Profile: Christine Fuller

Nov 11, 2002  •  Post A Comment

Title: Managing partner, Mediaedge:cia
Recent interesting deal: “We negotiated a media and sponsorship package with ABC/ESPN and the United States Figure Skating Association on behalf of Campbell’s.
“This returns Campbell’s to their rightful place on the ice, provides on-site sampling and branding and a marketing platform to showcase the brand and multiple products. Seeing the Campbell’s International Figure Skating Classic firsthand, and the consumer response to the on-site sampling, Campbell’s won over the crowd. This is a franchise we plan to help Campbell’s grow over the years.”
The next big thing: “Product/ marketing integration, which is about more than just buying 30-second units. It is about selling a product or service effectively.”
Is there anything you wish you had bought less of: “`Ship Mates,’ `Blind Date,’ `Change of Heart,’ `Elimidate,’ `Fifth Wheel,’ `Rendez-View’-the shows that make up the genre `dating syndication.’ Even the titles are absurd. These shows have exploded into the marketplace in the last couple of years as a channel to reach young adults.
“It is a sad commentary on modern culture that to reach the young adult audience you need to include programming that centers around Bobby and Janet getting matching `piercings’ on their first blind date. I hope this is not indicative of real life. These shows make `Studs’ and `American Gladiators’ look like classics.”
Is there anything you wish you had bought more of: “Timing did not allow us to execute a media deal for our client AT&T, but we were successful in facilitating a business deal with the AT&T 800-number service and `American Idol.”’
If you weren’t in media buying: “Owning an antique store or a career in interior design.”