Best Media Plans of 2005

Dawn Anfuso
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Media Planning & Buying Posted on January 25, 2006

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Erika Nardini on Saturn

Erika Kathyrn Nardini
Senior Vice President, Media Director, Digitas

The Brand: Saturn
The Campaign: Who's Next? sponsorhip on Yahoo! Music
The Agency: GM Planworks

"This is clean and well designed-- a good balance of advertising/genuine content. It is also in line with Saturn’s offline promotions which center around Bravo's "Project Runway." It incorporates a strong use of visually engaging rich media (a viewer can drive the car within the banner). Overall, this is a strong media vehicle to connect with the core target audience and help personify Saturn’s brand (using entertainment/music/games).

"I do think there is an opportunity for a more immersive and direct tie between Saturn and music (i.e. a customized landing page) as well as the need for clickable logos (this would be my only suggestion)."

Campaign Insight

Yahoo! Music's Who's Next? feature showcases music and videos by the hottest new artists and enables viewers to vote for who will be the next big thing. Viewers pick from one of four hot new artists each month to proceed to a higher level.

Similarly, Bravo's "Project Runway" pits designers against each other to compete for $100,000 in seed money to help them launch their own fashion line and a 2007 Saturn SkyRoadster, both provided by Saturn. The contestants compete in weekly design challenges at Parsons The New School For Design in New York City, until only three remain and face off once again at New York Fashion Week in February.

Author Notes:
Erika Nardini recently joined Digitas to lead the Cingular Wireless interactive media business. As vice president, media director, Nardini is responsible for overseeing media strategy and execution for all of Cingular's digital and emerging media campaigns including sponsorship, retail and acquisition efforts. Prior to joining Digitas, Nardini was vice president, group account director at MediaContacts. Over the course of her tenure at MediaContacts, she managed several key accounts, including Royal Caribbean, Volkswagen, Goodyear, Vonage, Tyson Foods and Bounty. Her role included strategic campaign development as well as business development. She played a key role in growing MediaContacts' Boston media practice as well as in growing Arnold's interactive creative development capabilities and best practices. Prior to MediaContacts, Nardini worked at Fidelity within their marketing and media departments.