Author: Anne Richardson

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The Media Planner and Buyer’s Toolkit

The first question media planners and buyers always should ask new customers is why they have decided to invest in a paid media strategy. While it may seem like a throw-away question, it tells us a lot up front about how well our clients understand the mechanics of advertising. By

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5 Podcasts That Led Us To Launch Our Own

Whether you’re looking to learn more about history, take up a new hobby, train your favorite canine, hone your leadership skills, or pursue numerous other worthy endeavors, there is likely a podcast out there for you. One of the fastest-growing communication forms in the country, a study by Podcast Insights

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Where We Stand Re: #StopHateForProfit

Our agency places ads across a multitude of digital and traditional advertising platforms. For quite some time, we’ve been aware of Facebook’s failing report card in regards to the perpetuation of hate speech and harassment. In recent months, this situation has taken on a new sense of urgency and forced

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Shifting Priorities and Unexpected Opportunities

Weeks spent in quarantine force on us a slower pace compared to those rushed days of the recent past. I feel like I’ve been swimming in molasses with waves of sadness, fear, worry and occasional absurdity rolling over me depending on the day. Time is a mess. There’s too much screen time, not enough time to sleep and plenty of time to think. We’re all trying to cope, but the big takeaway is that even the best conference technology is no substitute for real human connection. It doesn’t take long for isolation to take its toll.

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Comparing Awareness vs. Conversion Campaigns

One of the most important questions we ask new clients is, “What are you hoping to achieve by running this media campaign?”

Typically, clients answer this question in one of three ways:

  1. They may have launched a new product or service and are looking to build awareness and boost exposure.
  2. They may be more established and looking to drive leads or increase purchases online or in-store.
  3. Then there’s a combination of the first two answers: Many clients express dual goals of lifting awareness while concurrently driving conversions.

Regardless of whether you call this third type of media campaign a hybrid, a combo, or a mix, the majority of our clients seek to generate a blend of awareness and conversion outcomes. As media planners, we have a range of tactics at the ready to help our clients achieve their desired objectives.

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Richardson Media Group conference room.

Working Remotely: Technology We Use Everyday

We are a very small agency, with just two full-time employees on-site and the rest of our team virtual, so in many ways, remote work is easier for us than it may be for larger organizations trying to manage the behaviors and routines of numerous employees. As a business owner, my goal is to maintain open communication channels between my staff and clients. Offering kindness, patience and compassion is so important, especially during this enormously stressful time.

Instead of writing another “Tips on How to Work from Home” article, I’d like to use this post to give a shout-out to the software companies we utilize every day to keep our agency processes moving forward efficiently and accurately. I’ll start with our media planning and buying software, move into a few of our production/organizational tools and finish with our data and reporting dashboard. I’m excited to share these great products with you and encourage you to check out the links I’ve included to each service for more details

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Opinion: The Media Planner/Buyer Is Here to Stay

I read an article the other day claiming that the service of media planning is “up for grabs” in today’s advertising marketplace. The author’s premise was that the comprehensive media planning model must compete with a growing list of alternatives offered to clients who may not know how to differentiate between these options. Publishers and other media companies package media planning and buying into their capabilities and many digital agencies who build websites have started to help their clients promote them, too. Let’s not forget the big tech giants that have made self-service advertising appear far easier than it really is.

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Joining the Leadership Seacoast Class of 2020

The tables inside The Browne Center were mostly full when I rushed in, but fortunately, the organizers had saved me a seat near the door, so I didn’t have to wander about, exposing my tardiness any further. I had been looking forward to this day with great anticipation. Still, as with any new experience, I awoke that morning feeling uncertain, a mixture of first day of school, driver’s ed, and prom night anxiety all rolled into one.

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2019: Another Remarkable Year For Greater Boston’s Media Planning + Buying Agency

Measuring media planning and buying success for our clients and ourselves.
A new year is a natural jumping-off point, a time to think about future goals and set our sights on what’s up ahead. It’s a busy time for a media planning and buying agency as we prepare to launch new campaigns in the new year. It’s also the season when we look back over the past year, acknowledging (and celebrating) successes and finding meaning in the challenges we may have encountered.

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Anne outside the door of the Richardson Media Group office.
In addition to her role as owner and media director here at RMG, Anne authors the majority of our blog posts. Favorite topics include the entrepreneurial journey, media planning and buying, and forming productive agency partnerships.