Angie MacPhail | What I do
Advertising & Media Planning
I launched my career in advertising and media, leading campaigns for renowned entertainment companies and ad agencies such as Paramount Pictures, TBWA Chiat Day, Carat International, Westwood One Radio, and Omnicom.
Over a span of 15 years, I ascended from a Media Planner to VP of Marketing and later to pivotal Account Director roles. Throughout this journey, I immersed myself in the intricacies of marketing strategy and business development. It became clear that impactful marketing transcends flashy visuals and humorous taglines—it's about intimately understanding your audience. Delving into how they think, live, and consume media proved indispensable for crafting campaigns that not only resonated with our target buyers but also propelled brands forward. With hundreds of millions of dollars on the line, I constantly reviewed KPIs to optimize my campaigns and drive ROI.
This transformative period witnessed my involvement in groundbreaking campaigns such as ABC’s “TV is good” and Apple’s “Think Different.” I played a key role in launching Red Bull in the US and Viagra overseas. Notably, I led the media planning and advertising campaigns for iconic productions like Clear and Present Danger, Forrest Gump, Braveheart, Clueless, Mission Impossible, and more.
Check out my case studies below to learn more about my work.
MY work examples/Case Studies*
Marketing Strategy: Groundbreaking Campaign
I am proud to have been a part of the dynamic media and advertising planning team that brought ABC's "TV Is Good" and "We Love TV" campaigns to life. Our strategy aimed to give ABC a humorous, friendly, and irreverent personality, moving away from the usual slogans and logos.
As a member of the planning team, we aimed to place our ads in unexpected spots, such as on eggs and bananas, and a take over the out-of-home advertisements in New York and Los Angeles. Our billboards and brand trains turned these cities a vibrant shade of yellow during the crucial fall launch.
The campaign's audacious approach not only grabbed headlines and awards but, most importantly, played a pivotal role in ABC's climb from its third-place rating.
This experience is my constant reminder that breaking the mold can be the key to breaking new ground and brand building. For more details on the campaign see here
Global Campaign: Launching Pfizer's Viagra EDU to Transform Physician and Public Awareness
As Marketing Director of New Business Development at Pfizer's International Media Agency, I spearheaded the global launch of Viagra’s Educational Understanding (EDU) campaign in the early 2000s. My role involved managing key relationships with doctors and stakeholders to ensure the launch was culturally relevant, compliant, and seamless across various international markets.
OBJECTIVE
The campaign aimed to equip healthcare professionals with the knowledge to address erectile dysfunction (ED) proactively, emphasizing its link to serious health conditions such as cardiovascular disease, before launching public consumer advertising.
STRATEGY
- Physician Education: We emphasized ED’s role as an indicator of broader health issues, encouraging physicians to incorporate proactive discussions into routine care. We provided clear, actionable insights to facilitate these conversations.
- Global Coordination: Working with country CEOs and Marketing Directors across Europe, Asia-Pacific, and Latin America, we tailored educational materials and strategies to meet regional cultural, medical, and regulatory needs.
- Business Development: I regularly traveled to key markets, fostering strong relationships with local teams and ensuring strategic alignment for Pfizer’s broader drug launch initiatives.
EXECUTION
- Educational Outreach: We led workshops, and seminars, and created localized resources to support healthcare professionals. Continuous feedback from local stakeholders helped refine and adapt the campaign.
- Consumer Advertising: In Europe, we featured soccer legend Pelé in TV and print campaigns to destigmatize ED. A toll-free hotline and website connected consumers to local doctors for further support.
IMPACT
The campaign significantly raised physician awareness and normalized ED discussions, positioning Viagra as a trusted treatment. It set a new benchmark in pharmaceutical marketing by seamlessly combining physician education with consumer outreach.
Marketing Strategy: Building Red Bull's Brand Personality
During my time at Carat Los Angeles, I was part of the marketing team that helped launch Red Bull in the United States. Red Bull's initial go-to-market strategy was exclusively radio-centric, steering clear of conventional "brought to you by" ads. Instead, the brand team devised a distinct media buy strategy, positioning Red Bull as the official host of VIP events and using the media spend to produce live radio broadcasts from local music and sporting events.
As the Senior Supervisor for the Midwest and Southeast, I traversed the country, collaborating with local radio stations and Red Bull's Field Marketing Managers to produce and promote these backstage VIP events. Our campaigns featured contests, giving radio fans the chance to score backstage passes and VIP tickets. Red Bull's branding transformed backstage VIP sections into vibrant brand experiences, complete with branded tables, coolers, bars, and Red Bull racers.
Working closely with local radio stations and talent managers, I facilitated celebrity appearances, adding an extra layer of exclusivity to Red Bull's brand.
This experience was truly transformative for me, reminiscent of how "Red Bull Gives You Wings." It reshaped my perspective on creating a "brand personality,"