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min's 2009 Sweet 16
Iris Dorbian
Min’s 2009 Sweet 16—16 marketers and media buyers who champion magazine brands—were honored at the Grand Hyatt in New York on Sept. 16 along with the winners of the 2009 Integrated Marketing Awards.
Donna Bruce
Purchasing Group Manager
Procter & Gamble
When it comes to dealing with her clients, Bruce is the epitome of a perfect partner from both marketing and buying vantage points. Though she works with multiple media channels, she is staunchly committed to print and truly  understands the strength of the medium. A prime example of this credo was the “Fresh Starts” program that Meredith 360 and P&G’s print agency Starcom conceived and executed for P&G’s Tide, Downy & Bounce. The effort encompassed different forms of media, such as print and online, while catering to some of Meredith’s core brands (Parents, Family Circle, Ladies’ Home Journal). If it hadn’t been for Bruce’s influence and collaborative expertise, it’s doubtful these disparate entities could have worked together as fluidly as they did and achieved success. “It is Donna’s attributes as a professional and an individual that truly define the way she approaches her work and her relationships, integrity, honesty, fairness and selflessness,” says Dorene Bair, managing director of Meredith 360.
Carolyn Dubi
Director of Print
Initiative
With 15 years of print buying experience tucked under her media belt, Carolyn Dubi has proved herself to be an impassioned advocate for the medium. She has even managed to finesse brands that have had no prior experience with print into the space. But this is no mere strategic coup for Dubi, who is well versed in the innate complexities of both buying and planning print, having donned hats as both a buyer and planner for a virtual who’s who of ad agencies, such as Universal McCann, Ogilvy & Mather and MediaVest. Recently, she put her nuanced knowledge of print to work by partnering with the Condé Nast Media Group and Nikon to produce a custom-created section entitled “Scenes From the Life” featuring actors from the cast of TV’s Gossip Girl. The four-page insert ran in Glamour, Self, Lucky and Teen Vogue. The campaign, entitled Nikon Coolpix, won an Effie award, which recognizes the most effective advertising efforts for that year. And judging by Dubi’s formidable credentials and expertise, it won’t be the last industry honor to be lavished on a program she’s worked on.
Karen Finelli
VP Group, Magazine Director
Zenith Media
 In her role at Zenith Media, Finelli leverages her passion for print into attractive, targeted and profitable programs for her clients. And like others at the pinnacle of their profession, Finelli demands and upholds the highest standards in performance. “She ensures both sides of the streets (media/client) work in unison to deliver the best results,” says Christina Cranley, group associate publisher of Martha Stewart Living Omnimedia. An example of Finelli’s stellar work ouput was the Nestle Baking’s “A Million Reasons” initiative, which partnered Nestle with the multiple extensions of the Martha Stewart Living Omnimedia family, encompassing The Martha Stewart Show, the Martha Stewart Living Web site and in-book advertorials in Martha Stewart Living with an eight-page Nestle 2009 calendar insert. Here the challenge was to drive consumers to use Nestle Toll House by creating seasonal and emotional reasons for baking. The results were millions of targeted media impressions for Nestle. Also, according to Vista, the November 2008 advertorial in Martha Stewart Living was the top-scoring ad in the whole issue for actions taken. Just another feather in Finelli’s cap.
Len Fogge
Executive Vice President, Creative/Marketing/Research and Digital Media
Showtime Networks
 Print may be in transition right now, but Len Fogge believes wholeheartedly that there is still a place for the platform, particularly in this fragmented mediascape. “Advertisers need to figure out how to use it creatively,” says Fogge, who, before joining Showtime, once toiled as the president of Grey Entertainment, an advertising/marketing firm. Although Showtime always uses magazine partners to promote its shows, recently, the cable network, in partnership with Condé Nast and Wenner Media, outdid itself with a cleverly irreverent initiative that maximized the creative capabilities of all the brand assets combined. To generate buzz for the third season of Showtime’s Dexter, Wenner Media, using both cover and in-book features of Us Weekly and Rolling Stone as templates, created issues that showcased the show’s serial killer “hero” as a pop icon and celebrity. With Fogge overseeing the agency that developed the campaign, the marketing department that shepherded it through and the media department that negotiated the deal, he was involved in every step of the process. His efforts translated into outstanding ROI for the initiative—24 million readers. And to think this marketing wizard once entertained dreams of becoming a doctor.
