Nina DiSesa: Can big firms keep up with boutique agencies?
Nina DiSesa has worked in the quintessential boys clubs of advertising for almost thirty years. In 1994, she became the first woman EVP, Executive Creative Director for McCann Erickson New York, the flagship office of the largest advertising agency in the world. Under her creative leadership, the New York office enjoyed an unprecedented 5-year growth period adding almost $2.5 billion in billings. In 1998, she was made Chairman as well as Chief Creative Officer of McCann New York. She was the first woman and first creative director to be named chairman in the McCann global network.
In 1999, Nina was chosen by Fortune magazine as one of the “50 Most Powerful Women in American Business.” In 2005, she received the Matrix Award, given each year to a select group of women in communication. In 2007, she was inducted into the Hall of Fame for CEBA (Creative Excellence in Business Advertising).
Nina DiSesa: Well big clients go to big agencies that doesn’t mean that the smaller digital shops are seductive in their ability to get the client’s attention but most clients are big enough where they have need a really strong partner and the advertising agencies like McCann and something other big advertising agencies in the business are best equipped to being them board in this area, no body thinks of the big agencies as being nimble but the big agency has the resources to do exactly that and the idea of doing digital advertising or advertising on the web or whatever it takes to reach the consumer is what an advertising agency like McCann Erickson really on the big agencies is best equipped to do, and they kind of track the talent they can pay for the talent, they can they have the ability to do, whatever that client needs and is the clients needs are not just one dimensional. They are multilayered right now we are so fascinated with the idea of doing social advertising or advertising to the interested. So instead of running a commercial on the super ball or the academy awards but we certainly doing grade numbers, we can also reach to the person who is very interested in something in different media like the phone or PDA or the computer, or the web, but there is an awful lot of people who are still watching television. There is a lot of consumers who are getting their information from magazines and newspapers and media broadcast media so, its kind of pre-matured to say that mass media is dead, its certainly not dead, the younger people are easier to reach in different avenues for sure, but there is still a lot of women who are home, ironing, taking care of their kids watching television and getting their information from the television set. So I would say that people change because they have to change and really good agency would be as nimble as that anybody else? Recorded on: 2/29/08
Big clients have big needs, says DiSesa.
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