Rachel Morrissey joins Eden Road Trading

Rachel Morrissey joins Eden Road Trading

Rachel MorrisseyAs we continue to hire for our media trading division, meet Rachel Morrissey, our new Assistant Digital Media buyer.

Rachel comes to us from Fordham University where she kept herself busy as a Bachelor of Arts Communications major along with a New Media Concentration and a Minor in Marketing. I guess it only makes sense that she would start her career in the digital division of a leading New York media trading company!

In her position, she traffics insertion orders and contracts to media vendors, assists in the media planning process, sends out RFPs to vendors and analyses campaign performance.

Rachel’s other passion is fashion. While at Fordham as a self-described Fashionista, she was a prolific writer about style around the city – taking pictures of people and blogging weekly articles about the clothes they wore. Rachel also wrote articles for the Style Advice of the Week category which highlighted a specific trend and advice to readers on how to better incorporate current styles into their wardrobe.

Keep an eye out for Rachel’s writing in this blog. We’ve convinced her to spend a bit of her rare spare time sharing her thoughts on all things digital media… and maybe even a little bit about fashion!


Evergreen Trading makes it up Everest!

Evergreen Trading makes it up Everest!

Christine holding the ET banner at Base CampChristine has returned home after three weeks in Nepal climbing to Everest Base Camp One. See our original post on Christine Regan's trek up Everest.

We caught Christine in between naps as she acclimates back to the North American Mountain time zone, and asked her a few questions about her journey.

ET: You did this climb to raise money for CARE. How much did you personally raise?

CR: I was fortunate to get contributions from a lot of generous people and organizations, especially Evergreen Trading, but I raised a total of $5,700. The team that I was part of raised over $65,000.

ET: Besides raising all that money, what did you hope to accomplish with this trek up Mount Everest?

CR: I had a few goals. One was to get my body into shape and establish a strong exercise routine. As a side benefit, I ended up losing 16 lbs. While I wouldn't recommend Everest as a weight loss strategy, I guess it worked for me! I was also looking for a new travel adventure. I love to travel. Foreign travel feeds my soul in a way nothing else does. Spiritually, I was also looking to reinforce my belief in myself that I am stronger than I think I am, and capable of more than I may believe. In the end, I accomplished each of my goals.

Christine in front of Everest

ET: What was the most gratifying aspect of the climb?

CR: I think it was facing my fears that came up throughout the trek. I was a little nervous about being the only American and not having met the team. They had several months to train together and had time to bond and connect, and I was just a stranger showing up the day we blasted off on this new adventure. It was a little intimidating.

My bigger fears that kept coming up were: Am I in good enough shape to handle the climb?  Will I survive this? After all, people die climbing these altitudes. But I did survive, and I made friends with several members of my team. It was gratifying confronting and then getting past my fears.


ET: What was the most difficult aspect of it all?

CR: The constant health challenges that I had. I flew over there with an ear infection and severe allergies which gave me horrific sinus problems. Then, eating some local food, I developed two food borne illnesses. I had nightly migraines from altitude sickness which kept me from sleeping, so I was exhausted on the treks each day and that contributed to twisting both ankles. The lack of oxygen is the biggest problem. I started getting horrific migraines on the mountain, and was quite nervous about the altitude sickness, acute mountain sickness, and HACE [High Altitude Cerebral Edema]. All threats you face when you start dealing with high altitude.

I especially got nervous when Shawn Dawson, our team leader warned us that headaches were normal, and he referred to those that span the front part of your head. But headaches that span the back part of your cranium can be very, very dangerous. And those were the kind of headaches I was getting each night. My head would feel like it was going to explode. It was so painful that for several nights, they brought me to tears. It didn't help that a friend told me just before I left that her neighbor's son died at base camp suddenly without warning from HACE. So it was a very real fear present each day.

ET: You are a marketing person, right? What can Everest teach us about business?

CR: The only constants about Everest are change and adversity. You have to be flexible and constantly adapt to the weather. You need to take it one step at a time. You need to be a little courageous and step outside your comfort zone.  You need to have faith in yourself and if you do, what you will find is that you cannot run or hide from yourself on the mountain. Who you are – the real you – comes out under that pressure. That can either be a you that inspires others or the you that humiliates yourself. Put another way, your character shows up loud and clear on the mountains. I think that business leadership today can learn a lot from Everest.

