Meet Barry Lowenthal of Media Kitchen

At CatapultX, we love staying up to date with media and advertising news, innovation and people! That's why our CEO, Zack Rosenberg, started weekly #Twitterviews (Interviews on Twitter).

This week’s CatapultX Catalyst has been finding and testing the perfect recipe for targeting for years. Barry Lowenthal is the CEO of Media Kitchen. One of the largest media agencies in the US.

Barry got his first job by perfecting his targeting (without the help of Google, mind you) through using the Agency Redbook to cross reference agencies winning business with people who had common interests and backgrounds. He used this to win interviews and eventually jobs. He's a pioneer of using he right messaging for the right person.

Read his answers below on everything from marketing, advertising to insights on video marketing.

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Q: How did you get your start in the business?

A: I used the Agency Redbook to cross-reference agencies winning business with agencies that had people with Jewish sounding last names. I figured being Jewish from Long Island we have something in common. Chemistry matters.

Q: Tell us about what you are doing now?

A: Spending a lot of time helping clients build out their own tech stacks and navigate what's to come in a #cookieless world dominated by the Triopoly.

Q: What makes for good advertising?

A: Great creative has to make you feel something special and great media placements must demonstrate consumer knowledge through relevance.

Q: What makes for bad advertising?

A: A total lack of empathy.

Q: What trends in Marketing are you keeping an eye on?

A: The full impact of misinformation is still widely unknown but the mistrust is bred will have a wide impact on all consumer-brand relationships.

Q: Do you consider yourself more of a consumer or creator?

A: Consumer and distributor.

Q: What is your favorite series?

A: Generation+ (HBO Max)

Q: How do you stay up to date on what's going on in the industry?

A: I read a ton of newsletters

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