Maribeth Papuga covers local media strategy and investment.
Expertise: Advertising, Media Strategy, National Brands
Maribeth Papuga, a 25-year media, marketing and advertising veteran, serves as executive in residence to BIA/Kelsey. She advises the company and participates in its practice areas including industry coverage, research, consulting, and forecasting projects related to local media strategy and investment. Her areas of specific concentration are local activation of national brands and overall media strategy as it relates to local measurement and investments.
Throughout her career, Maribeth has championed the benefits of local media, continuously advocating that audiences gathered by local media offer marketers the ability to geotarget campaigns that both drive brand and performance lift and deliver audience extension to national-only campaigns.
Maribeth began her career at Foote, Cone & Belding in Los Angeles where she rose to vice president and media supervisor as strategic planning lead for Albertsons, Winchell’s Donut House, ARCO AM/PM mini markets as well as brands within the Carnation/Nestle portfolio.
In 1992 Maribeth joined DMB&B Chicago as regional broadcast director before her elevation in 1997 to senior vice president and director of local broadcast operations. She managed an organizational transformation when she was tasked with consolidating all five regional buying offices into one centralized team based in New York.
During her tenure at DMB&B and its spinoff, MediaVest, Maribeth was a tireless advocate for local market advertising for clients spanning every business sector including packaged goods, retail, business services, finance, insurance, travel and entertainment, theme parks, and film. Just prior to joining BIA/Kelsey, she held the title of executive vice president of local investment and activation at MediaVest, a subsidiary of Publicis Groupe.
Maribeth has received a Mediaweek Media All Stars award for Spot TV and has previously chaired the AAAA Local Television and Radio Committee. She is a graduate of the University of Colorado and is currently pursuing professional studies in local market economic development at New York University.