Profile: Natalie Conway

Mar 4, 2002  •  Post A Comment

Title: Media director and VP, broadcast investment, at Starcom Worldwide.
Recent interesting deal: “My arena here at Starcom is specifically cable. Last year’s 2001-2002 upfront marketplace clearly tested the balance between price, integration and relationships. While price adjustments were critical, we also needed to seek value beyond spots and create engaging, client-driven opportunities. Relationships played a critical role in accomplishing these goals. In the end, the winners last year were those partners like Discovery Networks and Lifetime Television who came to us with not only exceptional pricing but also business-building ideas for our clients.”
The next big thing: “We are increasingly pursuing integrated deals. Beyond spots and dots, integrated deals allow us to utilize assets of both the advertiser and media company to drive one common client goal. Right now I have several clients moving down this path.”
Is there anything you wish you had bought less of: “I am less interested in buying from suppliers that are looking only to sell basic schedules. These types of deals certainly had their day, but we are ready to move beyond run-of-schedule packages and vendor-steered promotions and into a world driven by client needs.”
Is there anything you wish you had bought more of: “I am excited to continue partnering with companies that are looking to embrace the world of integration. If someone comes to me with a blank pad of paper, ready to listen to my client’s objectives, [then] that’s a meeting I want to have. I look forward to seeing more integrated, client-specific programming opportunities that help move business.”
If you weren’t in media buying: “Media is such a nice marriage of math and art. If I were not in this field, I would probably lean toward a discipline with a similar appeal-like architecture or design. Either that or I would be that person I’ve always wanted to be-like my mother-that person who always sends thoughtful cards, takes cookies to new neighbors, cooks tasty meals and works feverishly for all kinds of amazing charities.