Reagan Gray on the Advertising Shift: Fresh Ground #11

For over 20 years Reagan Gray has worked in the advertising industry, helping businesses of all types find and talk to the right target audiences. Prior to moving to Boston a few years ago, Reagan owned an ad agency in southern California that is still thriving. Now, she’s bringing her creative thinking and integrated viewpoint to the region.

Fresh Ground Principal Chuck Tanowitz had a chance to speak with Reagan about her current projects and perspective on the shift going on in the advertising industry today.

Some of the more interesting excerpts:

“Clients are seeing … social media as this great way to get into the marketplace, but they’re doing it … haphazardly and we think they’re really missing an opportunity to extend their brand….”

“[Social] media [is] advertising…. You can control [it], to a certain extent, and you can make it work for you … just as hard as your offline or paid media.”

“Your … creative people [need to ensure that your social media] brand matches and complements … the website.”

“The reason why SuperBowl ads are still expensive is because they work.”

“[Broadcast] ads have to work a little harder. Ads don’t just create top-of-mind awareness…. They’re becoming much more interactive….”

“You shouldn’t buy anything unless you’ve got a great creative direction.”

About the Fresh Ground Podcast: Each week, we feature 10 minutes of insights from people driving change in today’s competitive business and media landscape. We talk about the evolving worlds of media, public relations, marketing and business, with a special focus on creating more social organizations.

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Our opening music is “D.I.Y.” by A Band Called Quinn from the album “Sun Moon Stars” and is available from Music Alley, the Podsafe Music Network.


About Mower Boston

Boston's Mower office is a full-service technology marketing, PR and branding agency. Our B2B stories illustrate projects and campaigns in a variety of markets and media that range from local impact in Boston and New England to global proportions.

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