At CatapultX, we love staying up to date with media and advertising news, innovation and people! That's why our CEO, Zack Rosenberg, started weekly #Twitterviews (Interviews on Twitter).
This week’s CatapultX Catalyst has been finding and testing the perfect recipe for targeting for years. Barry Lowenthal is the CEO of Media Kitchen. One of the largest media agencies in the US.
Barry got his first job by perfecting his targeting (without the help of Google, mind you) through using the Agency Redbook to cross reference agencies winning business with people who had common interests and backgrounds. He used this to win interviews and eventually jobs. He's a pioneer of using he right messaging for the right person.
Read his answers below on everything from marketing, advertising to insights on video marketing.
A: I used the Agency Redbook to cross-reference agencies winning business with agencies that had people with Jewish sounding last names. I figured being Jewish from Long Island we have something in common. Chemistry matters.
A: Spending a lot of time helping clients build out their own tech stacks and navigate what's to come in a #cookieless world dominated by the Triopoly.
A: Great creative has to make you feel something special and great media placements must demonstrate consumer knowledge through relevance.
A: A total lack of empathy.
A: The full impact of misinformation is still widely unknown but the mistrust is bred will have a wide impact on all consumer-brand relationships.
A: Consumer and distributor.
A: Generation+ (HBO Max)
A: I read a ton of newsletters
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