Tricia has worn many hats during her 20 years at Empower. Tricia’s passion for media and clients’ business is infectious. She is always on the leading edge of change, embracing it, and pushing our partners as proven through spearheading Empower’s Advanced Video/Innovaction Summits where she goes toe-to-toe with media partners to explore never-been-done-before ideas that change the game of the industry. Products that are a direct result from Tricia’s summits include:
- Testing :06 ads before they were widely adopted.
- Executing the industry’s first data-driven programmatic buy fueled by first-party consumer data. This groundbreaking campaign drove twice the return on ad spend versus non data-driven and age/gender buys.
- Trailblazing Advanced TV, fighting for a tenth of a point to beat the market in the Upfronts, convincing clients to shed the GRP and flawlessly building customized brand integrations.
- She has been a key contributor in providing feedback on the development of Open AP which enables unified, consistent audiences within premium TV content at massive reach and scale.
- Tricia has a proven ability to prove the effectiveness of media plans by identifying the networks that are most responsible for driving traffic in-store for a client.