Maribeth Papuga Joins BIA/Kelsey as Executive-in-Residence
CHANTILLY, Va. (June 4, 2015) – BIA/Kelsey announces media, marketing and advertising veteran Maribeth Papuga has joined the firm as Executive-in-Residence (EIR), to advise the company and participate in its practice areas including industry coverage, research, consulting and forecasting projects related to local media strategy and investment. Her areas of specific concentration will be local activation of national brands and overall media strategy as it relates to local measurement and investments.
“As our research indicates, the national advertising and marketing spend in local markets is continuing to grow rapidly, indicating an important area of concentration for brands, agencies, retailers, franchises and all media buyers, both traditional and digital – a major cross section of our client base,” said Tom Buono, founder and CEO BIA/Kelsey. “Maribeth’s 25 years of media experience as a strategic problem-solver will expand our ability to advise clients on what effective local market execution looks like, in particular how to develop cross-functional teams and alliances.”
Most recently, Papuga served as EVP, Local Investment and Activation for MediaVest. Throughout her career, she has championed the benefits of local media, continuously advocating that audiences gathered by local media offer marketers the ability to geotarget campaigns that both drive brand and performance lift and deliver audience extension to national-only campaigns.