Can I thank Evergreen Trading? Gordon and Kaethe Zellner, and their Evergreen Trading Giving Fund really helped me kick-start my fund raising momentum, and for that I'm grateful.

Now it's your turn. As a comment below, share a meaningful goal that you want to achieve. Remember: It's often been said that writing down and sharing a goal makes it much more likely you'll achieve it.


The 2012 ANA conference: bigger and better than ever

The 2012 ANA conference: bigger and better than ever

We just returned from a fun and enlightening three days in Boca Raton Florida. The Advertising Financial Management conference of the Association of National Advertisers was an intense immersion into the financial issues of advertising.

There were some terrific speakers like Sir Martin Sorrell, CEO of WPP, who talked about client/agency relations and admonished agencies to be strong junior partners to their clients and to invest in new functional capabilities. 

This was by far the biggest turnout for an ANA conference yet, and points to the increasing role of procurement in marketing. "Marketing is the new Finance" was heard more than once over the three days in which most attendees were there to gain a better understanding of best practices in agency compensation and procurement. The general feeling seemed to be that there may be some improvement in the economy, but clients are still looking to be efficient and smart about spending.

"Finance, metrics, and ROI are really driving the discussion at this conference and around the client conference table", said Evergreen Trading' John Floto. "I think more than ever, Procurement has a seat at the table and a strong voice when it comes to selecting and managing the agency relationship."

Also attending was our Managing Partner, Gordon Zellner who added, "It seems like lots of areas are up for re-interpreting and re-working, especially when it comes to agency compensation. People seem to realize that they must try new approaches in compensation models, working more closely with internal departments, and consider new ways to integrate digital and alternative media buying strategies into the mix."

Not surprising, we had a lot of conversations about how Corporate Trade could be used to drive down costs and create greater media efficiencies. "Procurement can cut costs only so much by adjusting agency compensation and negotiating with media vendors.", stated Gordon. "They need more than just the few points of savings those moves will give them. And I think people have been through the old corporate trade models, so especially with this audience, there is definitely a growing desire to evaluate a new media platform like Evergreen Trading."

Here are a few tweets from the conference that caught our eye:

From Ron Kline
Director of Marketing, Midmarket and Business Partners Organization
IBM Corporation

IBM: 71% of CMOs feel unprepared to manage data explosion; 68% social media; 65% channel and device choices; 63% shifting demographics.

IBM: CMOs have just three or four years to make their mark.

IBM: by 2015, ROI will be the leading measure of success for CMOs, followed by customer experience, new customers, overall sales.

From Kelly Mooney
Chief Executive Officer
Resource Interactive

Mooney: need to develop always-on teams, much like Gatorade's Mission Control, to gather consumer insights that influence the product.

Mooney: everywhere commerce is a digital trend; shopping whenever and wherever, with whatever. Brands can open/close sale in new places.

From Brian Wieser
Senior Analyst
Pivotal Research

Wieser: industry benchmarks should be viewed as reference points; use your own data to benchmark. How are you doing against yourselves?

Wieser: When looking for a new agency, don't base your decision on "lowest price" because, ultimately, you get what you pay for.

Wieser: be leery of media pricing benchmarks and forecasts because they don't really tell you a lot.

From Alan Rutherford
Founding Partner
Axiology (and International Advertising Association Chairman & World President)

Rutherford: all markets moving toward complex/opaque media sophistication.

Rutherford: benchmarking needs to take a back seat to performance optimization.

Rutherford: we need greater transparency between the agency and the holding company.






Christine’s itinerary as she climbs Everest

Christine’s itinerary as she climbs Everest

People have been asking about Christine as she ascends to Base Camp one on Mount Everest – see the post A humanitarian and personal journey up Mount Everest

She is doing well, but experiencing the natural effects of the cold and of the much thinner air. She's armed with a good camera, so we should have some great looking shots upon her return.

