Archive for December, 2012


Getting to Know Us: Lisa Attridge

This week for “Getting to Know Us”, I spoke with Lisa Attridge, one of our amazing Media Assistants.

 

Lisa Attridge

Explain your job as you would to a 5-year-old:

I put products on television for people to buy.

Why Your Role and why @ Active?

After working in television production for a few years, transitioning into television buying seemed like the logical path. I chose Active due to the interesting, intriguing, and innovative way in which media is purchased.

Most memorable moment at Active so far?

My most memorable moment would be getting to work on my first buy. After working on the production side of television it was exciting to be see how things worked on the buying side.

Tell us about your charitable cause of choice and the last thing you did to support it?

I have supported the Terry Fox Run in the past. However going forward I’m really excited to start participating in ActiveCares, the new charitable arm of Active.

If you weren’t in your current career you would probably be ……

… Television Director/Producer.

Adjective your family would use to best describe you?

Logical.

Adjective your Customers would use to best describe you?

Friendly.

Adjective your best friend would use to best describe you?

Calm.

Biggest Trend Impacting Your Area of the Business To Date?

Online advertising and the way it’s evolving in the media world would be the biggest trend I’m seeing.

Favourite Ad of all time?

My favourite ad at the moment is the newest ad from Staples, the “I want that” commercial featuring adults and their former kid-selves spouting off their Christmas wish list. The little boy at the end is priceless.

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By Andrea Allen

The holiday season is a time of giving. We’ll give gifts to our children, our parents, those cousins we see once-a-year, our co-workers, dog walkers, and of course, the odd gift to ourselves (because we deserve it after all). However it’s the season not just of giving gifts to our family and friends, it’s also the time when many of us contribute to our personal charities of choice. The malls just wouldn’t seem the same without a bell-ringer beside a Salvation Army red kettle or giant toy mountains waiting for our additions.  However, charitable donations of all varieties have been in decline over the last couple years due to the economic downtown. Sadly, it’s during these times that donations are most needed by the greatest number of people. In an effort to increase the value of a dollar, one suggestion would be to look for products that are not only great gifts, but also give back to society.

TOMS shoes is a company that will donate a pair of shoes to needy children all over the world for every pair purchased by a customer. You can feel confident that buying your kids a pair of TOMS shoes would put you in the “cool mom or dad” category and you can feel good knowing that your purchase helped someone in need. Similar to TOMS, Warby Parker is a stylish glasses company that for every pair of glasses purchased they will donate a pair to someone in need.

If you’re looking to deck out your special lady in some jewelry this Christmas, why not take a look at a Haitian hand-beaded necklace or a turquoise bracelet from Thailand. Available through World Vision, these and many other gifts can not only put a smile on a loved one’s face this Christmas, but can also contribute to the economic well-being of developing communities. There’s also iSanctuary.org that has a wide variety of beautiful pieces that are sure to impress even those hard-to-shop-for names on your holiday list.

There are even websites that allow consumers to choose the cause they would like to support through their purchase of gift items. Giftsthatgive.com is one such site where $1 for every $5 spent will be donated to the cause of your choice.

But what about the corporate world? Corporate charitable donations can also go the extra mile. As part of the ActiveCares program, Active can contribute funding to an organization’s CSR causes in return for a commitment of a portion of the company’s existing media, freight, or printing spend. Active’s Corporate Trade model allows our clients to leverage our services to benefit a cause without spending incremental dollars. So even if you or your company are strapped for cash and are considering scaling back your charitable contributions this season, consider using more creative ways to stretch those holiday dollars. It will certainly put you on Santa’s “good” list.

Getting to Know Us: Mimi Salviato

This week for “Getting to Know Us”, I spoke with Mimi Salviato, Key Account Tactical Manager, and mother-to-be!

Explain your job as you would to a 5-year-old:

I buy the space for the commercials that you see on TV and hear on the radio.

Why Your Role and why @ Active?

Being at Active for seven years now I can say that I thoroughly enjoy the execution of the plans I work on.  Active allows us to creatively strategize each situation and customize each execution around our clients’ needs.  It’s something new every day.

Most memorable moment at Active so far?

My most memorable moment would have to be our international media conference.  Being an international company, the conference allowed us to explore and learn about all the ways media is purchased around the world.  Having our media colleagues from all 16 international offices was so educational and a lot of fun.  Meeting new people and being able to learn from those brilliant minds was an experience I will never forget.

Tell us about your charitable cause of choice and the last thing you did to support it?

My charitable cause of choice if NABS.  NABS is a charity the supports the marketing, advertising and communications industries. It provides an open door to anyone, from a media assistant to a CEO, that may need help getting through tough times emotionally, financially or professionally.  I volunteered to be the NABS ambassador here at Active and we just currently participated in the NABS HOUR event.

If you weren’t in your current career you would probably be ……

… A world traveler haha!  I would make a profession out of travelling the world, seeing the many magnificent places, and writing about it on the web to provide the next travelers to those destinations a little insight on what to expect.

Adjective your family would use to best describe you?

Chatty.

Adjective your Customers would use to best describe you?

Thorough.

Adjective your best friend would use to best describe you?

Hilarious.

Biggest Trend Impacting Your Area of the Business To Date?

The biggest trend in my area would be online programming and PVRs.  We negotiate, purchase, and strategically place our clients’ ads to ensure they get seen by the demographic they are targeting. When viewers PVR their favourite shows, they can skip through the commercials. When they stream the program online, the ads you  placed with the stations do not appear.  With the increase in these two modes of TV viewership in the years to come, it will be interesting to see how how the broadcast industry adapts. Just for example, in a recent study 44% of students claim that they mainly watch their television on the web, and up to 12% will record their shows and watch them at a later time.

What’s the most innovative thing you’ve seen a customer do to unlock value from their assets?

A client used their credits to purchase  SuperBowl spots.  Our client took an asset that was completely under-performing and used it to place an ad in an event that over-performs!  Our client saw huge value in that!!!

Favourite Ad of all time?

That would have to be the Ally Bank commercial where the girl is asked whether she wants a pony….the man gives her a plastic toy pony but then gives the other girl a real pony.  The little girl says “you didn’t say I could have a real pony” and the man replies “ well you didn’t ask”. The commercial was about banks withholding information. It was hilarious!!!

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