Curiosity may be best known for its creative work, but a lesser-known fact is that its media business is thriving under the leadership of Tricia Wolfer, the Cincinnati shop’s director of direct partnerships.

When she joined Curiosity in 2021, Wolfer had more than two decades of media experience at Empower, and media revenue has grown 39% at the agency under her leadership. This includes winning media duties for The Gorilla Glue Co. last year, in part because of Wolfer’s ability to renegotiate rates for the company which led to savings in paid media.

For this year’s Super Bowl in Las Vegas, Dude Wipes wanted a way in on the Big Game without spending millions for an in-game ad unit. Wolfer led strategy for a takeover of the Resorts World hotel on the Vegas Strip, with messaging that played on gambling as well as the Taylor Swift phenomenon surrounding the Kansas City Chiefs.

Messages including “Keep your strip streak-free” paid homage to Sin City, while the brand referenced Swift’s relationship with Chiefs player Travis Kelce with copy such as “We love a clean tight end, too.”

Dude Wipes has been a consistent test of Wolfer’s media muscle: When ESPN declined to air a Dude Wipes campaign, Wolfer wouldn’t take no for an answer. She took the matter to ESPN Chairman James Pitaro, who reversed the decision and negotiated additional brand integrations, according to the agency’s awards submission.

Other networks that had declined the spot followed suit, allowing Dude Wipes to air its first national broadcast campaign.