Since people have been asking her whereabouts, here's her itinerary through the climb:

Date Activity  
4/23 Arrive Kathmandu  
4/24 In Kathmandu – Guided half-day city tour  
4/25 Trek to Phakdingma  
4/26 At Namche Bazaar – Acclimatisation  
4/27 Trek to Thyangboche  
4/28 Trek to Dingboche  
4/29 Rest and acclimatise in Dingboche  
4/30 Trek to Lobuche  
5/1 Excursion to Everest Base Camp and trek to Gorekshep  
5/2 Excursion to Kalapathar and return to Periche  
5/3 Trek to Namche Bazaar  
5/4 Trek to Lukla    
5/5 Fly to Kathmandu  
5/6 In Kathmandu  
5/7 Trip concludes in Kathmandu  


A humanitarian and personal journey up Mount Everest

A humanitarian and personal journey up Mount Everest

Evergreen Trading is proud to be a sponsor of Christine Regan in her climb to base camp one on Mount Everest. Her climb will take her 18,192 feet to the south base camp in Nepal.

Her climb and that of her climbing companions will raise money for CARE to assist in their fight against global poverty. The Evergreen Trading Giving Fund has donated money to support Christine in her challenging but very worthwhile effort.

While you may have heard of CARE, you may not realize that CARE is a leading humanitarian organization fighting global poverty. CARE places special focus on working alongside poor women because they believe that, equipped with the proper resources, women have the power to help whole families and entire communities escape poverty. Women are at the heart of CARE’s community-based efforts to improve basic education, prevent the spread of disease, increase access to clean water and sanitation, expand economic opportunity and protect natural resources. CARE also delivers emergency aid to survivors of war and natural disasters, and helps people rebuild their lives.

There is also a symbolic reason for Christine’s trek, and that is to provide her with a personal challenge that will require her to overcome fear and great physical difficulty by embracing a team and her own uncompromised resolve to reach a challenging goal.

Sharon Wood, the first North American woman to summit Everest and to do so on a new route and without Sherpa assistance, serves as inspiration to Christine. The following principles promoted by Sharon will serve to propel Christine 18,192 feet, and should serve the rest of us in our daily lives to achieve our personal challenges and goals right here around sea level:

  • Harness the power of passion and curiosity
  • Maximizing courage while diminishing fear
  • Learning to LEAD from where we ARE
  • Fostering a SHARED VISION
  • Embracing the value of diversity
  • Accomplishing more with less
  • Being and living our potential
  • Thriving through change and adversity
  • Performing versus conforming
  • Integrating personal aspirations with the teams aspirations
  • Recognizing, giving and receiving support
  • Looking outside the box for creative solutions
  • Maintaining momentum and staying the course
  • Believing BETTER is POSSIBLE
  • Expanding possibilities

The team at Evergreen Trading embraces these principles, and recognizes them as critical to achieving success in business as well as in one’s personal life.

We will be following Christine and providing updates and photographs as she makes her way through this arduous 2 week journey which will begin this Sunday morning. If you wish to learn more, visit Christine’s site dedicated to her climb.

Tom Cotner joins Evergreen Trading’ senior team

Tom Cotner joins Evergreen Trading’ senior team

Quick, what do you get when you start with an uncommonly benevolent person, add 25 years of retail and corporate trade experience, and mix in some genuine love for teamwork, and a dash of infectious positive attitude? Well, you get Tom Cotner, of course.

We are, therefore, proud to announce the addition of Tom to our senior team. As Senior Vice President, Tom will be using his formidable trading experience and connections to create and manage trading relationships for Evergreen Trading.

After leaving AT&T early in his career, Tom’s first exposure to trade was in retail barter where he and his team would facilitate trades between small business.  Luckily for Tom (the excitement of creating trades for the local plumber was rapidly wearing thin) the company joined many others and began facilitating corporate trade, working with larger companies and more complex financial structures. 

Back in those early years, trade was a bit like the wild wild west.  Both the trading companies and their clients helped establish many of the protocols and measures of success that are still valid 25 years later.  And over those 25 years, Tom has managed business units inside large companies as well as building new business’ from the ground up.  He has also structured several of the largest 3-party agreements in the industry with companies in the consumer product, manufacturing, energy, transportation, travel and technology categories.

