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Goldstein’s Job Gets Fizzier

May 21, 2008  •  Post A Comment

Julie Goldstein’s job working on the Coca-Cola account at MediaVest USA had been full of big events: the Olympics, NASCAR races, “American Idol.”
Now her job is even bigger.
Ms. Goldstein recently was promoted to vice president, video activation director, which means that in addition to overseeing strategic properties, she’ll be involved in all of the network and cable buying decisions for the soft drink giant.
“The good part for me is getting to see the whole picture,” Ms. Goldstein said. “Not just those properties, but getting involved in the brand and the strategy and the targeting and the objectives.”
She expects to build on her background buying television by learning other media and working on more integrated and customized deals.
Ms. Goldstein said it’s not her job to make sure the Coke glasses are lined up properly on the “Idol” judges’ desk.
“Nor do I have any control over Simon and Paula and Randy,” she said.
Her involvement, and the agency’s, varies from property to property, “but we’ve been involved in all of them and multiple facets of all of them, from the television to the digital. Sometime we’re involved in retail activation,” she said. “We don’t quite get to the cups on the set, but we’re involved in programs that might involve product, radio, print.”
Ms. Goldstein joined MediaVest specifically to work on the Coke account. She was one of the first people the agency hired after winning the pitch and taking over the buying assignment four years ago.
Previously she’d been at Mediaedge:CIA working on Yum Brands’ Pizza Hut and Taco Bell fast food businesses.
Ms. Goldstein grew up in Rye Brook, in New York’s Westchester County. She said she wanted to be several different things growing up, but knew she wanted to be in business—yet when it was time for college she decided to attend the University of Rochester, which didn’t have a business major.
“I was encouraged by people to get a liberal arts education instead of just honing in, since how many 18-year-olds really know what they want to do,” she explained. She majored in economics and took enough marketing courses for that to be her minor—and to convince her she wanted to work in advertising.
Advertising drew her because she’d grown up watching television and it seemed to be a business that would be fun.
“I talked to more and more people and they said, ‘You’ll get to work with television all day long.’ I said, ‘Great. Sign me up.’”
Out of college she got a job at McCann-Erickson. That agency had the Coke account at the time, but she worked on the Johnson & Johnson account.
Ms. Goldstein is single and spends a good deal of her spare time watching television programs other than the ones her client sponsors. She’s a big sports fan, having grown up not far from where the Rangers and Knicks practice. Today she roots for the Yankees and Giants as well.
Who knew: Growing up, Ms. Goldstein, who now watches television professionally, wasn’t allowed to have a TV in her bedroom, or a telephone. “Most teenage girls probably can’t say that these days,” she said. “It’s kind of ironic, given my line of work, so maybe I’m making up for lost time.”

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