HRTS eNews - 09/30/2009 (Plain Text Version)
In this issue:
HRTS News
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HRTS Newsmaker Luncheon Recap: The Digital Chiefs
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The Circus is Coming!
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Storyteller - A Tribute to Larry Gelbart
From the Executive Director
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I'm starting to understand
Member Profiles
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Tim Spengler
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Gary Marenzi
HRTS Online
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Digital Chiefs free replay and pictures now available!
From the HRTS Archives
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Jon Feltheimer, HRTS President, 1994-1995
Member News, Benefits and Perks!
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Exclusive HRTS member Benefits
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Broadcasting & Cable FREE TV production webcast
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Welcome New Members
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HRTS Member Spotlight - Stacy Stone, Volt Workforce Solutions
JHRTS
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JHRTS News & Announcements
About HRTS
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Officers, Board of Directors, Staff
Tim Spengler
HRTS Member - President, Initiative USA
A Member Profile by Chris Davison, chris@lthmedia.com
Tim Spengler is President of the ad agency Initiative USA, and is a new member of the HRTS Board of Directors. I recently had a chance to interview Tim to discuss pod punchers, Doritos, and Marlo Thomas.
Q: Can you tell us about your background and what made you want to work in entertainment? how did you first get involved with the HRTS?
-at 10-years-old I went to an awards show at the Kennedy Center in Washington, DC. I had the chance to meet Marlo Thomas, Sandy Duncan and Andy Griffith, now that’s a big deal for a kid. The rest is history.
Q: What are your thoughts on the Coalition for Innovative Media Measurement?
-innovation occurs everywhere, in every aspect of consumer goods and services, from the new bowl-shaped Doritos chip to the new Dallas Cowboys stadium. So, why not in audience measurement? I applaud their efforts. There’s unfound gold in this digital terrain.
Q: What are some creative ways to make brand integration work?
-brand integration has to happen naturally. Here’s a simple rule: ideas can come from anyone and anywhere, don’t be so territorial.
Q: How do pod punchers work?
-by securing the last five seconds of a commercial pod leading right back into the content. If you are watching TV with your TiVo and you skip the ads and then hit play, the TiVo device skips back about 3-4 seconds. That’s extremely valuable and fertile ground for communication.
Q: Any thoughts on new frontiers such as in-game advertising?
-I am interested in any platform that captures a consumer’s attention and this is one of them. I’d like to see iterations of TV programming produced for the web. Some reality shows would work on-line I suspect. Marketers could do a multi-platform deal with content they already are integrating with on TV.
Q: Talent agencies have various ways of approaching and signing new talent, what are some of the ways you might approach and sign new accounts?
-by demonstrating why our tools, talent and approach will help them grow their business. While pocket squares are back in, it’s not all about alcohol, cigarettes or fedoras anymore.
Q: Anything you would like to add?
-the Hollywood community is so much more sophisticated now when it comes to approaching consumer brands. The conversations that we have had have been smart and strategic. Initiative is a company that is looking to do more in this area with our clients.