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Ruth Gaviria

Chief Marketing Officer

Entercom Communications
New York

“I think about the problem from the point of view of a completely different and unrelated industry to get myself out of my own box.”

After roughly 30 years of marketing Hispanic-focused brands, including media outlets like Univision and Meredith’s Hispanic Ventures portfolio, Ruth Gaviria in 2016 took charge of breathing new life into an old medium: traditional radio. Over the last year, Gaviria has been a leader in Entercom’s effort to bring marketing dollars back to AM/FM radio, which includes rebuilding the medium’s reputation, which has suffered from the rise of digital and consolidation across stations over the last decade. In December, Entercom launched radio’s first advocacy campaign, publishing content in publications read by decision makers charged with ad spending. In May, Entercom used the TV upfronts to launch the second iteration of the campaign distributing the message, ‘Lets’ be Upfront. Your television campaign is not working. Add radio.'

In what area(s) does the PR need to innovate the most?
Analytics and measurement, integration

How would you describe the communications/PR industry's level of innovation compared to other marketing disciplines?
About the same as other marketing disciplines

Where is the PR industry's greatest opportunity for taking the lead on innovation?
Integrated marketing

Who most influences how innovative a brand's engagement is?
CMO

How do you define innovation?
Innovation is different and groundbreaking thinking that results in measurable change in consumer behaviors.

How do you get out of a creativity rut?
I think about the problem from the point of view of a completely different and unrelated industry to get myself out of my own box.