Category: Get To Know Active


Getting to Know Us: Victoria McMinn

During the holiday season I spoke with the vivacious Victoria McMinn, Key Account Tactical Manager.Victoria McMinn

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

You know the commercials you see on TV and hear on radio? I am the one who books the space during the shows for commercials for my clients.

Why Your Role and why @ Active?

I joined Active almost 2 years ago from a traditional advertising agency and when I saw that Active was looking for an experienced buyer I jumped at the chance for a new and different experience.

Most memorable moment at Active so far?

Winning the grand prize at the BES (Broadcasting Executives Society) annual Christmas Luncheon – a trip to anywhere in the world! If I wasn’t working at Active I wouldn’t have had the opportunity to attend such a great event and to win such an incredible prize.

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

The last charity I supported was the WWF (World Wildlife Foundation).  I have supported this charity for 12 years with my dad who participates in the annual CN Tower run.

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

…  a music teacher.

Adjective your family would use to best describe you?

Determined.

Adjectives your Customers would use to best describe you?

Friendly and organized.

Adjective your best friend would use to best describe you?

Encouraging.

Biggest Trend Impacting Your Area of the Business To Date?

The digital landscape continues to grow and evolve and I see more and more digital ad buys on clients’ plans.

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

I think Active’s innovative business model allows current and future clients the oppotunity to see so much value-added. They are be able to use their trade credits in such diverse areas as advertising budgets, retail merchandising & printing, and freight.

Favourite Ad of all time?

My team actually just saw a great ad not to long ago when we were talking about home offices.  It’s the Whiskas commercial where the guy who works from home is snuggling up to his cat and forgets he is on speaker phone with his co-workers at the office.Whiskas commercial

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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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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