"You no longer see people ask what's your buying power in the market," Philip said. "More and more, it's about what's your strategy. Media is much more a point of discussion in a credentials presentation."
Philip's role is to harness that media power, find the best options and be creative-but not think too far out of the box. So in trying to develop a media strategy around a United Technologies Corp. earnings announcement, Philip studied the circulation of Barron's and found a high percentage of readers in Fairfield County, Conn. He picked four train stations there that fed into New York and were used by the highest concentration of readers, and then bought all available advertising at those stations. On the day of the earnings announcement, he also bought space on Bloomberg terminals and in The Wall Street Journal's print and online edition. Train riders were handed free copies of the Journal and free coffee in branded UTC mugs.
The campaign, designed to show that UTC deserved a second look, worked. Traffic to the UTC Web site that day jumped 150%.
"In our space, we can't do too much that is wild and unusual because we're dealing with C-level executives," he said.
For client ITT Industries, Philip decided to use guerrilla tactics outside a defense industry trade show in Washington, D.C. He bought every piece of advertising space he could at the primary subway station most of the attendees would use for the show. And, because the capital has strict regulations on billboard advertising, he hired mobile billboards to tout ITT's message. "When they got there, there was no way they could miss us," he said.
-Mary Ellen Podmolik