FEATURED FORKER – AD COUNCIL

LAURIE


KEITH

Meet Laurie Keith.

Laurie is a media and marketing professional with over 12 years of experience in building strategic partnerships.

As VP of Media at the Ad Council, Laurie works in the unique intersection of advertising, media/technology, and social good. In her role, she is responsible for building and managing relationships with major media, tech and entertainment companies and using their platforms to develop large-scale, innovative social-impact campaigns. Her partners use their platforms to raise awareness on Ad Council’s 40+ social causes which include Love Has No Labels, Bullying Prevention, Hunger Prevention and many more.

As one of the brightest minds in the industry, Laurie has attended multiple Digital Fork dinners in California. She is always eager to share her knowledge and discuss the future of digital.

1. Tell us about your role, company and background.

As VP of Media at the Ad Council, I work in the unique intersection of advertising, media/technology, and social good. I am responsible for building and managing relationships with major media, tech and entertainment companies and using their platforms to develop large-scale, innovative social-impact campaigns. My partners use their platforms to raise awareness on Ad Council’s 40+ social causes which include Love Has No Labels, Bullying Prevention, Hunger Prevention and many more.

In April 2015, I moved to San Francisco from NYC to grow the Ad Council’s digital presence with West Coast media partners. Prior to the Ad Council, I worked at Initiative Media and Mindshare in Los Angeles and Starcom Mediavest Group in Chicago.

2. What’s the biggest challenge you’re trying to solve?

There are so many critical issues impacting Americans and yet so many people don’t know the steps they need to take to lead better, healthier lives. The Ad Council works to raise awareness on these critical issues and my biggest challenge is securing the right media opportunities to ensure these messages get to the public.  How are media and tech companies using their platforms for good?  I hope through working with the Ad Council they can answer that question.

3. How do you see the industry evolving and what can brands do to stay ahead of the curve?

The industry is evolving so quickly – it’s hard to keep up!  Some of the biggest trends I’m paying attention to is social media’s shift to video distribution with Facebook launching FB Watch and IGTV and Twitter launching a 24/7 streaming video service. This will prove to be a valuable spot for advertisers should the audiences grow. I’m also seeing a lot of brands experience with AI and I think that’s an interesting place to reach consumers.  We recently developed a Save the Food Skill for Amazon Alexa – people can now ask the skill how to store their food properly in order to reduce food waste.

4. What was your favorite marketing campaign in recent memory, and why?

I really loved Airbnb’s “We Accept” campaign: It was so perfectly timed given the political climate of our country and the ban on refugees. Not only was the creative beautiful but so was the execution.  Debuting it at the Super Bowl to ensure that everyone saw the message.

5. When was your first Digital Fork, and what was your experience?

It was in NYC a couple years ago – a little place in Tribeca which I’m now blanking on the name. It was before Jeff had joined  Social Native but ironically Social Native was sponsoring that dinner. I remember thinking it was the best work dinners I’ve ever been to. I felt like I genuinely connected with people and also was able to address some significant business challenges with top executives across the industry.  And the food was incredible to boot!

6. Would you recommend the Digital Fork?

Absolutely.  These dinners are highly sought after.  If you get invited to a DF dinner – change your plans and go!

7. What's your favorite recipe?

My mom’s Lasagna – no one does it better.

 

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