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Profile: Stacey Shepatin

Sep 30, 2002  •  Post A Comment

Title: VP and director of national broadcast, Hill, Holliday, Connors, Cosmopulos.
Recent interesting deal: “Last month, we partnered with CBS to broker an innovative product placement deal for Dunkin’ Donuts during prime-time coverage of `Big Brother.’ Houseguests earned a week’s worth of Dunkin’ products as their `reward.’ The deal placed Dunkin’ Donuts’ products on the national stage, providing extensive visibility as they continue to build their brand. The deal also integrated a Web site promotion on `BB3’s’ fantasy page, as well as extensive coverage on the 24/7 site, where viewers spent on average 1 hour and 40 minutes watching the houseguests live.”
The next big thing: “The business is really moving away from big media conglomerates who tout leverage as the means for getting the best deals. The industry will shift back to companies who know how media can enhance a brand’s positioning.
“It’s about the importance of uniting a brand with the media strategy and being a part of the process from the very beginning. The big buyers are out there saying leverage gets deals. We’re saying the most effective deals are not simply getting the lowest price, but also providing a solution to our clients’ biggest challenges. There’s money that buys eyeballs, and then there’s money spent more effectively that helps our clients build, establish and maintain their brands.”
Is there anything you wish you had bought less of? “Tier 2 reality. There are the winners out there like `Survivor,’ `American Idol,’ `Osbournes,’ etc., and then there’s everyone else.”
Is there anything you wish you had bought more of? “Game 7 of last year’s World Series. It was great to watch, did great numbers and really brought some excitement back to baseball.”
If you weren’t in media buying: “I probably would have stayed in sports marketing. I started down that road after college and spent a year at IMG but landed on the media side of the business, which led me into media buying.”