The Advertising Hall of Achievement: 2004 Inductees

CainePaul Caine, publisher, People

Paul Caine was recently named publisher of People, the world's most popular magazine. A Time Inc. veteran, he previously served as publisher for both Entertainment Weekly and Teen People . Caine's career at Time Inc. began in 1989 as an advertising sales representative for People . In 1994 as a regional sales manager, he was charged with customizing People for the teen market. His business plan resulted in the launch of Teen People , where, as associate publisher, he took the title's advertising page count from zero to 800 in the first year. Prior to joining Time Inc., Caine worked for USA TODAY and J. Walter Thompson.

In 2001 Caine returned to People as associate publisher and was instrumental in bringing the magazine to the #1 spot in PIB pages, revenue and share, reversing a two-year downward trend. One year later, as Teen People's publisher, he led the publication to the #1 PIB position in the category. As Entertainment Weekly 's publisher, his impact was immediate with a series of record-setting benchmark issues including the Summer Movie Preview and the Summer Music Preview.

Caine is also this year's recipient of the Jack Avrett Volunteer Spirit Award, which honors exceptional public service. Caine is an executive board member of the Rock the Vote Foundation and under his direction, Entertainment Weekly joined forces with the organization, along with Teen People , to coordinate a VIP Celebrity Birthday Bash/Voter Registration party. Caine continues to spread the Rock the Vote message throughout Time Inc. as a member of Time to Vote, the company's internal voter registration initiative.

In addition, Caine serves on the executive board of the CJ Foundation for SIDS (Sudden Infant Death Syndrome) in memory of his son, Griffin Matthew. He applied his advertising and marketing expertise to create the Back to Sleep campaign, with help from Jerry Della Femina, which has resulted in reducing the incidence of SIDS by 50% since 1994. He is also a board member of PAX (Real Solutions to Gun Violence) and has acted as a “Principal for a Day” for PENCIL. Caine's continued efforts at I.S. 223 in Brooklyn, his “adopted” school, have resulted in higher attendance, decreased violence and improved test scores among the student population. Caine is also a member of the Tenafly Soccer Board and oversees the community-wide soccer program at the second grade level.

He was recently honored by Crain's New York Business as one of the “40 Rising Stars Under 40.” A graduate of Indiana University, Caine was entered into its Telecommunications Alumni Hall of Fame in 2000.

CredleSusan Credle, EVP, creative director, BBDO New York

Susan Credle began her BBDO career as a secretary in 1985 but quickly rose through the ranks to become a noted creative force in the industry. She was named a junior copywriter in 1987 and copywriter in 1989. She was quickly promoted to associate creative director, elected vice president in 1994 and then senior vice president in 1996. In 1998 she was promoted to her current position of creative director.

Since 1992 Credle has been leading BBDO's creative development on M&M/Mars. Under her direction, the ubiquitous M&M spokescandy advertising has become part of global pop culture and has won numerous awards including ADDYs, New York Festivals, ADWEEK's Best Spots and a place among Video Storyboard's most popular commercials. Most recently, the spokescandy was named to the Madison Avenue Walk of Fame during Advertising Week New York, along with the slogan “Melts in your mouth, not in your hands.”

Credle's creative talents extend to other accounts. She has been an important creative contributor to clients including FedEx, Visa and Pepsi. Recently, she has developed award-winning work on Celebrations, a new Mars product, and was part of the creative effort to land and put Cingular Wireless on the map. Her work for Cingular debuted on the Super Bowl in 2001 to critical acclaim and helped turn the company into a recognized cellular force virtually overnight.

Credle is a member of the BBDO New York board of directors. She has received BBDO's prestigious “Founder's Award,” given only to those individuals who consistently perform “above and beyond the call of duty.” Her work has been notes in ADWEEK, SHOOT and numerous art and graphic design publications.

FreemanMatt Freeman, CEO, Tribal DDB Worldwide

Matt Freeman runs Tribal DDB Worldwide's global network of 21 offices in 15 countries. Under Freeman's leadership, Tribal DDB has become a top 10 interactive agency as ranked by both revenue and creativity.

At age 29, Freeman was named managing partner and co-chief creative officer of DDB Digital in the U.S., one of the six companies that combined to form Tribal DDB Worldwide. He has been the driving force behind the organization's profitable growth and ever-expanding client base, which includes Pepsi, McDonald's, Anheuser-Busch, Sony, Clorox, Microsoft, Unilever, Volkswagen, JC Penney and Johnson & Johnson. Notably, he oversaw the launch of Budweiser's “Whassup!?” translator site, which was recognized as Advertising Age's Best Online Ad for 2001.

