Profile: Peter Phillips

Apr 15, 2002  •  Post A Comment

Title: VP of new business development/media director, PCF Virtual, an advertising and marketing firm based in Hawaii and Los Angeles. Clients include Subway, Dunkin’ Donuts and Baskin Robbins. Mr. Phillips is the former director of spot broadcast for Paramount Pictures Features Group.
Recent interesting deal: “One of our clients is the Catch of the Day Sushi chain in Oahu, and on very short notice we were tasked with building a 10-week local television buy for their Hawaiian stores. The recent market has been expectedly soft in Honolulu, so we were able to negotiate rates that approach half of what we typically pay for the market. In addition, the stations were amenable to significant value-added opportunities: One local morning news program [on KITV, Honolulu’s ABC affiliate] discussed our client’s products and merchandise on-air, while another station [KGMB-TV, Honolulu’s CBS affiliate] will showcase it via co-sponsorship of an upcoming statewide food drive.”
The next big thing: “Cautious advertisers, fearful of inexact metrics used for gauging online viewership, will more readily receive Internet advertising opportunities packaged with print, radio and TV.”
Is there anything you wish you had bought less of? “Rotators. In the past, we have occasionally purchased late-fringe rotators for several clients, including Subway, but I usually advise against it. The ratings vary widely during the timeframe, and there is no guaranteed placement. I prefer to avoid uncertainty by purchasing specific programs.”
Is there anything you wish you had bought more of? “I love to test new ad programs. When I was employed at the movie studio, I remember meeting a salesperson who unsuccessfully presented the concept of promoting our films via a flat screen television strapped to his chest and roller-skating by patrons waiting in long lines in key urban areas. While the example is a bit extreme, the point is that this business gets stagnant; it needs to be continuously challenged in order to grow.”
If you weren’t in media buying: “I have experience tutoring the natural sciences and enjoy it immensely, so teaching is definitely at the top of my list of career alternates.”