EMC Outdoor is pleased to announce the appointment of industry veteran Deana Poole as Senior Vice President of Client Partnerships.
CEO Betsy McLarney said, “Deana brings a dynamic presence, drive, and client-focused approach to our team. We are thrilled to have her joining us at this time to help develop client partnerships, when our agency and Out of Home are growing rapidly.”
Deana is a seasoned media professional with over twenty years of experience in broadcast and digital media. Having begun her journey in radio, she was instrumental in growing WPEN, 97.5 The Fanatic, from an AM station to a top-tier sports talk FM station in one of the most competitive markets in the U.S.
She was the first-ever recipient of the Radio Wayne “Digital Sales Specialist of the Year” from the National Association of Broadcasters, and two-time President’s Club Annual Winner recognizing her outstanding performance and leadership. At the core of her accomplishments is a client-first approach and healthy dose of creativity, always seeking to answer the question: “What are you trying to do without me, that with me you can do better?”
EMC President Christie Massey said, “Deana’s ability to develop deep client partnerships and uncover ways that we can strategically drive their business growth will be a tremendous asset to our team. We’re looking forward to bringing her energy, creativity, and media-savvy to bear to help solve our client’s challenges.”
Deana said, “I am thrilled to be joining the team at EMC Outdoor! From the moment I met Betsy, I was blown away by the impact that their work has had for their clients and the Out of Home industry. As I met the team, the core values of EMC Outdoor came into focus and aligned perfectly with my approach to business. ‘Lead with Service‘ is how I approach every personal and professional relationship, and the opportunity to work with such well-respected professionals and trailblazers in this space with that same core value is so exciting!”
How did you begin your career in media? I heard an ad on the radio! I was driving from Wilmington, DE, to my job in King of Prussia, PA (about 40 minutes). An ad came on the radio asking, “Are you unhappy with your current job? Are you a “go-getter” who loves new challenges?” I pulled over immediately and wrote down the fax number. It was the summer of 2001, and I started as an AE in August.
What attracted you to Out of Home? The impact. You can’t scroll past, change the channel, turn off, or install ad-blockers on a bus or billboard! OOH allows our clients to meet their customers exactly where they are. Proximity and location can dictate so much for messaging and can be incredibly impactful.
I also felt like Out of Home is a media channel that is really coming into its own, and growing rapidly. All that changes over the last few years are making it more of a core part of an omnichannel media strategy. And then there is the variety. OOH offers so many different formats, that can reach an audience in different ways, and affect different stages of a customer journey. There is so much to work with that it’s a very appealing channel for problem solving.
What is a favorite campaign you’ve worked on in the past? There are so many! One that always comes to mind is “Behind Bars” with Coors Light. We partnered with the local distributor in South Jersey and created an incentive program/ coop campaign with local on-premise accounts (bars/ restaurants). In exchange for a tap or feature for Coors Light, we did an on-air and online spotlight of one of their bartenders with our sports radio station. It was a lot of fun for all involved and resulted in great sales. During the recap meeting, I was told that it was “the most successful radio campaign we have ever run” by the director of marketing. I was really proud of that because results are really what it’s all about!
What are you looking forward to? I am looking forward to hearing what problems I can solve for my clients and how I can help them do whatever they are trying to do without me, better with me and my solutions.
What do you think is essential for building solid client partnerships that can help grow their business? Three things: Trust, ideas, and time. Unfortunately, in every business, folks sometimes overpromise or just don’t follow through. Doing what you say you are going to do the first time, owning mistakes and making them right immediately, and being honest an objective builds trust.
The second is ideas. Bringing new, fresh, forward-thinking ideas with the client’s goals in mind also is essential. Our clients need to know that we are out here working for them, even when we are not at their office or taking them to lunch. They need to know that we are always looking out for their best interest and always looking for ways to help them.
And, of course, this all takes place over time. As the months and years roll on, and we have consistently done what we say we are going to do, quickly made good on mistakes in an earnest and honest way, and became a resource for fresh and meaningful ideas, that’s when a solid relationship has been formed.