Freeman is the founder and chairman of the IAB's Agency Board and is an active member of the AAAA's Interactive Committee. Freeman has also been recognized by publications including The Wall Street Journal , The New York Times, CNN , CNBC , Forrester Research, AdAge , ADWEEK and Creativity .

Freeman's work has won every major industry award including ADDYs, Cannes Lions, Art Directors Club, New York Festivals, ANDYs, Effies and “Best of Show” at the One Show Interactive. He has served as a judge for the Cannes International Advertising Festival and has served as chairman of the Clio Awards, the One Show and the International Andy Awards. Based on outstanding financials, management, creativity and technology, ADWEEK's annual Interactive Grades report for 2003 gave Tribal the third-highest score of any interactive agency. McDonald's and ING, as well as three “notable Campaign of 2002” for Pepsi and State Farm.

Prior to his life in advertising, Freeman worked for MTV, wrote for several magazines and was a prep school English teacher, where he founded and ran the school's social justice program. His current community service efforts include Tribal DDB's pro-bono work for the Ad Council and The Hunger Site. He also leads the Youth Advisory Group for Temple Sinai in Summit, New Jersey.

KoernerStacey Lynn Koerner, EVP, director, Global Research Integration, Initiative

In her current position, Stacey Lynn Koerner is a key member of the global research team charged with the integration of Initiative's leading research endeavors. Her broad research skills are applied to a wide array of critical research issues, with an emphasis on understanding consumer media behavior. Widely respected in the industry, she is routinely quoted in trade and consumer media outlets, and regularly appears on CNN, CNNfn and CNBC to discuss television programming trends. She joined Initiative in August 2001 when TN Media merged with Initiative.

Prior to her promotion in 2003, Koerner held the position of senior vice president, director of broadcast research, in which she was responsible for the company's television research and programming analysis. She continues to spearhead Initiative's annual studies on the television viewing habits of African Americans and Hispanics. By closely examining demographic, census and Nielsen data, the studies have pinpointed viewing habits for two growing ethnic groups in the United States.

Before joining TN Media in 1997, Koerner conducted television and print research for D'Arcy Masius Benton & Bowles (DMB&B) while concurrently earning her master's in media studies from New York University. She began her career at Katz Communications as an analyst in programming and local market research before moving on to spend several years at CBS. Koerner is president of the Radio and Television Research Council (RTRC) and is a member of the Media Rating Council (MRC). In 2003 she was honored as a “Media Maven” by Advertising Age and was named the most quoted executive in the industry in the publication's annual “Media Talk” survey. Also in 2003 Koerner was profiled in Crain's New York Business as part of the prestigious “40 Under 40 – New York's Rising Stars” feature.

Koerner maintains an alternate career as a studio vocalist lending her voice to a variety of projects from original scores for CBS soaps to scratch tracks for Chaka Khan. She also occasionally performs with her husband's band.

QuevedoAldo Quevedo, managing partner, executive creative director, Dieste Harmel & Partners

Aldo Quevedo began his creative career in advertising in 1990 as a copywriter with Ogilvy & Mather Mexico after graduating from the Instituto Tecnológico y de Estudios Superiores de Monterrey, Mexico. While at Ogilvy & Mather, he quickly became group creative director and created award-winning advertising for Pepsi, Kentucky Fried Chicken Mexico, Kraft General Foods, Kimberly Clark, Mattel Toys, Jaguar, American Express and Pond's, among others. In 1993 he joined the creative group of a U.S. based Hispanic agency to create advertising and promotions in the US Hispanic market and successfully helped build the image of such clients as Tabasco, Wrangler, GTE and Bank One.

Now with Dieste, Harmel & Partners, Quevedo has helped establish the agency as one of the hottest shops in the Hispanic market in less than eight years. Dieste, Harmel & Partners has been selected by Advertising Age as Multicultural Agency of the Year in 2001 and again in 2003. Also, DH&P was selected by ADWEEK as the overall Southwest Agency of the Year in 2001.

Quevedo's talent has been recognized by several national and international award committees, including being the first Mexican to win a Cannes LION. Quevedo has also received 20 ADDYs (including one Best of Show in broadcast), the 2001 Best of Show at the Advertising Age Hispanic Creative Awards, more than 20 SE HABLA ESPAÑOL awards (including the Best of Show's in print and TV), EFFIES, New York Festivals Awards (including Gold and The Grand Award for Public Service), Clio finalists, SOLES at the FIAP Festival in Buenos Aires, Argentina and CIRCULO DE ORO Awards in Mexico.

