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ON A ROLL: Tim Dumark

Published on .

Tim Dumark, 40, joined Draft/LMP in February after several years at CRN International, Hamden, Conn., where he specialized in local marketing with an emphasis on radio promotions. As president of Draft Worldwide's new unit in Stony Creek, Conn., Mr. Dumark develops account-specific TV and radio promotions linking retailers and major package-goods brands.

Mission: Devising national promotions utilizing local media in unique ways, linking with overall brand objectives to drive consumers into stores.

Opinion: Radio is a highly underutilized marketing tool. It has tremendous immediacy and relevance to very highly targeted audience groups. Radio is rocket fuel for event marketing.

Fact: No two radio stations are alike, and audiences are constantly in flux. Continually monitor stations.

Tip: Do not accept generic promotions that could fit any brand. Create promotions that can be adjusted on a daily basis to incorporate today's weather, celebrity events and the fate of local sports teams, for example.

Insight: Forget what worked last year. Today's successful promotions are more complicated and idea-driven than ever before.

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