Greg is married with two children and lives in Chesapeake, VA. He is a 1984 graduate of Old Dominion University with a degree in business. He is active in his church and enjoys spending time with his family, is a golf enthusiast, and ODU basketball and football supporter.
With over 30 years of experience in media planning and buying, Greg believes a more personal approach is best in working with clients. Understanding our clients needs is paramount to helping them attain their marketing and business goals. After all, we are in the relationship building business.
Greg started as an intern at Lawler Ballard Advertising in 1984, working up to media buyer and doing some planning followed by a year in Baltimore at Richardson, Myers & Donofrio as a media buyer/planner. In 1987 he returned to Virginia where he became a media supervisor at Barker, Campbell, Farley & Mansfield. From BCF he moved on to become media director of Spirit Cruises in 1992.
His account experience over the years has included retail, automotive, legal, tourism, banking, healthcare, animal health products and exterior home improvement.
Here's Greg's philosophy on media buying and planning.
As a media professional it is essential to listen to the client as he/she identifies their goals, objectives and target audience. This prevents wasted effort by both parties and ensures that the media plan compliments the client’s marketing goals and objectives.
After establishing the target audience, I review the various media options available and determine which media will enable the client to meet its awareness and sales goals. Once the media are selected I move onto individual vehicles. These media vehicles are then analyzed based on cost per thousand and relevant content. From this I will select the most cost efficient and appropriate media vehicle. This does not mean that the most efficient or least expensive is always selected. Sometimes a media vehicle, which is slightly less cost efficient, is selected due to exceptional content or programming. From there I believe you continually monitor and adjust buys based on the client’s needs, results and market conditions.
Keeping abreast of the changes in media and marketing, including digital/OTT advertising and what is happening on that front is as important as using proven traditional media. Both new and traditional media are important components that ensure the client’s advertising is efficient, well thought out and effective.
Bottom line is that the media planning process starts and stops with listening to the client. That means listening to the client and their needs while keeping them part of the process.