We work with traditional, digital and specialty agencies of all shapes and sizes. Today we thought we would profile one of our partners, Richardson Media Group. Based out of Boston Richardson Media Group is a strategic media planning and buying agency and has worked with us since November 2017. RMG's leadership consists of Anne Richardson (Owner + Media Director + Writer) and Erica Holthausen (Operations Manager + Writer). Together they bring a wealth of knowledge, creativity, and resources to bear for their clients.
Tell us a bit about Richardson Media Group. What solutions do you provide to your clients?
Richardson Media Group creates and implements strategic media plans for a wide range of clients across industries, with an emphasis on education, professional services and associations. We consider ourselves a media planning team with a “difference” because we get involved as early as possible, providing guidance on best practices for websites and landing pages, getting involved in creative development, and continuing to report on media metrics, optimizing the campaign and evaluating the results after the campaign has concluded. All of these are areas that require us to step outside of the typical media planner’s role. From traditional media outlets like print, radio, television, outdoor and transit, to the latest digital options across desktop and mobile platforms, including paid search and paid social advertising, we get the job done. Working alongside our carefully cultivated team of media vendors (like our partners at Trigger Digital) we strategize the most effective and efficient ways of achieving our clients’ marketing objectives.
How did you get into this line of work?
As CEO and chief media strategist, I have been planning and implementing advertising campaigns for quite some time. Working my way up through the ranks at agency media departments from Portland, ME, to Boston, MA, I always knew I wanted to run my own shop someday. That dream became a reality in the summer of 2014 when I opened the doors to Richardson Media Group in a renovated textile mill in a small community north of Boston. Our Operations Manager, Erica Holthausen, took a more circuitous route to the advertising business, having earned her J.D. and practicing law before beginning her career in marketing. Erica is a stellar writer and editor, on top of being highly process-oriented and great fun to work with.
What inspires you about what you do?
I love the way all the different puzzle pieces of a media plan come together to work towards a common goal or set of goals. Every media plan is the result of a different combination of tactics, and I enjoy layering them together to get the most out of the media mix. Another element of my work I enjoy is helping to guide the creative process. Because I bring a unique understanding of how audiences consume information across different media platforms, I’m a great resource for the design and web teams who benefit from understanding the kind of engagement they can expect from the deliverables they create.
What did you do before this? How did that prepare you for your current career?
A while back, I earned my M.Ed. and taught English and history for a period of time. Being a classroom teacher, responsible for two sections of about 25 - 30 kids apiece each school year meant I had to do a lot of time management, curriculum planning, expectation-setting and information delivery every day. My harshest critics were my young students and they weren't afraid to tell me what I was doing wrong, or what I had missed, minute by minute. It kept me on my toes because I didn't want to disappoint them, and I also was accountable to my school, our district and the government. I got heavily involved in teacher professional development and eventually began speaking to larger groups of educators and visiting other schools to share my knowledge and expertise. It was one of the most challenging and most rewarding experiences of my life and I can honestly say that I put to play the skills I acquired as an educator every day in my role as business owner and media planner.
Help us get to know you a bit better. How do you spend your time outside of work? Have you had any unique life experiences that our readers might find interesting or unexpected that you’d be willing to share with us?
In addition to owning this business, I write a blog called WomenSpaces, where I explore my perspective on all sorts of life happenings, both personal and professional. It’s taken years, but I’ve finally perfected my oatmeal cookie recipe, and I love to walk, hike and explore the outdoors. I have two amazing kids who are both in college. It’s been such a gift to watch them grow up and get ready to take on the world!