough ideas for her clients. Fukumoto utilized her sense of style when developing the “Spills” campaign for Taster’s Choice: She sent RFPs to 22 publications asking for innovative units that would creatively emphasize the “spilled beans” graphic concept. “Based on the response to the RFP, we selected Martha Stewart Living and only one other publication as they had the most innovative ways to execute the idea—Martha provided a unique unit,” says Fukumoto. “Michele is known for pushing for unique creative executions, encouraging magazines to develop neverbeen- done-beforead units,” says Joe Petrillo, Southwest sales manager, Martha Stewart Living Omnimedia.
Eric Jillard, Department Manager, Digital Marketing & CRM, Mercedes-Benz
When Eric Jillard wanted to drive awareness for the 2010 Mercedes-Benz E-Class, he turned to his partners at Motor Trend to reach their target market. “Magazines bring established audiences and credibility,” says Jillard. Mercedes-Benz became the launch sponsor of Motor Trend’s iPhone app, which provided rich media content to highly engaged smartphone users. The launch surpassed expectations with an average of 20 minutes of use per visitor. Jillard believes that working with magazine publishers provides a “great alignment with brands that our demographic relates to.”
Joe Kardel, Brand Manager, VIVA Towels, Kimberly-Clark Corp.
Through a Food Network Magazine partnership, Joe Kardel and VIVA were the first marketers to bring a Food Network personality, Sunny Anderson, to the magazine through a custom advertising program. VIVA consumers were encouraged to submit recipes, which were then featured in the “Diva Viva” booklet—a custom spread advertorial in Food Network Magazine. Kardel believes that magazine brands have “an emotional connection you can’t duplicate” with any other medium.
Todd Langston, Director of Brand Marketing, Stanley Black & Decker Inc.
Todd Langston knows how important print is to his audience of professional home builders. “It’s another tool in their toolbox,” says
Langston. So when Stanley Black & Decker was launching a new line of Bostitch hand tools, he identified the Hanley Wood building
publications as the perfect fit for promoting the new products. Langston developed an integrated campaign surrounding the launch,
but it was a personalized letter from the publisher sent to targeted distributors that took the outreach to the next level. “You should go
beyond the open rate and negotiating price and look at the elements that are there. That’s what gives you the competitive edge,” says
Langston. Having that edge clearly paid off as the campaign generated over 7.8 million impressions.
Rob Master, Director of Media, North America, Unilever
In his role at Unilever, Rob Master drives the North American media strategy and implementation across all categories and brands including Caress, Dove and Axe. When he’s working with his agency partners, he leverages multiple channels to bring Unilever’s brands to life in engaging ways. One example is Unilever’s recent partnership with People magazine on the Caress “Steps to Sexy” dance-themed initiative, which included print advertorials, online vignettes and a mobile element. Master is keenly watching the evolution of magazine brands and believes the most successful publishers are those that are “recognizing that content is available in all shapes and sizes.”
Susan Peck SVP, Media Director, Sterling-Rice Group
Like many print proponents, Susan Peck believes content is king. Rather than just placing an ad for a client, Peck looks at what magazines brands offer on messaging to make sure the context is relevant to her client’s goal. “We identify books that speak to the consumers we’re looking for—in the voice we’re looking for,” says Peck. This extra attention to detail has driven ROI for many of her clients including the Almond Board of California and the U.S. Potato Board. “Susan has consistently used magazine print advertising to enhance awareness and increase sales for these brands,” says Andy Amill, publisher of Weight Watchers.
Marci Raible, SVP, Enterprise Media, Bank of America
As senior vice president, enterprise media, Marci Raible drives the strategic media plan for all the Bank of America brands including Merrill Lynch. Tasked with rebuilding the Merrill Lynch brand, she developed the “Second Acts and Retirement” campaign to reposition the brand in the market and respond to consumer needs. The integrated campaign included television and digital elements, but Raible knew print would play the largest role, in placements including the New York Times Magazine. “The relationships publishers have with subscribers is unique,” says Raible. “In looking for partners, print delivers the audience and the contextual relevance to enhance the message.”
Leslie Reiser, Program Director, Interactive Marketing, IBM
When IBM wanted to build a community for IT professionals to share ideas and trends with their peers, it turned to IDG. Leslie Reiser recognized that IDG’s CIO magazine could provide the platform and content to reach the IT target audience. The resulting site, theinfoboom.com, launched in 2009. The program was so successful it has expanded to 10 countries and has begun its second iteration with the help of IDG. Working with IDG ensures that we “deliver the right breadth of content and the right voice to resonate with customers,” says Reiser.
Tom Rodgers, Director of Marketing, Firestone Brand, Agricultural Tires
In an age when it seems almost all business is conducted online, there are still some industries that rely heavily on print publications. Tom Rodgers recognizes that his customers in the farming world are in one such industry. So when his partners at Successful Farming approached him about sponsoring their “All Around the Farm” feature, he knew it would be a strong way to connect with his customers. “The visibility is so strong,” says Rodgers. “To be tied to a key piece of the magazine was a great opportunity.”
Michelle Schechter Media Planner, Razorfish
Michelle Schechter is highly regarded in the media industry for her ability to market new ad formats. Ralph Lauren approached her with a concept for an online runway show, featuring commentary from fashion editors from Marie Claire, Harper’s Bazaar and Cosmopolitan. Schechter secured a deal with People magazine and the New York Times Magazine to exclusively feature a multimedia ad with clips from the runway show linking to the full video on the Ralph Lauren Web site. Schechter’s finesse is not lost on her colleagues. “Michelle has been instrumental in leveraging the best that digital magazine brands have to offer: a unique editorial perspective and opportunities for compelling digital experiences,” says Barbara Ward Thall, managing director of Media & Marketing at Razorfish.
Lisa Stearn Vice President/Director, Starcom USA
As vice president and director of Starcom, Lisa Stearn oversees all of the magazine investment for General Motors. So when GM hit hard times, Stearn’s skills were put to the test. A self-described cheerleader for magazine brands, she relied on this medium when searching for new ways to reach her target market. Stearn worked with Time Inc. to segment its subscriber information, a move that helped identify the best prospects for each of GM’s individual brands. This led to savings for GM while keeping the magazine brands at ease during a turbulent economic time. This type of innovation is one of Stearn’s strengths, according to Mike Rosen, president, Investment & Activation, Starcom. “Lisa has successfully built strong relationships and credibility with our media partners in the industry thanks to her professionalism, intelligence and push for innovation, and that takes GM magazine campaigns to a higher level,” says Rosen.
Michael Tran, Partner, JVST
“While some agencies have embraced digital to the exclusion of print, Michael Tran understands how the two need not be mutually exclusive,” says Marci Yamaguchi Hughes, president of GamePro. This understanding informed his launch of the video game "Kane & Lynch 2: Dog Days." Tran worked with his partners at GamePro to create an online component that included the video game trailer and an iPad app. That was followed by a print campaign driving the audience to pre-order the game. Tran has always been a big proponent of the power of magazines, and disagrees with those who say it’s a dying medium. “People still love the tangible asset of magazines,” says Tran.
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