Get Up to Speed with MC: March 2020

If you feel like you have been overwhelmed with the 24/7 news cycle, this month’s blog may bring you some joy. Keep calm and read on.

Eat Your Chicken and Wear It, Too

It’s no surprise that advertising has surpassed the typical mediums. Uber cars are driving around town with ads attached to their roof, promotions are seen in music videos, and even flash mobs can market something. If companies can do those, why not pay people to wear an ad?

Wingstop ditched traditional out-of-home advertising to a new anytime, anywhere type of advertising. Thousands of fans and social media influencers will be paid to wear hoodies of Wingstop’s brand in public. Those who participate will choose one of three versions of the hoodie: generic, delivery, or boneless wings.

Sound’s easy, right? Don’t quit your day job just yet. The walking billboards only get paid $10 if they post themselves wearing the hoodie on Instagram, tag Wingstop’s account handle, and include the hashtag #ThisIsAnAdForWingstop. Additional prizes will be awarded if a post is both creative and goes viral.

Olay Embraces Natural Beauty

The beauty and fashion industry are one of the top advertisers in the world today. Their models and celebrity sponsors have perfectly styled hair, skin with no blemishes, and outfits with no creases and wrinkles. Imperfections are invisible. It’s not uncommon for us to ask, “is that natural?”  

Olay, a skincare brand owned by Procter & Gamble, announced they will start the process of not retouching their advertisements to break away from typical beauty standards. “My Olay,” their newest campaign promoting unretouched photos, will feature new celebrity sponsors in the United States and Canada. They even gave a sneak peak of the natural approach in their 2020 Super Bowl commercial photoshoot.

Olay isn’t the first brand to join the natural beauty movement. Dove previously released two campaigns that fought trying to be flawless, while American Eagle (Aerie) became “Photoshop-free.”

Meet a Martin – Tom Martin, President

“The first toy I remember was a 1947 Chevy model. I still have it. Today, the toys are much larger needing garages to stable them with names of Leon, Sally, Sylvia and The Vette with build dates from 1951 to 1993 in various states of restoration. They are four of the 37 cars I’ve owned since age 16. Some were handsome and fast, others not so much. A few were purchased new, one was free. ‘Obsessed’ you say? There’s more.”

“High speed experiences include two, 10 lap, 115 mph drives around Dover Raceway in a NASCAR prepped car, 30 fast laps at Lime Rock Raceway in an open wheel, single fuselage racer (like an Indy car, but smaller), drag racing a Chevelle (sometimes at a drag strip), auto- crossing a sports car, and recently piloting a 700+hp Mustang on a road racing course. Add to that, being chased by police three times. Score: Tom 3, police 0. Sadly, I let my PA State Inspection Mechanic License lapse years ago. ‘Obsessed?’ Well maybe!”

Sources: CNN, AdAge, MediaPost

Junior Media Buyer

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<strong>Position Title: </strong> Junior Media Buyer

<strong>Position Reports To: </strong>Media Manager

<strong>Position Status:  </strong>Full-Time/Non-Exempt Position

<strong>Hours: </strong>Monday – Friday, 8:30 am – 5 pm<em>*</em>

<strong>Date: </strong>March 2020

<em>*Must be able to work outside these hours as needed for client needs.</em>
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POSITION SUMMARY

This position is responsible for assisting with research, negotiation and placement of prepared advertising content in effective and efficient media platforms both traditional and digital/interactive.  The Junior Media Buyer collaborates with the Media Manager and Account Managers to ensure placement best matches client goals and budget through carefully calculated plans built on research and analytical models.

This position is responsible for maintaining excellent relationships with media sales representatives, assisting with the creation and execution of media purchasing strategies. It is imperative that the personality of the agency is carried forth by the Junior Media Buyer that observes a relationship model as opposed to an adversarial model. Further, on-going education will be required by this agency of the Junior Media Buyer to ensure that this position remains current with dynamic changes in traditional media, as well as all emerging messaging platforms, providing the company with a competitive advantage.

QUALIFICATIONS

* Reasonable accommodations will be made for people with disabilities.

MINIMUM QUALIFICATIONS

  • A Bachelor’s degree, with an emphasis in communications, business, advertising, sales, marketing or other related field
  • Two years of experience in media buying or selling
  • Self-motivated
  • Detail oriented, precise and organized
  • Able to work well under deadline pressure
  • Advanced skills in the use of Microsoft Excel and Word
  • Comfortable with face-to-face, phone, and email communication
  • Able to work in a fast-paced environment, handling multiple tasks under tight deadlines
  • Excellent time management skills
  • Competent proofreading skills
  • Strategic, creative thinker; problem solver

PREFERRED QUALIFICATIONS

  • Two years of experience in media planning/negotiations/purchasing
  • Two years of experience in digital media planning/placement
  • High comfort level with face-to-face, phone, and email communication
  • Experience with Facebook Ads Manager, LinkedIn Advertising and/or other programmatic platforms
  • Understanding of Google Analytics and campaign performance
  • Excellent proofreading skills

DUTIES AND RESPONSIBILITIES

Media Strategy

  • Strategize, in concert with Media Manager and Account Managers, the best use of media and timing/layering for all advertising media campaigns
  • Assist with the creation of media proposals based upon strategies and budgets; modify as needed
  • Recommend/make suggestions regarding use of media
  • Assist with media placement of approved media proposals, accurately and timely
  • Assist with distribution of final production to media
  • Work with production coordinator to ensure all media deadlines are accurately tracked in project management software
  • Track/maintain/update client reports with uncompromised attention to accuracy
  • Continual study and research of new media opportunities, current trends and platforms
  • Attend strategy meetings, understanding that a collaborative effort among agency partners is necessary for optimal performance
  • Adhere to strict internal and external deadlines

Administrative

  • Gather/manage information/tracking traffic of various client websites for monthly reports
  • Create media reports as needed
  • Assist with client meeting preparation as needed
  • Update client agendas as needed

Miscellaneous

  • Maintain a neat, orderly and clean workspace and facility
  • Answer phone calls as needed
  • Proofread accurately and consistently
  • Other duties as assigned

Work Environment

Employee must be able to:

  • Sit at desk and look at a computer screen for several hours at a time on a regular basis.
  • Travel as necessary in order to perform the essential functions of the position.

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We, the team, at Martin Communications are dedicated to living out the following values:
Integrity

  • True to MC Mission and Culture Statement
  • Own/Admit your mistakes; apologize and fix
  • Follow through on all tasks assigned and/or accepted
  • Look after company profits
  • Be part of the solution

Respect

  • Shows/displays professionalism to clients/vendors/co-workers, etc.
  • Acknowledge performance in self and others
  • Understand, then be empathetic to a situation
  • If there is a problem, it’s handled immediately and directly with the person
  • Have patience

Team

  • Communicate
    • Sharing ideas
    • Sharing project details
    • Sharing client feedback
  • Understand and celebrate the team’s diversity
  • Responsible for each other as a whole/for a job/for a client
  • Help each other
  • Creating synergy as a team

Open-minded

  • Consider multiple solutions and points of view
  • Consider many factors that have led to the problem
  • Approach others and situations with a positive attitude
  • Encourage & welcome collaboration
  • Be flexible

Passionate

  • Take pride in your work
  • Live your skills & talent
  • Demand more from yourself
  • Motivate self & others creatively
  • Be enthusiastic
    • Be enthusiastic about your team’s ideas & solutions

Learning

  • Bring information/ideas to group to share
  • Be positive, you can learn every day
  • Eager to improve
  • Understand your client’s business
  • Seek out, share, be receptive (implement new ideas and solutions)
  • Self-motivated learning

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