Gary Scheiner
EVP, Executive Creative Director at CDMP
Website Address: cdmpagency.com
Each week on “AdTastic,” our host talks to advertising and media experts across the country. This week our host speaks with Gary Scheiner from CDMP. To learn more, check out cdmpagency.com.
What is the main pain point that you solve for your customers?
First-of-their-kind therapies are upending how we treat diseases. Gene therapy, cell therapy, and precision medicines are moving from what was once only imagined, to now being possible. There are no playbooks for building these kinds of brands. No predecessors to follow. They present new challenges—strategic, clinical, and operational—that require a different approach. And a different kind of partner. We are a global, life-changing health and wellness agency whose sole purpose is to help these companies navigate the uncharted waters of launching first-of-their kind life-changing brands.
What is the biggest change in the advertising industry that you see coming in the next 2 years?
We believe that with the continuing onslaught of data, omnichannel will move from a buzzword to an actionable SOP for brands. Similarly, we are leaning into enhancing the overall customer experience with stronger throughlines between our strategy, creative, technology, data, and analytics teams, with the remit of creating customer engagement in the moments that matter and develop personalized, cross-channel solutions with the individual in mind.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
We have definitely seen an uptick in streaming television projects from our clients. The technology allows brands that would normally not produce broadcast spots due to cost and target size are now embracing the medium because they can take advantage of the power of storytelling to connect to their precise target audience.
What’s your biggest challenge with attracting and hiring talent in the past 2 years?
I actually believe the pandemic has presented opportunity for attracting talent. In the past 2 years, we have found the best talent in locations as diverse as Vermont, Georgia, Florida, D.C., and Michigan.
