Katelin Sheffiield, a Social Media Community Manager at Seiden Advertising agency, located on Madison Avenue is the daughter of Barry Sheffield (General Manager, WFDU 89.1 FM) and Judy DeAngelis Sheffield (a 1010 WINS legend). All of 26, Katie has already had so many feathers to her cap. Conversational in Spanish and having traveled to Spain to study Art History, this young lady now develops social media content for Health Quest, the Hudson Valley's largest integrated family of hospitals and health care providers.
It was a rainy Monday morning, and as arranged by Judy Sheffield, who happens to be my colleague at WFDU 89.1 FM, she brings her daughter at 10 past 11. Before I get into the interview details, I would like to mention that Ms. Judy had taken off as her daughter was visiting her after long. She, however, took out couple of hours and drove her daughter to WFDU just for the interview. I couldn't be any less thankful to her. After all who loves coming to work on a day that is supposed to be spent shopping around with daughter!
So, moving forward, as the door to the office opens, I see Judy along with a tall, white woman, with shoulder length golden brown hair, dressed in different shades of black. After the usual greetings, we sit down for the interview. The interview wasn't in a routine question-answer format, but it was more of a conversation.
Here are some of the excerpts from the advertising conversation, we had:
Madison Ave & People:
Katelin: I work in a company that is dominated mostly by females, most of whom are whites. And, sadly it is the same at almost all ad agencies on Madison Ave. You hardly get to see any Blacks or Latinos or even Asians! I hope that Madison Ave, would leave this bias behind and hire people of different colors, not just for low-ranking jobs, but for high-ranking jobs as well.
Advertising: A reflection of American life:
Katelin: Surely, advertisers these days are trying to reflect the true America, that it is now. Advertisers are now opening up and people are slowly being more acceptable towards people who do not necessarily look like them. For instance, the Cheerios commercial, which reflects a multiracial family. And, then lot of new ads which show people of different ethnic backgrounds, coming on the same platform, enjoying the equal stature as the Caucasians do.
Advertising Trends:
Katelin: Advertisers are being extremely creative and experimental these days. Look at the Absolut Vodka commercial featuring Spike Jonze, wherein without even once mentioning the brand during the whole ad, the brand successfully conveys a message that people remember for longer time. Advertisers know that people easily get offended when they are hammered continuously without any reason. Hence, they create a nice storyline/message and bring brand into the picture only in the end.
Advertising Health Quest:
Katelin: Health Quest is the Hudson Valley's largest integrated family of hospitals and health care providers. So, it being a health care entity, we try to create a force of happy healthy movement. We cannot glorify and advertise Health Quest, like we do with other commercial products. We try to communicate healthcare tips through our Twitter & Pinterest accounts. Through our Facebook page, we tell people stories of real people, who have suffered some form of ailment. And, having pictures of them put on Facebook really makes them all excited and happy about their Social Media fame. We also have LinkedIn account, which we use as a platform to give out Hospital news, and talk about our achievements.
Next Advertising Media:
Katelin: It could be Ello! However, looking at its slow start, it seems like it might fade out just like Google Plus. Facebook still seems to be in-thing. Look at the number of sponsored ads on Facebook these days. More than the feeds from the people, we get to see the advertisements (sponsored/paid types) these days. Ads are no longer restricted to the right bar, where they used to be till couple of years back. Facebook has turned completely commercial and advertisers are making the most out of it because, it no longer is a medium for the youngsters, it is used by oldies as well. In fact the fact that we put up patient stories on Facebook, make them want to have their accounts on it.
And, thats how we ended our conversation! Just like her mother, Judy Sheffield, she came across as a really warm person, with a deep understanding about advertising and the ongoing trends. With her unconventional, creative writing style, she wishes to bring a difference to society someday.
It was a rainy Monday morning, and as arranged by Judy Sheffield, who happens to be my colleague at WFDU 89.1 FM, she brings her daughter at 10 past 11. Before I get into the interview details, I would like to mention that Ms. Judy had taken off as her daughter was visiting her after long. She, however, took out couple of hours and drove her daughter to WFDU just for the interview. I couldn't be any less thankful to her. After all who loves coming to work on a day that is supposed to be spent shopping around with daughter!
So, moving forward, as the door to the office opens, I see Judy along with a tall, white woman, with shoulder length golden brown hair, dressed in different shades of black. After the usual greetings, we sit down for the interview. The interview wasn't in a routine question-answer format, but it was more of a conversation.
Here are some of the excerpts from the advertising conversation, we had:
Madison Ave & People:
Katelin: I work in a company that is dominated mostly by females, most of whom are whites. And, sadly it is the same at almost all ad agencies on Madison Ave. You hardly get to see any Blacks or Latinos or even Asians! I hope that Madison Ave, would leave this bias behind and hire people of different colors, not just for low-ranking jobs, but for high-ranking jobs as well.
Advertising: A reflection of American life:
Katelin: Surely, advertisers these days are trying to reflect the true America, that it is now. Advertisers are now opening up and people are slowly being more acceptable towards people who do not necessarily look like them. For instance, the Cheerios commercial, which reflects a multiracial family. And, then lot of new ads which show people of different ethnic backgrounds, coming on the same platform, enjoying the equal stature as the Caucasians do.
Advertising Trends:
Katelin: Advertisers are being extremely creative and experimental these days. Look at the Absolut Vodka commercial featuring Spike Jonze, wherein without even once mentioning the brand during the whole ad, the brand successfully conveys a message that people remember for longer time. Advertisers know that people easily get offended when they are hammered continuously without any reason. Hence, they create a nice storyline/message and bring brand into the picture only in the end.
Advertising Health Quest:
Katelin: Health Quest is the Hudson Valley's largest integrated family of hospitals and health care providers. So, it being a health care entity, we try to create a force of happy healthy movement. We cannot glorify and advertise Health Quest, like we do with other commercial products. We try to communicate healthcare tips through our Twitter & Pinterest accounts. Through our Facebook page, we tell people stories of real people, who have suffered some form of ailment. And, having pictures of them put on Facebook really makes them all excited and happy about their Social Media fame. We also have LinkedIn account, which we use as a platform to give out Hospital news, and talk about our achievements.
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| My Health Quest Page on Facebook, which Ms. Sheffield handles |
Next Advertising Media:
Katelin: It could be Ello! However, looking at its slow start, it seems like it might fade out just like Google Plus. Facebook still seems to be in-thing. Look at the number of sponsored ads on Facebook these days. More than the feeds from the people, we get to see the advertisements (sponsored/paid types) these days. Ads are no longer restricted to the right bar, where they used to be till couple of years back. Facebook has turned completely commercial and advertisers are making the most out of it because, it no longer is a medium for the youngsters, it is used by oldies as well. In fact the fact that we put up patient stories on Facebook, make them want to have their accounts on it.
 |
| Myself with Katelin Sheffield |
And, thats how we ended our conversation! Just like her mother, Judy Sheffield, she came across as a really warm person, with a deep understanding about advertising and the ongoing trends. With her unconventional, creative writing style, she wishes to bring a difference to society someday.
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