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Media Buyer of the Year: GM Planworks’ Mike Rosen
GM Planworks’ Mike Rosen has been chosen by TelevisionWeek as Media Buyer of the Year, thanks to his effectiveness in changing the way the automaker sends marketing messages to potential customers. And, because GM has such pull in the industry, TV advertising in general is changing, as well, as Rosen shifts GM from simply buying 30-second spots to investing in branded entertainment, multimedia marketing platforms, and experiments in new video technology, TelevisionWeek writes.
When Starcom MediaVest’s Planworks won GM’s media buying business away from Mediaworks, where Rosen had been working, Rosen was one of the first Mediaworks staffers Planworks wanted to keep, according to Dennis Donlin, president of Planworks.
TelevisionWeek surveys the selling community each year to discover the right person to honor as Media Buyer of the Year. Rosen will receive award at TelevisionWeek’s annual Upfront Summit in April.