RPA Media Meets the Needs of the Evolving Media Market

January 10, 2008

by
RPA

Santa Monica, California — Jan. 8, 2008 — RPA, a leading independent advertising agency on the West Coast, has restructured its media department to even more effectively deliver campaigns that embrace the ever-changing media and consumer marketplace. This move further solidifies the agency's commitment to fully integrated marketing.

With the proliferation and fragmentation of media, integrated advertising requires that more messages on a variety of platforms work in sync to achieve communications objectives. RPA's Media Communications group places collaboration at the heart of all media plans and executions. This results in integrated traditional and interactive media plans that match the imagination and emotional intent of each campaign's creative strategy.

Several senior-level Associates have been promoted to direct the next-generation Media Communications group:  o Cathleen Campe formerly SVP, Director of Local Media and Direct Response is now SVP, Director of Media Communications, Broadcast & Video Investment  o Coby Low formerly SVP, Director of Media Resources, becomes SVP, Director of Media Communications, Planning & Research  o Steve Vye formerly SVP, Director of Media Planning, is now SVP, Director of Media Communications, Planning & New Business  o Lisa Pilger, from the Atlanta office, formerly VP, Associate Director of Local Media becomes VP, Director of Local Media

These newly defined segments of Media Communications will continue to work closely together to cover the changing demands of the consumer-driven media landscape.

Because video is no longer exclusive to television, Campe's new Broadcast & Video Investment group will oversee all national and local video buys regardless of the medium. Understanding and development of audience measurement techniques for new and existing media types will be a critical component of Low's Planning & Research group. Vye's team will collaborate with the other two to demonstrate how RPA's Media Communications group can benefit potential clients. In addition, retail client business requires specific focus in local markets, and Pilger, reporting to Campe, will assume responsibility for the Local Media buying group.

"Recognizing the future of the media marketplace, RPA creates meaningful and influential connections, and unites all consumer-engagement communication tools," said Chuck Bachrach, EVP at RPA, who leads the RPA Media Communications group.

About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands, including Acura, Honda and La-Z-Boy, by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA also serves as a media planning and buying agency for clients such as MGM, Lenox Financial Mortgage and Zatarain's. For more information, visit http://www.rpa.com.