Alison Giordano
Vice President, Global Sponsorships
Master Card International
Unlike other brand marketers who offer bleak forecasts of the future of magazine media, Alison Giordano says the channel will ultimately prove to be resilient. Feeding her optimism is how video, digital and mobile innovations are increasing the level of reader engagement with magazines, pushing them to go beyond the printed pages. “Consumers have strong relationships with their favorite magazines, and look to them to provide escapism, idea generation and education,” notes Giordano, who’s been at her post for almost six years. Both the Hearst 30 Days of Fashion effort and the “Priceless Search” campaign with Condé Nast testify to the strength of print providing value to its brand partners, which in both instances was MasterCard. Both campaigns drove awareness of MasterCard while leveraging the best of the two magazine brands’ assets in the areas of print, digital and events. Giordano, who manages a number of MasterCard’s global properties, among them PGA European Tour and Rugby World Cup sponsorships, believes magazine media will continue to expand with various extensions—although it may be problematic producing quality content in the face of increasing costs.
Alina Goncalves
Partner/Associate Director, Exchange
MindShare
Since joining MindShare in 2000, Goncalves has applied her love for magazines and penchant for creative thinking to all levels of print planning. “We believe in print and use this medium to target and engage consumers based on their interests, livelihood and/or behavior in a trusted environment,” she says. Her magazine partners have included the industry’s crème de la crème, ranging from Architecture Digest to Vogue. Top clients have been similarly blue-chip—American Express, A Diamond is Forever, Gillette and now the Intercontinental Hotel Group. One of her most notable efforts was the A Diamond is Forever/Right Hand Ring campaign. This involved bringing to life a then monthly editorial feature in Glamour called Hero of the Month, which toasted the triumphs of regular women. Goncalves and her team partnered with Glamour and created a consumer contest encouraging readers to tell their story and win a Right Hand Ring and a grant toward their causes. The response was tremendous, with over 1,400 readers logging onto Glamour’s special contest microsite to tell their stories.
Jeffrey Holecko
Brand Media Manager
Kimberly Clark
 What Jeffrey Holecko loves about print is its protean ability to assume different shapes and forms in the media universe. “Publishing groups have evolved considerably over the years and many are adept at developing marketing partnerships that involve multiple media genres,” he says. “So more time is required to develop those partnerships and programs.” One of the best magazine partnerships Holecko has cultivated and shaped during his over five-year stint at Kimberly Clark has been with Scholastic Parents Media, whose “Potty Dance” campaign revolved around how to make potty training fun. Among the media components of the campaign were print ads, a Facebook page for Kimberly Clark’s Pull Ups products, TV spots and a video content in which moms were invited to upload their toddlers performing the Potty Dance with a short description for a chance to win a $5,000 room makeover. The multiple media campaign reached more than 7 million households, achieving a significant ROI thanks to Holecko.
Michael Keaveny
Media Supervisor
Razorfish
Throughout his career, Keaveny has always believed that brands tell their stories online. “Digital does not have to be only a direct response medium,” he notes. “There is a place for each.” This mind-set has largely shaped the way Keaveny, who oversees the digital media planning and buys for clients such as Ralph Laurence and Starwood Hotels at Razorfish, approaches his work. Frequent magazine brand partners include Condé Nast Digital, Style.com, NYMag.com and Elle.com. Keaveny’s ability to win over clients and make them feel secure about ambitious media plans, particularly in a challenging economy, is key to his success. It is also a reflection of his strategic and communications proficiency. His most noteworthy campaign to date was the “Runway” work he did for Ralph Lauren, which coincided with fashion weeks in February and September. The creative content, which ran on top fashion sites, complemented Ralph Lauren’s print presence and brought the digital experience, such as a slide show for Style.com’s mobile application, to the next plateau. “Like their print strategy, we chose only the largest ad units available to get a large canvas to display the brand,” explains Keaveny. “What really makes it special is that their creative team brings everything to life by building in-banner video taken straight from their actual runway show footage.”
