Direct response veteran Chris Conderino has joined Kre8 Media Inc. as EVP, Managing Director of Media and Client Services, and will lead Kre8’s expansion into the New York City market by the fourth quarter of 2011.
Conderino has spent more than 25 years in high-level direct-response management positions, most recently at Zenith Optimedia Direct in Manhattan, where she was EVP, Director of Planning & Client Services.
“Since our founding two years ago, we’ve been blessed with extraordinary people, talent and great clients for whom we’ve consistently achieved great results,” said Kre8 President T. Lee Cutler. “As a result, we are preparing to plant our flag in the New York market. Such expansion makes sense on many levels, not the least of which is that we are already competing with the country’s largest direct-response agencies, some of whom are based in Manhattan.”
“What most excites me about Kre8 is their focus on developing specialized services in key contemporary marketing categories,” said Conderino. “It enables us to be great at our work and maximize effectiveness for our clients. Lee has assembled a deeply talented team who are energetic and committed. Kre8 will take its place in NY as one of the leading DR shops in no time.”
Conderino started at Zenith Optimedia Direct in 2001 as SVP, Media Director, having been hired to build a media management service for a new direct-response unit. By the time she left in 2008, Conderino was overseeing 20 major consumer brands, including Abbott Labs, AstraZeneca, Hewlett Packard, JP Morgan Chase and T-Mobile.
While at TBS Media Management, which she joined in 1981, Conderino conceived and launched TBS Direct, which grew to represent 25% of the company’s overall billings. One of her most significant accomplishments was designing one of the first return-on-investment performance models for general advertisers by integrating audience metrics with sales data. Her client responsibilities at TBS Direct included Earthlink, Franklin Templeton, Champion Mortgage, Humana Healthcare, Fortune Magazine and Reader’s Digest.