"Within Evergreen Trading, I feel like I finally have a home where I can really use the full extent of my experience and knowledge of trade." And so he will. For clients and companies considering Evergreen Trading as their trading partner, Tom brings a seasoned. rational and creative foundation to creating the greatest possible value for clients over the long run.

Tom received his BA in Political Science and International Relations from Old Dominion University. He currently lives in Denver with his wife, two daughters, and their larger than necessary beagle.

Evergreen Trading welcomes Bob Wilson to our senior team

Evergreen Trading welcomes Bob Wilson to our senior team

Since the beginning, we have characterized the senior team at Evergreen Trading as the all-star team of the Corporate Trade industry. Well, our recent addition of Bob Wilson certainly validates that designation.

As Senior Vice President of Merchandise Sales, Bob will lead our efforts to sell the inventories we secure through our trading activities. No stranger to selling traded inventories, Bob has been involved in that aspect of the Corporate Trading industry for over 20 years.

Throughout Bob's career, he has lead teams servicing much of the Fortune 500, selling over $150MM annually of very diverse assets and inventory into non-traditional, secondary channels. We know of no one more knowledgeable than Bob in finding a discreet and non-disruptive home for virtually any type of asset or inventory, while being able to handle the logistics for any type of transportation anywhere in the world.

An avid distance cyclist and hiker, Bob truly puts the "fanatic" in the term fan when it comes to his beloved New York Giants. Just don't try to get him on the phone to talk about inventories this coming Super Sunday!

Bill Koenigsberg in the New York Times

Bill Koenigsberg in the New York Times

Congratulations to our friend Bill Koenigsberg, CEO of Horizon Media, for his appearance in Sunday's New York Times.

The column is an insightful read about a resourceful man who, as an entrepreneur at the young age of 14, has become a leader in this country's media agency industry.

Click here to read the article.

Evergreen Trading opens new Phoenix office

Evergreen Trading opens new Phoenix office

For quite some time, a question we've been frequently asked is, "Why does your upstate New York office have an Arizona address on your website?" Call it wishfull thinking or planning ahead, but we've known we'd be opening an office in the Phoenix area for well over a year, and that it would be me moving out here from Warwick, NY.

Well, we are finally here, and couldn't be more thrilled. Phoenix is the country's sixth largest market with over 1.5 people including many great companies. I moved to Phoenix when I was 12 and stayed until moving out after 4 years at Arizona State University.

Phoenix has always seemed like home. Low taxes, no massive blizards, and a lot of really terrific people. And the beauty of the southwest. Like our view from our northern Phoenix office?

Not that Phoenix is without weather. Did you see this now classic YouTube video showing the huge dust storm that blew a 50 mile long curtain of dust over the valley?

If you're in the area, drop us a line at 480.488.8100.

Lisa Gussack joins Evergreen Trading

Lisa Gussack joins Evergreen Trading

We are delighted to announce the addition of Lisa Gussack to the senior team at Evergreen Trading. (No, not Billie Jean King – the one on the right!)

We consider it quite a coup for us to have Lisa now working with us. Having spent much of her career at HBO in a wide variety of roles, Lisa brings to Evergreen Trading a tremendous business acumen and a number of skills that will serve her very well in Corporate Trade.

While at HBO, Lisa was responsible for reducing inventory levels of DVD, Blu Rays and box sets, while creating a sophisticated logistics process for tightly controlling manufacturing and maintaining inventory. Throughout her career, she was involved in global organization development, budgeting, vendor negotiations, supply chain management, production, and marketing.

Best of all, Lisa was a client user herself of Corporate Trade at HBO. She saw the financial and operational benefits of Corporate Trade first hand, and learned how to strategically navigate successfully through the trading process in a very large and multi-layered corporate environment.

Responding to my request for her head shot after first joining us, Lisa sent me the above photo with her and Ms. King and wrote, "I’m the one on the right, but I play like the one on the left!" As a walk-on, Lisa proudly called herself a Terrapin playing Varsity tennis at the University of Maryland while studying Kinesiology. She later transferred to F.I.T. to play tennis as their #1 seed.

Welcome aboard Lisa!