Carolyn Klein
Senior Media Director
Vonage
 A self-described problem-solver, Klein says when working on campaigns she likes to think about all the components in a holistic way. Making sure everything is in operational order is critical for Klein. It has laid the groundwork for how she tackles her work, starting from her post-college job at the Young & Rubicam media department working on the Dr. Pepper and 7-Up account to her recent tenure as partner/communications strategy director at Mediaedge: cia. Like many of her media colleagues, she’s not immune to the changes that have convulsed the traditional magazine space. And though she has collaborated heavily with print partners (i.e. Meredith) for past pharmaceutical clients, the bulk of her experience has been steeped in executing integrated marketing initiatives. But many of these efforts incorporate a memorable print component. For client KFC, she carefully crafted a partnership between the franchise and Activision’s popular video game, Guitar Hero. Describing it as her proudest achievement, Klein says the ambitious 360-degree campaign encompassed in-store events, online components such as gaming sites, and an in-book feature in the satirical publication The Onion. Recently, the agency veteran migrated to the client side in her current position at Vonage—but it’s a side she reveals she always wanted to be on. Now she can have an active role in creating multiplatform programs to solve business needs. “You get siloed in the agency aspect,” she says.
Josh Martin
VP/Director of Emerging Media
ID Media
 Throughout Josh Martin’s career, digital has always been a part of his DNA. But it’s his fresh approach to clients and vendors, encyclopedic knowledge of new media platforms in all its permutations and prodigious creativity when framing media buys and plans, which set him apart from his contemporaries. A near 10-year veteran of ID Media, an interactive agency, Martin says the campaign he’s most proud of was when he developed “an alternative buying approach for trade print publications that was used to support the launch of a new small business product. This alternative buy approach was modeled after online cost per action models,” explains Martin whose clients include American Express, Broadview Security and Verizon. “It allowed our client to secure full-page inventory across 60-plus vertical titles but pay only based on the response generated from the ads.” Eliminating the financial risk incurred from test print for acquisition efforts, this guaranteed a strong ROI for the client. Unlike other digital proponents, Martin, who counts Cygnus Business Media and MediaSpace Solutions as two key print partners, doesn’t view the future of magazine media through a dour half-empty glass lens. “Restabilization is going to be very tough,” he says. “The medium needs to shift to meet the current demand. Publisher’s business models will also need to adapt.”
Melissa Odenbach
Associate Media Director
Starcom
Trusted and respected by both colleagues, clients and magazine partners, Melissa Odenbach is always on the lookout for innovative ways to sell print’s value through new engagement metrics. She considers this to be one of the biggest issues facing the current magazine media world. “Print measurement needs to evolve to better support the effectiveness of magazines as well as to complete with other media,” says Odenbach, who manages 10 plus clients across Starcom’s Publishing Activation Group, overseeing such clients as Kellogg’s, Luxxotica, Heinz and RIM/BlackBerry. “Particularly in this economy, clients need their media investments to work harder than ever and are making decisions based on historical effectiveness.” In addition to weighing the metrics angle, her team’s print plans are often characterized by how strategic and tactical they are. For client LensCrafter, which wanted to position itself as an authority in stylish eyewear, Odenbach and her team partnered with Time magazine to create a never-been-done “Visionaries” 5th issue of Time Style & Design that was exclusively owned by LensCrafter. This partnership, says Odenbach, made consumers think of the brand in a fashion-forward context. It also encapsulates just why Odenbach has scored many admirers from the magazine community. Says Kevin Houldsworth, Midwest manager for Ladies’ Home Journal: “Melissa’s overall style of buying media—using quantitative research as well as intuition and editorial synergy—have led to rich, contextually relevant placements that make the most of her client’s media dollars.”
Katie Pariseau
Marketing Manager, Integrated Marketing Solutions
Advanced Micro Devices
Blessed with an insatiable thirst for knowledge, Pariseau credits her love of learning as one reason why she has made great headway as an integrated marketing manager for a company that manufactures computer processors and related technical devices. “Everything changes and evolves so quickly in technology and in marketing so you have to keep learning and exposing yourself to new things in order to stay on top of everything,” she says. In the b2b space, that change can bring with it challenges such as shrinking marketing budgets. But Pariseau, who previous to AMD worked as an account manager on the AT&T team for GSD&M (now Idea City), is up to the formidable task as she is always on the lookout for ways to optimize marketing spend to better reach her company’s target audience. In her view, partnerships with magazine brands such as IDG, fulfill that goal. Her most compelling campaign at AMD has been the Power Campaign that heavily leveraged business and technology magazines to educate the market on the rising costs of power and cooling in the data center. “It became the benchmark for every commercial campaign [at AMD] that followed,” she notes. “Because it struck such a chord with our audience, it created a groundswell of demand for AMD processor-based solutions.”
