Declining print circulation figures. Consumers blasting past commercials via DVR. Interactive spinning out of control. The invasion of user-generated content. What the $&*# is going on in media, what does the future hold and what do advertising and media professional need to know to stay ahead of the curve? Get answers from inside the walls of global media powerhouse, Carat.
Jouette Travis is an expert in traditional and non-traditional media strategy/planning/execution, specializing in optimizing integrated media programs. As EVP, Managing Director of Carat USA Dallas, she integrated the online and offline efforts of RadioShack and incorporated direct marketing, market research and online media into the media effort. Her work to merge client databases with syndicated media research won an Echo Award from the Direct Marketing Association and reduced mass media costs by 40 percent for a telecom client.
A longtime Omnicom employee, Jouette was SVP/Managing Director of OMD, DDB Needham and Tracy-Locke/BBDO. Her client roster has included Frito-Lay, Marion-Merrell Dow Pharmaceuticals, Princess Cruises, Phillips Petroleum, Embassy Suites, Tabasco, Qualcomm, Southwestern Bell and DirecTV. She is one of the pioneers in leveraging specialized media, committing one of the first $1 million buys on MTV for Frito-Lay, taking business travel clients into targeted cable, and using selective prime-time program buys to drive cellular acquisition. In 2004 she won an internal award at OMD for the econometric modeling done for Sabre’s Travelocity.com, allocating over $100 million per year in paid advertising and making forecasts within 5% of actual performance.
Jouette has been a featured speaker at universities and industry groups including Media Week, Advertising Age, the National Association of Broadcasters and the Institute for International Research.