Q What services is Script to Screen
providing today that set it apart
from others in the creative and production space?
Barbara Kerry: Script to Screen is far
more than creative and production — and
always has been. Our strength is our in-depth, first-hand knowledge, education,
and practical experience in every aspect
of ROI-driven direct response marketing.
Beyond the dramatic results our creatives
have achieved, our results-driven campaign management, optimization, and digi-tal/social media creative content services
are the reasons clients choose to collaborate with us in performance marketing.
Q What are the latest developments at Script to Screen that affect
the company’s outlook for the next
Ken Kerry: It’s our ability to bring a
holistic DR/performance approach, both
offline and online. What’s exciting for the
future is the ability to create content for
both paid and organic, as well as manage
the results-driven social media campaigns
for our clients.
Q What changes in the marketing
world are affecting how Script to
Screen is doing business?
Barbara Kerry: The digital transformation and the addition of the five-minute
format continue to give us new opportunities to reach customers wherever they are
consuming media. In many ways, what is
true for our clients is true for us. As a company, we are able to talk to our prospective
customers in a variety of media platforms,
and we maximize the content we create
for our clients by deploying the DR message wherever the audience may be. For
example, we shoot our own Facebook live
videos and have our own intelligence hub
on our website that we invite anyone who
is interested in the format to visit for industry insights.
Q What are the biggest effects of
the expansion of TV programming
viewing options for consumers?
Ken Kerry: Obviously there are more
options and places for people to watch
their choice of programing. The effects
are segmented demographics, but more of
an ability to direct DR and performance-based content via digital and social to the
desired audience. Our clients are telling us
that television remains the most impactful media, and we believe that any visual
medium will continue to be the main driver
for consumer action.
Q What’s most important for marketers to consider when selecting
the right media mix?
Barbara Kerry: We often get clients
who have maximized their ability to scale
on social or digital, and return to TV to
break through any plateaus they have
reached — so we can’t close the book on
television by any stretch. But, that said, our
advice is to make sure your communication is consistent for all channels. Second,
make sure you drive your audience to a
place where commerce can happen. Third,
you still have to tell your story in an authentic way and solve problems for your potential customer through a proven solution that
offers a value.
a2b Ful;llment names Dulce
Escutia training and quality
control manager for its customer
care center. Escutia will serve as
a go-to for training and quality assurance. The company also adds a
170,000 square-foot warehouse in
Trenton, S.C., that gives it a total of
560,000 square feet, including its
headquarters in Greensboro, Ga.,
and its facility in Eatonton, Ga.
ABC Television Network
signs up for Nielsen’s National
Out-of-Home Reporting Service.
The move provides ABC with out-
of-home viewing data, including
ratings for all content — programs
and commercials — aired on the
network for live-plus-seven days
of time-shifted viewing. Earlier
this year, Disney-ABC Television’s
ESPN and ESPN2 became the ;rst
two networks across broadcast
and cable to sign up for this opt-in
Direct Sales TV (DSTV)
launches the ;rst TV network dedicated to direct sales entrepreneurs
with original content by and for
those in that profession. Marketers
share their message and expertise
and offer resources to those aspiring to work in direct sales.
The Crush Agency merges
with At The Table Public
Relations. The new company will
operate under the name CRUSH
2.0 as a full-service marketing and
web-development company focusing on digital marketing strategies,
serving corporate brands and
franchises nationwide and product
REELZ launches on Direc TV
Now, the live and on-demand
streaming TV service, available
across supported devices, including smart televisions, tablets,
computers, smartphones, and other
Incremental Media hires
Darren Fisher as vice president
of business development to expand
its digital retargeting postcard
program, which sends direct mail
related to web use to the homes of
anonymous web users.
Inc. Magazine ranks Strata Co.,
a leading Pennsylvania-based marketing technology ;rm, No. 2709
on its 36th annual Inc. 5000 list of
the nation’s fastest-growing private
DULCE ESCU TIA