Commentary

A Demystifying Conversation With 'Ephron Award' Winner Josh Chasin

It is often said, “You are judged by the company you keep,” and Josh Chasin has joined an elite group in earning one of the industry’s highest honors -- the Advertising Research Foundation’s 2020 “Erwin Ephron Demystification Award” -- whose previous recipients include Leslie Wood, Jim Spaeth, Dave Poltrack, …

2 comments about "A Demystifying Conversation With 'Ephron Award' Winner Josh Chasin".
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  1. Joshua Chasin from KnotSimpler, July 16, 2020 at 1:37 p.m.

    Thanks Tony. 

    I want to stress that everything I've been involved with in my career was accomplished by large teams of smart, passionate and motivated individuals. im a little embarrassed by all the attention. I'm going to leave out a lot of people, but off the top of my head: At Arbitron Radio; David Lapovsky, Jim Peacock, Bill Rose, Chris Mueller, Henry Laura, Brad Feldhaus, Bob Patchen; at Comscore; the aforementioned Mr. Fulgoni; Magid Abraham; Cam Meierhoefer, Brian Pugh, Frank Pecjak, Mike Brown, Larry Goldstein, Barbara Jarzab, Greg Dale, Brent Bernie, Bryan Segal, Steven Millman, Naresh Rekhi, and really so many others. 


    I've been blessed by being in the right place at the right time more than once. 

  2. John Grono from GAP Research, July 17, 2020 at 1:54 a.m.

    Great post Tony.   And Josh, a nice and humble wrap up of those who shared your journey to what you have achieved.

    I love the 'last two feet from the screen to the face' quote.   Mind you, if you are in your car and two feet from the billboard you could be in a pickle, so it just goes to show that each medium is different with different strengths and weaknesses.  And personally, I don't look at the screen when I am listening to the radio - it adds nothing to the experience.

    I reckon that cross-media on an equal footing will improve media strategy and planning, but I am less bullish about sales effectiveness.   Brands are so different and dispersed, and the channels they do well on are diverse.

    At the back of my mind I have a gut feeling that individual brand micro-economic non-linear sales effectiveness modelling will end up the most telling.   Mind you, I am biased because we did lots of that at Clemenger and OMD around the turn of the millennium on computers about as powerful as your watch - but golly they worked.   Their key benefit is that they (can/should) also include economic, social, competitors and longitidunal effects, and as things change ... you change your marketing and advertising strategies.

    Once again, cheers Josh.

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About the Author

, Proprietor/Research Architect, Olympic Media Consultancy

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