Profile: Tom Dempsey

Mar 25, 2002  •  Post A Comment

Title: Senior VP and group director, national broadcast, MediaVest.
Recent interesting deal: “Our agency negotiated a sponsorship for Snickers in CBS’s `Survivor: Marquesas.’ The sponsorship not only consisted of on-air category exclusivity in a targeted, high-rated property but also was enhanced by a fully integrated marketing effort. The brand worked closely with CBS in developing a sweepstakes promoting `Survivor: Marquesas’ on the Snickers wrapper along with an Internet component providing for weekly winners and a grand prize trip for two to the next `Survivor’ location.”
The next big thing: “On most clients’ minds is how to integrate cross-media deals, as well as the impact of multiplexing network programs on cable. However, as a buyer, the increased fragmentation of the television audience, first from network to cable and now from broad-based cable outlets to more niche services, is more of an issue since it ultimately places more pressure on the agencies to reach clients’ customers.”
Is there anything you wish you had purchased less of? “When my son was born a couple of years ago, I invested his [college] savings in the `new economy,’ purchasing Cisco Systems at $50 a share. Now the stock is trading under $17. I wish I’d purchased less of that stock and invested in golf lessons instead!”
Is there anything you wish you had purchased more of? “I wish our clients had more scatter funds, which would have allowed us to purchase on their behalf some great deals in several high-profile properties.”
If you weren’t in media buying: “I probably would be involved in teaching a class in Media 101.”