PROFILE: Kristi Argyilan

Dec 3, 2001  •  Post A Comment

Title: Executive VP media director at Hill/Holliday, Boston.
Recent interesting deal: “We were the first agency to take advantage of new wireless technology that enables the delivery of micro-targeted, out-of-home video advertising on taxi tops. As part of an `unusual places’ marketing program for Lycos, we were able to deliver messages to specific ZIP codes in Boston, even certain streets, thanks to a global positioning system that uses satellites to identify a taxi’s location.”
The next big thing: “As the media industry commoditizes itself and erodes any reasonable margin, it creates openings for entrepreneurial and integrated media groups like the one we have here at Hill/Holliday. We go well beyond delivering low [costs per thousand]. We take fuller responsibility for building brands and building the client’s business.”
Is there anything you wish you had bought less of? “Tech stocks.”
Is there anything you wish you had bought more of? “That will depend on Rupert [Murdoch]’s next move-cable or satellite.”
If you weren’t in media buying: “I’m conflicted in this area. I feed on the adrenaline and constant change of this business, but if I wasn’t in it, I’d have to go to the mountains and open some little shop-maybe a toy store.”