That's not Kim Kadlec's style.
|Kim Kadlec, VP-Worldwide Media, Johnson & Johnson|
Since taking over as VP-worldwide media at Johnson & Johnson last fall, the former media-company and agency executive has pulled the eighth-largest U.S. advertiser out of the TV upfront, instituted integrated communications planning, started talks on putting engagement metrics into media deals and overseen a budget shift toward emerging media.
Even before joining J&J, Ms. Kadlec, 42, tended to be where the action was. Pick a major trend in media from recent years, and chances are she was there. Cross-platform deals? Ms. Kadlec was doing that for News Corp.'s Fox. Madison + Vine? She's lived there, too, as VP-branded entertainment at NBC Universal, just before joining J&J.
Now, from the client's perspective, she gets to look at both in a new way.
On cross-platform deals: "I think some of them have worked great," she says. "If it's driven by your consumer and your brand strategy, then you can figure out what pieces work together."
Before Ms. Kadlec was selling media, she was buying it. She led buying for Verizon and Coca-Cola Co. at Interpublic Group of Cos.' Universal McCann in the 1990s. Before that, she was at Publicis Groupe's Zenith, after starting her career in 1985 in media planning at now-defunct Backer & Spielvogel, New York.
In short, she's looked at media every possible way-including as a mom of three ages 12, 15 and 17. "I'm living teenage digital behavior," she says. "It's quite an experience."
Now she's trying to help others in the industry broaden their perspectives. Ms. Kadlec launched a J&J "externship" for media executives as part of the company's communications planning process. Executives from Meredith Publishing and NBC joined J&J's ranks in the summer. Ms. Kadlec raised some eyebrows when she pulled J&J out of the upfront, but she's more confident than ever that it's the right move. The move "infused [brand and agency teams] to be looking at things a little differently."
* Has lived the branded-entertainment world and, as a mom "is living teen digital behavior"
* "Changed the game" for agencies