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Kuehn Seeks Real-Time Marketing Opportunities

New tools eliminate unknowns for clients 7/11/2011 12:01:00 AM Eastern

At a Glance

Coleen Kuehn

Title:
President, Strategy & Planning

Agency:
MediaVest

Key Clients:
Kraft, Procter & Gamble, Coca-Cola, Wal-Mart

2009 Spending:
$5.5 billion*

*Source:
RECMA

While a fragmented media world presents
challenges to media planners, Coleen Kuehn,
president, strategy and planning at MediaVest,
chooses to see the opportunities.

“In the past, it was certainly more straightforward, the
planning and buying of media. But there were so many
more unknowns,” Kuehn says. “Now we get so much more
feedback and so much understanding about what we’re doing
and how effective we’re being. Because we can target
through the use of digital media or advanced television, we
can get a sense of not only who’s seeing our ads and our
communication, but who’s engaging with them.”

0711 MediaPlanner5ThingsKuehn says consumers can be targeted much more specifically than ever: “We can see the
behavior online, we can see it
through some advanced television
platforms. And the oldest
form of media, out of home,
has now become new and hip
and has all these digital components
where you can interact
with some of these out-ofhome
placements.”

Media planners also have
new tools, like buzz monitoring
to see how people feel about
client brands and even specific
messages the agency disseminates.
Recently, MediaVest has
been able to use Audience on
Demand to gather real-time
information on consumers
and their behaviors. Created
by the agency’s parent company
ViviKi, it enables the
agency to take a closer look
at whether relevant consumers
are focused on collecting recipes or clipping coupons
and act accordingly on behalf of, say, a food client.

“It sounds complicated, but it is really simple and it’s doing
more meaningful marketing in real time,” Kuehn says. All of
these advances are “really satisfying, because in the past it was
almost as if you took a test and you never really got a score or
a grade. And who wants that, unless you’re a terrible student.”

Kuehn was born in New
York, but moved to Birmingham,
Ala., when she was 5.
“I had a very strong interest
in understanding how
people think and what motivates
them,” she recalls. She
studied business and psychology
undergrad at Tulane
University, but her first job
was in Washington, working
for Senate Majority Leader
George Mitchell.

After three years, she decided
to attend the Ross School
of Business at the University
of Michigan. While getting
her MBA, she worked as an intern at Intel.

After graduation, Kuehn joined American Express to work
on new products. She helped create early online banking
products, working with both creative agencies and media
agencies. Over five years, she says she gravitated more toward
the media side. At that point, she was recruited by MediaCom
CEO Alec Gerster, who in 1999 asked her to run the agency’s
digital media unit. That gave her an opportunity to work with
Procter & Gamble, without moving to Cincinnati. While she
was there, P&G went from having four brands online to 40.

She then became interested in integrated communications
planning and moved to MPG as executive VP, chief strategist
in 2003. She joined MediaVest earlier this year.

Joining MediaVest enabled Kuehn to work with “great talent
and a great client list” including P&G, Kraft, Wal-Mart
and Coca-Cola.

The other attractive thing about MediaVest is they have
fully integrated their digital team, making it easier to put together
smart, seamless communications plans. “You have to
put aside the different organizations and the separate P&Ls
and really focus on the clients,” Kuehn says. “I felt that was
something I’d be able to do at MediaVest.”

As a youngster, Kuehn grew up playing competitive tennis
and remains an avid racquet fan. “It’s something I’m trying to
keep up with,” she says. Now she’s trying to teach the sport
to her children, Olivia, Hanes and Annabel. “That’s the hardest
job, teaching your kids. But it’s also pretty satisfying.”

E-mail
comments to
jlafayette@nbmedia.com
and follow him
on Twitter: @jlafayette

At a Glance

Coleen Kuehn

Title:
President, Strategy & Planning

Agency:
MediaVest

Key Clients:
Kraft, Procter & Gamble, Coca-Cola, Wal-Mart

2009 Spending:
$5.5 billion*

*Source:
RECMA

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