Kristen Evans
EVP, Strategy & Client Services at RLM Media
Website Address: https://rlm-media.net
Each week on “AdTastic,” our host talks to advertising and media experts across the country. This week our host speaks with Kristen Evans from RLM Media. To learn more, check out https://rlm-media.net.
What is the main pain point that you solve for your customers?
Businesses that have layers: compliance, regulations, standards, etc. struggle to connect with real people. As communicators – that is who we are at our core – we focus on helping our customers communicate in a way that is authentically them AND relevant to their audience with true resonance. We help our customers keep in the forefront of their minds and strategies that their audiences are real people.
What is the biggest change in the advertising industry that you see coming in the next 2 years?
Industry change is slow to happen, even when it has surges and heights. The world demands more authenticity, inclusion, and representation. Advertising is still figuring this out – and will be for some time. Advertisers really need to take a human-centered approach to creativity, communication and connection. As agencies aim to help brands and businesses get in front of their audiences, it has to be in a way that reflects the The Actual Market™ and that means challenging ourselves to develop unique messaging that speaks authentically to real consumers.
How is the trend towards streaming television (CTV) impacting your advertising strategies?:
As streaming consumption increases and channels become more fragmented we focus on meeting audiences where they are. Today CTV is mostly part of the TV mix alongside broadcast and/or cable depending on the category and audience type. When you think about it, CTV is serving many of the same channels, programs, and shows as broadcast and cable, so it’s really about knowing your audience – the type of genres and programs they consume – and then meeting them on whichever platform they are watching / streaming.
What’s your biggest challenge with attracting and hiring talent in the past 2 years?
As really talented people look for new jobs, many are looking into industries they don’t have immediate experience in, or none at all. That has challenged us to look at each candidate’s transferable skills. Equally so, it has encouraged us to ask ourselves “what do they need to have coming in the door” vs. “what can / are we willing to teach”. There are some roles that require technical skills, yes, but these days we are being smart about assessing our hiring pool based on strong transferable skills that we can build upon with technical skills.
