The Washington Post
Karen O'Shaughnessy, Sage Communications: A Return to Her First Love
December 28, 2009 - Vienna, VA — Media advertising was always something I've been interested in and passionate about. When I was younger, I always thought it would be so cool to have your commercial on the television.
Now I see media advertising like putting a puzzle together. When your budget goals, frequency, media outlets and other pieces fit together perfectly, you feel like you've really accomplished something. My first job was as an advertising sales assistant at a media rep firm that sold advertising time for television stations across the country. It was during election season, so advocates would approach us to get their commercials on the air. It was a bit of a circus, but I stayed on top of all the paperwork and details.
After the election, my term ended. That's when my friends and I decided to pack our bags and move to California. The company I had worked for had an office in Los Angeles. I became a sales assistant there, working with retail clients like automotive and department stores.
I had already mastered the work, but it was a challenge to learn the new clients, people and different industries. We worked with 20 to 50 stations at a time. I kept track of all the campaigns and ensured that all the spots were running at a good time within every program and that they delivered the desired ratings.
Eventually, McCann Erickson called me to be their assistant media buyer. They knew that I was a good worker and that I understood the industry. I had previously worked with them as a client, so I just had to switch to the other side of the desk.
It was a glamorous job. The clients I worked for at McCann Erickson were Sony Pictures, Columbia and Tristar Movies. There were many parties, screenings and perks. I was in my early 20s, which was intimidating because there were many high-dollar buys coming through the agency.
Eventually, I felt it was time to step forward in my career and I had to choose whether I wanted to stay in Los Angeles or move back to the District. It was a really hard decision to make, but I decided to move back to the District to be with my family.
I briefly worked as a marketing manager for an agency, trying to get the company's name out there, and I realized I missed the media buying world. It's what I knew and was good at. Over the years I had become skilled at negotiating and understanding ratings, how to reach a target audience, and which media to use for a specific goal and campaign. For me, media buying is home.
I was very impressed with Sage Communications when they reached out to me. I knew it was a good and growing agency. I appreciate that they're in the government, technology and health-care industry. That's a really hot area in the Washington, D.C., market. I knew it would be a great fit.
—Interview with Vanessa Mizell
The article also appeared in print in SECTION: A-SECTION; Pg. A11
The article was re-purposed at the following Web sites:
Technological Marketing
SS Ventures Group
www.ssventuresgroup.com/karen-oshaughnessy-sage-communications-washington-post/
Smashing News
www.smashingnews.net/2009/12/28/karen-oshaughnessy-sage-communications-a-return-to-her-first-love/
