UP & COMER
Title: Media supervisor
Location: San Francisco
Key b-to-b clients: palmOne, Visa
Years in media business: 6
Most unusual media placement in the past 12 months: Targeting airport security areas with ads for palmOne Treo, to attract people standing in long lines
Top trend: “Clients are moving more into online. It seems like people are spending more online.”
Courtney Kile has worked across a wide array of media during her six years in the media business.
She began her career as an intern at Saatchi & Saatchi, San Francisco, working in account services, then moved to McCann-Erickson, working in the media department on the Microsoft account. She worked primarily in print and online for Microsoft's BackOffice products division.
Kile then decided to try her hand at direct, moving to Miller Huber, a small boutique agency that was later acquired by Draft Worldwide. There, Kile worked in direct and online for clients including British Airways and Cisco.
In 2002 she joined AKQA, a full-service agency in San Francisco, as media supervisor. She works primarily on the palmOne account, as well as some work for Visa.
"The palmOne account is always evolving, and this year we are doing a considerable amount of TV," Kile said. The latest palmOne campaign , which will break this month, includes TV, print, online and outdoor, for palmOne's Treo wireless handheld devices.
"With Treo, it made sense to do TV as well, because the product is so beautiful, it makes a lot of sense to show it on a medium like TV," Kile said.
One of the unique media placements for the campaign is in airports, specifically in locations where long lines form, such as security checkpoints. Kile helped develop the strategy of placing ads in these high-density locations, where mobile users could see the benefits of the Treo device.
One headline reads, "Don't just stand there," then details things that users could be doing while standing in line, such as checking e-mail, browsing the Web and making calls.
The campaign also includes print ads, running in publications including BusinessWeek, Fortune and in-flight magazines; online and out of home.
"Often the decisions [on where to place media] are budget driven, looking at what makes the most sense within the budget," Kile said. "We also do analysis of the target audience online and in print to support the decisions. It really varies campaign by campaign and depends on what the client wants to accomplish."