Archive for May, 2011

Mercury Media’s Cheryl Green Named to CableFAX’s “Sweet Sixteen of Cable” for a Second Year in a Row

May 23, 2011


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We are thrilled to announce that our Sr. VP Media Director Cheryl Green has been selected as one of CableFax’s “Sweet Sixteen of Cable,” for a second year in a row!  CableFAX’s “Sweet Sixteen” is an industry hot list of brand marketers and media buyers who “get it” when it comes to the power of cable as a marketing vehicle.  We have to agree – Cheryl singlehandedly brought infomercial products to primetime TV, coordinating the first ever placement of an infomercial on the Discovery Channel.  Check out her exclusive interview with CableFAX below!

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MORE is NOT always MERRIER…

May 18, 2011


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By: Olga Ackad, VP, Director of Client Services, Mercury Media Santa Monica

Agency of Record. In the world of advertising, agencies strive for this label. However, for Long Form Direct Response, this has become a rarity. More and more, marketers are working with multiple agencies. While the upfront implications of this may appear positive, ultimately, this can harm not only one marketer’s campaign, but the general state of the industry.

Why are marketers using multiple agencies? There are two core reasons: Long Form media is finite. Any given station will only open so much time for 28:30 programming and many don’t have long form inventory available at all. Marketers seem to believe that they need more than one agency to get a sufficient quantity of media time. The second factor often has to do with creating a competitive atmosphere among their media partners so as to facilitate a “hunger” within each agency.

As with all things, there are pros and cons to this thinking. Every agency has time that’s proprietary to them. But does that third, fourth, fifth, etc. agency have enough unique time that it outweighs the risk? In most cases, the answer is no. So what exactly is at risk?  (more…)