Entercom - Maverick of the Year
Company: Entercom, New York, NY
Company Description: Entercom is a leading American media and entertainment company reaching and engaging over 100 million people each week through its premier collection of highly rated, award winning radio stations, digital platforms and live events. Entercom is one of the two largest radio broadcasters in the U.S., and the nation's unrivaled leader in news and sports radio.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Maverick of the Year
Nomination Title: Ruth Gaviria, Chief Marketing Officer
Describe for the judges the activities and accomplishments of the nominated woman since the beginning of July last year (up to 525 words):
Ruth is a marketing trailblazer with a stellar portfolio spanning Univision, Meredith Corp, Time Inc., Procter & Gamble, Miller Brewing Company and Colgate Palmolive. Currently, Ruth serves as the first Chief Marketing Officer at Entercom, founding its strategic marketing function in 2016 and overseeing corporate marketing, brand development and design, ad sales marketing and research, and communications.
Ruth leveraged a pivotal moment in Entercom’s 50-year history – the company’s $2.4 billion acquisition of CBS Radio in November 2017. She set out to rebrand radio as a relevant, innovative media and to position Entercom as a media powerhouse and one of the two largest radio companies in the U.S.
Ruth’s vision was to define Entercom’s value proposition: local connection on a national scale. She created “new” Entercom positioning as a leading media and entertainment company and the country’s No. 1 creator of live, local, original audio content – a strategy targeting advertisers and other stakeholders who had written off radio as a dying business.
For the rebrand strategy, Ruth designed a modernized brand identity and logo, including typography, color palette and graphics packages, to reimagine Entercom’s look and feel. She redesigned Entercom’s website, ushering in a dynamic digital destination that represents the new brand identity and provides a comprehensive experience for both listeners and advertisers. She rolled out a suite of branding assets and ad sales tools to support the company’s 235+ local stations, digital platforms and live events and leverage Entercom’s new national scale.
Then, Ruth went after advertisers by launching the first ad campaign in radio’s history – “The Marketer’s Guide to Radio.” The campaign strategically targeted stakeholders with spreads in Ad Age, Adweek, Variety, Hollywood Reporter, Billboard, New York Times and Wall Street Journal, touting the power of radio with little known Nielsen data and an open letter from Entercom’s CEO. Lauded across the industry as a long-overdue advocacy initiative for radio, the campaign delivered 13+ million impressions and, importantly, positioned Entercom as the ‘official voice of the radio industry,’ taking a leadership role where other broadcasters never had.
Ruth then disrupted the 2018 television Upfronts, launching a heavy-hitting campaign pushing advertisers to shift their investment in TV and add radio instead. The ad campaign – “Let’s Be Upfront: Your TV Plan Needs to Work Harder. Add Entercom.” – ran strategically in Ad Age, Adweek, Hollywood Reporter, and New York Times, delivering 5.6 million impressions, and counting. She not only solidified Entercom’s position as an industry leader, but made a space for radio where it had been previously ignored.
In addition to engineering the company’s first marketing function, rebranding Entercom and radio during the major media acquisition of CBS Radio, engaging and educating advertisers with trailblazing campaigns, and accelerating audience development and ad sales marketing practices, Ruth institutionalized marketing at Entercom, making it a critical part of doing business at the company. Most impressively, she accomplished it all with a very small in-house team and no agency of record.
Ruth’s entrepreneurial spirit, innovative and creative approach to problem solving, and uncanny ability to generate exponential results with limited budgets, time and resources are part of her professional DNA. Ruth is, in every way, a maverick.
Provide a brief biography of the nominated woman (up to 125 words):
Prior to Entercom, Ruth served as the EVP of Corporate Marketing at Univision where she strategically structured and institutionalized the marketing organization.Ruth developed the rebrand of the organization and its portfolio of multiplatform properties.She led the Univision Upfront from 2012 through 2015, automated cross-channel promotion and created the digital marketing practice. While at Meredith Corp., Ruth launched Hispanic Ventures, creating a portfolio of print and digital brands and a custom publishing practice to engage with Hispanic consumers.
Ruth was recognized in The Holmes Report’s “Innovator 25” in 2018, Fast Company’s “Top 100 Most Creative People in Business” in 2014, Ad Age’s “Top Women to Watch” in 2013, CableFax’s “Most Powerful Women in Cable” in 2013, and Ad Age’s “Top 100 Marketers” in 2000.