Claim to fame

Haveman heads up the SC Johnson broadcast business at Initiative, where she is known for innovative ideas around multi-brand executions and brand-specific promos. Her integrated efforts for SC Johnson launches includes a promo for Edge shave gel, which aligned it with the Star Racer series on Discovery. It entailed sponsoring the online Edge Ahead Star Racer Pool, plus 30-second brand sell, opening and closing billboards, promos and force-tune spots, and a program integration segment that aired through multiple episodes.

Background

Haveman took the ad and media program at Mohawk College in Hamilton, then spent about four years at OMD. She joined Initiative in 2003.

POV:

What industry practice should be changed?

A lot of times, buyers are brought in at the last minute. As buyers, we’re in the market, we’re dealing with stations all the time with new opportunities. I feel we have a lot of information that we can offer at the beginning stages.

What media vehicle is going to be the next big thing?

Consumers right now want media on their own terms and on their own time, so I think broadband, MobiTV, SMS messaging are going to become

very prominent.