How did you get started in advertising? What's been your career road map?
Although I had a passion for communication, I don’t have a typical advertising career road map. Instead, I started in the research and technology sector, working for Thomson Reuters first as an editor before transitioning into Client Services and B2B Sales.
Interestingly, I think my background gave me a bit of a business consulting approach to the ad world, which I entered after earning my MBA at Pepperdine and taking a role at Interpublic Co. to lead the west coast expansion of one of their specialized media agencies, Orion. This agency experience allowed me to serve clients in every industry, globally and also afforded me the opportunity to support IPG’s Women’s Leadership Network, where I chaired their LA chapter and supported their national board. From there I joined Branded Entertainment Network (BEN) where I currently lead their global client development team, partnering with CEO’s and CMO’s to deliver custom brand integration campaigns into premium content across TV, streaming, film, and influencer programming.
What keeps you motivated? Do you have a personal motto?
I have a lot of respect for those with a strong work ethic, and following that approach keeps me motivated to never give up and to stay focused on delivering what I promise.
In today’s ad world, delivering results often requires us to wear many hats, and although being a mom of two little boys has schooled me in the art of prioritization, I’ve also learned to map out what I can confidently bring to the table and where I need to ask for help.
What excites you most about this industry?
It’s a really exciting time to be working within branded entertainment in particular because of the dramatic shifts we’ve seen in consumer behaviors and the value that integrations offers to reach a more engaged audience. Inside the content, brands have the opportunity to enhance, rather than disrupt, and reach consumers in an authentic and meaningful way. BEN is at the forefront of this evolving marketplace, so every day presents a new opportunity to introduce brands and creators to the power of integration.
Photos: Don Lupo
Where do you think advertising is headed?
In addition to the shifts in content consumption, I think we’ll continue to see growth in more sophisticated use of data and technology to make advertising more relevant to consumers and more successful for brands.
What advice do you have for those just starting in advertising?
Regardless if you are just starting your career or sitting at the executive level, I think today’s marketplace requires us to be adaptable, informed and always learning.
I still believe face-to-face networking is the best way to get a head start and to grow your career. Take advantage of mentorship and also pay it forward by being a mentor – and seek out opportunities to learn from others who offer a unique perspective. Having these experiences will enrich your career journey and help support the growth of our industry to reach and engage with today’s diverse and inclusive audiences.
We are in the middle of a cultural shift with the #MeToo and #TimesUp movements. What has/does BEN do to support women and inclusion in the industry?
BEN’s values of teamwork, accountability, passion, and inclusion are a part of our DNA and reflect an entrepreneurial spirit that supports everyone having a voice and an opportunity to make an impact. Today’s cultural shifts further reinforce our commitment to diversity and inclusion, ensuring that our workforce is representative of the multicultural communities where we work and of the brands we represent.
I am also proud to be the executive sponsor of BEN Includes, which is our committee that provides access to programs, services and events to support a workplace and community outreach that is welcoming, equitable and empowering to achieve success for BEN and our clients.
Kristin Glushon currently serves on ThinkLA's Diversity, Inclusion, and Gender (DIG) Committee, and is Executive Vice President of Client Development at Branded Entertainment Network (BEN). Prior to joining BEN, Kristin worked at Orion Worldwide.