Kelly Patterson
Media Supervisor
MC Media
 An impassioned champion of print, Patterson’s success derives from partnering with magazines to create win-win relationships. Patterson, who currently works on the MillerCoors account, deftly leverages each magazine’s inherent strengths to place her client’s messages in a format that will work seamlessly with editorial. She feels this type of integration is crucial to enhancing the consumer experience while driving brand awareness. But it’s an ongoing struggle. “I think that maintaining the balance of client wants with property beliefs is something that is a constant battle,” she says. Prior to MC Media, Patterson worked on the Dow Chemical account at DraftFCB. There she worked on her most compelling achievement to date: the award-winning Dow Chemical Human Element campaign, whose magazine partner was National Geographic. For the initiative, Patterson had her hands in all the ingredients of the media pie: She executed ad-supported maps, single sponsored issues and oversaw a Dow-sponsored program with Time magazine that stressed water scarcity issues (the focus of the campaign), recognized by high-profile influencers, such as Hillary Clinton and former Deputy Secretary of Energy Clay Sell. In addition to winning a Effie Award, the campaign, according to BrandBuilder scored a 75% increase in brand familiarity.
Bill Stabile
Senior Director of Brand Marketing
Siemens
In his current position at Siemens, Stabile has worked with a number of prestigious magazine brands, such as National Geographic, Forbes, Fortune, Business Week, Time and The Atlantic. But unlike other brands that leverage print for campaigns, Siemens’ campaigns involving magazines (be it online or off) always revolve around establishing the brand as a thought leader for its target audience of technology innovators in the healthcare, energy and industry sectors. For Stabile, his most notable campaign for Siemens was the Siemens Answers initiative, which encompassed print, online, search and social media. To convey how Siemens addresses problems and challenges around the world, particularly in the U.S. market, the Siemens Answers campaigns asked questions along the lines of, “How can you power a planet hungry for electricity without damaging it?” Siemens would answer the question, while providing a visual and then invite consumers to visit a special microsite where they could find out more about the company’s environmental products, such as components for wind turbines. Among the publications that participated in this vast multiplatform initiative were US News & World Report, Business Week, Fortune, Forbes and The Wall Street Journal. To Stabile, magazines will always exist but “we have to get the format out of our heads. It’s not about the delivery mechanisms—that will always change; it’s about relevance and engagement.”
Judi Tannenbaum
Media Manager
IBM
During a recession, innovation is often the first thing to suffer. But Judi Tannenbaum, media manager for IBM, debunked this notion when she played a starring role in developing and enhancing the Internet Evolution, a program that incorporates custom publishing, social networking and various online media to a target audience of IT professionals. Launched in October 2007, the program, which partners IBM with TechWeb, has become the go-to hub for its market, currently attracting more than 125,000 qualified unique monthly visitors and generating 300,000 monthly page views. Without Tannenbaum’s input and vision in fleshing out the initiative, it’s doubtful it would have achieved the success it’s had. Tannenbaum’s creativity and ability to see goals within a larger strategic framework have followed her throughout her career, whether it was working 14 years for ABC in various marketing positions or on the agency side (Grey Advertising and BBDO). It’s this multimedia background that has informed her current position at IBM, where she’s been for 13 years, managing and planning campaigns with the help of media partners, such as IDG, ZDE and Condé Nast. Though she does concede that magazine media is undergoing a shift, she believes, naysayers notwithstanding, it will never go away either. “Television was thought to be the end of radio and that didn’t happen,” she says. “Radio just evolved.” Amen.
Ginger Taylor-White
Senior Vice President, Group Account Director, Print
Carat
 Ginger Taylor-White is that rare species in the media community who looks beyond CPMs when collaborating with magazine partners and clients on marketing initiatives. “She is a straight shooter, good listener and is one of the most creative buyers I have worked with when it comes to structuring a deal,” says Stephanie Ippolito, corporate sales director for Condé Nast. “She champions innovative thinking to look beyond traditional print planning and buying parameters.” These qualities make Taylor-White an in-demand print planner for such prestigious clients as Pfizer, Revlon, Alberto Culver, Luxottica and Kohler. Among her frequent print partners are People, Sports Illustrated, Reader’s Digest, Parade, Good Housekeeping, Time, Glamour and Elle. For both client and magazine partner, Taylor-White, who prior to her current post did a two-year stint at OMD running the J&J print team, underscores her commitment by making sure the needs of both are fulfilled with utter diplomacy and detail. If there is anyone who is truly a friend to both brands and magazine media, it’s Ginger Taylor-White.
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