Get to know Active : Karin Macpherson

Posted by KImberly Armstrong on Feb 27, 2013 10:34:00 AM

Today I sat down with media expert Karin Macpherson, Active International's newest Senior Director of Client Solutions.

Explain your job as you would to a 5-year-old:

I help people make the most of what they have.

Why your role and why @ Active?

Twenty years in the legacy media business have taught me that advertisers are looking for more value. At Active, we create value by helping companies use their excess assets to offset media and marketing expenses. What could be more productive … or more creative?

Most memorable moment at Active so far?

Sitting across from Arthur Wagner in his office in Pearl River, surrounded by his favourite memorabilia collected since co-founding Active over thirty years ago. Arthur told story after story for two hours straight, each one testament to his love of what he does and the people in his life. What an inspiration!

Tell us about your charitable cause of choice?

The National Advertising Benevolent Society provides community and financial support to people within the marketing and communications industry when events take a turn for the worse. I am very excited to be helping them with plans for the 30th Birthday for Nabs fundraiser this year!

If you weren’t in your current career you would probably be ……

Campaigning for social equality in Edwardian England …..

Adjective your family would use to best describe you?


Adjective your Customers would use to best describe you?

Engaged in their business

Adjective your best friend would use to best describe you?


What’s the most innovative thing you’ve seen a customer do to unlock value from their assets?

Illy, the renowned Italian coffee company, worked with Active to create a pop-up retail experience.  This was a marketing first. While sampling booths had been created before, in this case Active worked closely with Illy to design, build and then actually run a selling kiosk.  The soul of Italy’s coffee which lives in its coffee bars was fully transported to a suburban New Jersey shopping mall. How’s that for unlocking value from trade credits!

What is vour favourite Ad of all time?

Most definitely the bear  for canal plus. A great example of fantastic story telling.


The Bear - Canal Plus 

Topics: Media & Marketing, Get to know Active, Agency Perspective


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