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Becarren Schultz

Member since March 2017Contact Becarren

Ameritest is a research consultancy dedicated to both quantitative and qualitative analysis of advertising. Specifically, we focus on how ads impact the short and long-term futures of our clients. Our media agnostic methodology incorporates a number of proprietary elements that allow us to accurately diagnose the strengths and weaknesses of any type of ad. In turn, we improve the performance of everything from individual executions to the largest of campaigns. Prior to Ameritest, I held positions in account management at Fallon, Leo Burnett and JWT. I believe I provide a unique perspective by having worked on both sides of the advertising business - I believe this helps me make more meaningful connections between theory and practice. Twenty years of developing, selling and evaluating creative has flown by. I love what we do in this industry, it's a privilege to be a part of it.

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  • Dear Facebook: It's Not Me, It's You by Gord Hotchkiss (Media Insider on 01/15/2019)

    Would you mind sharing what you have found to be the best practices for protecting data from Facebook? I am having this very conversation at least 3 times a week and I would prefer to not leave because of Metcalfe's law BUT I feel so icky everytime I go back to the abuser, I mean, Facebook.

  • The Strange Polarity Of Facebook's Moral Compass by Gord Hotchkiss (Media Insider on 01/08/2019)

    @Tom Siebert, please tell me what you just posted was fictional?I have been in the advertising business for almost 24 years split between the agency world and quant research. As shocked as I am by what Facebook's C-Suite has done and found a way to lie and then be able sleep at night .... I am still in the same place: "Do I care enough to complete leave the FB community?" What I do know is that the advertisers I take time to notice on FB have lost credibility with me as a human being and if I were in charge of all budgets, I wouldn't put paid advertising there ever again. Context is EVERYTHING, and that is what I know for sure after 24 years in this business.

  • What's The Reality Of Your Perception? by Becarren Schultz (Marketing Daily on 08/16/2017)

    I also love the VW ad he called out, "Snowplow." That is easily one of the all-time best examples of a singleminded message that has the power to leave behind a very large, branded footprint. I feel like it defies the laws of memory decay.

  • Is The Era Of The Big Idea Dead? by Larissa Faw (MAD on 06/19/2017)

    I believe there is nothing more powerful than a creative idea to change a product, a brand or the world. So I think there is good news in here for all of us, but on the flip side, it sounds like McKinsey is saying that a big BRAND idea is dead, am I reading that wrong? It feels like the recap of their talk is missing something.

  • The New Ad Trifecta: Data, Agency, TV by Cory Treffiletti (Online Spin on 05/24/2017)

    I would like for us all to retire "The Ask."

  • Millennials Don't Mind Commercials, But Register Low Ad Engagement by Wayne Friedman (Television News Daily on 03/02/2017)

    If you've ever sat and observed anyone under the age of 30 as they are exposed to advertising-based content, it's easy to see this is an accurate summary of the audience's engagement factor. They are fully in charge at all times of filtering out what they're not interested in. 

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