His print, broadcast and promotional expertise both in the Mexican General Market and U.S. Hispanic Market makes Quevedo one of the most complete creatives. He was selected as the Best Creative Director of the U.S. Latino Market two years in a row (1999 and 2000) and again in 2002 by LatinSpots magazine in Buenos Aires, Argentina.
Quevedo is involved in numerous volunteer and civic activities to improve the life of Latinos in the U.S. He has served on the Hispanic Executive Committee for the Partnership for Drug Free America and has worked closely with the Nelson Tebedo clinic, an AIDS resource center. He has also been instrumental in the creation and leadership of The Circulo Creativo (national Hispanic Creative Council).

RoehmJulie Roehm, director, marketing communications, Chrysler, Jeep ® and Dodge Brands, Chrysler Group

Julie Roehm was named to her current position in January of this year. Since beginning her new role, Roehm has created a department able to effectively gain maximum exposure for all three brands by leveraging individual brands successes while keeping the unique feel of each. An area that has greatly benefited from a synergistic approach is gaming. Since January, Chrysler Group has experienced over 1.5 million game plays while gathering valuable metrics: the primary demographic of a game player is the hard to reach young male. In addition to expanding gaming, Roehm has led a drive to increase the amount of online advertising done by the Chrysler Group.

Prior to her current position, Roehm was the director of marketing communications of the
Dodge Brand. She oversaw the development of the “That Thing Gotta Hemi?” campaign, which has been lauded by the advertising and automotive press as one of the most significant in recent times.

Roehm is dedicated to innovation in outreach and structure. She has increased media and event spending to the multicultural markets by more than 50 percent each year and shared in the review, evaluation and selection process for Chrysler Group's multicultural agency. Roehm's embrace of the Internet and influence on the Dodge Web site have resulted in a 303 percent increase in traffic. has won such distinguished awards as “Outstanding Web site” award from the Web Marketing Association, “Web site of the Week” award from Communications Arts, “Site of the Day” awards from Yahoo! and Macromedia, as well as “Top Automotive Manufacturing Sites” from Nielsen and Ad Age. Most recently, won three Caddies, including a gold Caddie for the “Outstanding Web site” category.

Media mix, product integration and media buying processes are just a few of Roehm's area of expertise. Examples of her forays include integration of product into programs such as The Apprentice. Roehm provides interviews regularly to The Wall Street Journal, Advertising Age, Automotive News, BRANDWEEK, Business Week and Newsweek . Additionally, she has been featured on the cover of Advertising Age in their “Women to Watch” piece, as well as a feature story within Working Woman's , “20 under 30” feature. In August of 2004 Roehm was named as the Marketing All-Star for 2004 by Automotive News.

WellsAndrea Wells, EVP, Chevrolet account director, Campbell-Ewald

Andrea Wells is responsible for overseeing Campbell-Ewald's advertising and marketing communications for Chevrolet, the nation's largest agency automotive account. She is among the youngest executives and the first woman to hold this position at the agency. Wells joined Campbell-Ewald in 1988 as a traffic coordinator, eventually working on all phases of Chevrolet's business. She was promoted to vice president in 1993, senior vice president in 1997, group senior vice president in 2002 and executive vice president in 2003.

Wells has been responsible for multiple new vehicle launches and the acclaimed Chevy “Rock & Roll” campaign. Most recently she guided the development of Chevrolet's massive brand campaign, “An American Revolution,” that launched nationwide on New Year's Eve 2003.

She is well regarded by her colleagues and her clients. Several years ago, Campbell-Ewald established a Creative Champion award to recognize Wells' extraordinary contributions to the company and to encourage other account executives to follow suit. She has won the award ever since. Perhaps the best example of this success is in her work on the “An American Revolution” campaign. This campaign burst onto the marketplace and is one of the most recognized and popular automotive campaigns after only eight months in market. In an all time record, 98 percent of dealer groups elected to link their spots to the national campaign.

In addition to her primary responsibilities she has given leadership to broad agency initiatives, including the Women2Women communications group, a team dedicated to being on the forefront of marketing with women. She also directs the agency's pro bono work on behalf of HAVEN, a women and children's shelter. She is also dedicated to education and mentoring — after helping a client teach a class at GM University, she was invited to join the faculty.

Wells is active in the advertising community serving on the Marketing Advisory Board at Oakland University, the boards of directors for the American Association of Advertising Agencies and the Michigan Sports Hall of Fame and is a member of the Adcraft Club of Detroit.
Wells is a volunteer for several local organizations, including Parkview Elementary Parent Teacher Organization and Special Olympics. She is a graduate of Michigan State University.