The selection of Sunni Boot as Best Media Director of 1994 was made after conversations, some of them lengthy and involved, with 25 senior media executives.
In each case, the media contact was asked to name the person they felt was doing the best and most professional job as media director.
They were asked to name as many candidates as they wished.
While Boot was not always the top pick, she made it onto just about everybody’s list. More than any other media director, Boot made a strong showing across all media.
By way of contrast, there were other media directors who were held in high regard by executives in a particular medium, but that same media director was usually much less known in other media.
The only other media director with the same cross-media recognition was SMW Advertising’s Sue Jaffe, which is why she was named second in the Best Media Director category.
The one Boot quality that was cited consistently by those who praised her was her willingness to listen.
‘She always takes the time to hear you out,’ said one source. ‘She may come back at you sharply, but she will make sure that you’ve had a chance to make your point. I would say, that if there’s a germ of an idea there, Sunni will spot it.’
Here are some other comments from media executives:
– ‘She has an inventive mind and she’s very knowledgable about all media.’
– ‘She doesn’t play Lord God Almighty.’
– ‘She’s sympathetic, and an excellent listener.’
– ‘She actually talks to people. You see her everywhere, which suggests to me that her interest is genuine, and I think that translates into a deeper understanding of the media.’
– ‘I get the feeling that she actually likes the media.’
– ‘I never feel with Sunni that she’s going to pull a threatening number on me, and, that, I think, helps build a very strong relationship with buyer and seller.’
– ‘She probably gets more from me because of her attitude. I would much sooner approach Sunni with a great new idea than a lot of other media directors.’
