Kimberly Adams, Manager of Media Services at MarCom Group, takes you to the crossroads of strategy and creativity, sharing the secret to connecting with audiences where they are.
Placing advertising is like a river—constantly moving, always churning, perpetually changing. In recent years, the media landscape has transformed almost beyond recognition, with social media platforms rising and falling like the tides. Kimberly Adams, Manager of Media Services at MarCom Group, knows that better than anyone. She’s seen a tectonic shift in the media landscape and has been at the forefront of helping brands find their voice in this exciting, albeit challenging, world full of opportunity.
“The media landscape has evolved dramatically in the past decade,” Kimberly notes, particularly with the rise of social media channels like Meta, which includes Facebook and Instagram. As these platforms continuously change, staying informed and adaptive is key. “Just when you think you have a handle on one thing, it changes,” she adds. This rapid evolution is compounded by regulations and restrictions that companies must navigate, especially when working with federal government contracts. Not all social platforms, despite their popularity—TikTok being one example—are viable for certain campaigns. This means Kimberly and her team must get creative in crafting clever ways to attract those users.
“It’s not just about who you’re targeting, but how you’re reaching them,” Kimberly says. Sure, demographics are important, but it’s behavioral data that really opens doors. “The creative advertising can be very moving, but if we’re not in the environment to really speak to that person, it’s a wasted opportunity.” It’s not enough to put an ad where people are looking—you’ve got to understand why they’re looking in the first place. That’s how you reach them in a way that matters.
“Data is the backbone of MarCom Group’s media strategy,” Kimberly explains. The importance of data-driven decisions cannot be overstated. At MarCom Group, data is used not just to plan campaigns but to measure their success. Did the campaign deliver the right leads? Did it drive engagement? Did it achieve its intended goals? “The truth lies in the results,” as Kimberly puts it. Every dollar spent is tracked, optimized, and justified.
Consistency across channels is another hallmark of a well-executed campaign, and Kimberly and her team work tirelessly to ensure that every message aligns with the client’s broader marketing strategy. “The omni-channel approach is about delivering a single, consistent message across all platforms,” she says. Whether it’s a digital ad, a billboard, or a radio spot, the message stays true. This ensures that the brand’s voice is unmistakable, no matter where or how the consumer encounters it.
Looking forward, Kimberly has her eyes on something even bigger—artificial intelligence (AI). It’s a new tool in MarCom Group’s belt, one that helps refine strategies and cut through the noise. “AI tools help provide the language we need to express a point and get down to the nitty-gritty. Fast.” For an industry driven by speed and precision, AI offers a way to make faster, smarter decisions without losing the human touch, which has always been a distinguishing feature of MarCom Group’s work.
Ultimately, at its core, placing advertising isn’t about platforms or algorithms—it’s about people. It’s about reaching out and making connections that feel real. Because in a world where everything changes so fast, the one thing that never will is the need to feel understood. And that’s where MarCom Group excels—quietly, thoughtfully, and with more than a little bit of heart.
Here are five big takeaways when it comes to media buying:
1. Change is the only constant.
The media world doesn’t stand still, so neither should you.
“Just when you think you have a handle on one thing, it changes.”
As social platforms like Meta (Facebook, Instagram) continuously evolve, keeping up with their latest features and regulations is crucial. Your strategy should always be flexible to ensure you meet your audience wherever they are.
2. Data-driven decisions are key.
Use behavioral data, not just demographics, to target your audience.
“It’s not just about who you’re targeting, but how you’re reaching them.”
Understanding not just who your audience is but why they’re engaging with your content is critical. Leverage behavioral data to place your creative in the right environment and drive better results.
3. Consistency builds trust and recognition.
When everything else feels unstable, people look for something they can rely on.
“The omni-channel approach is about delivering a single, consistent message across all platforms.”
Whether it’s a digital ad, billboard, or radio spot, ensure your brand voice and messaging are cohesive across every platform. Consistency builds trust and recognition.
4. Clicks are nice, but engagement is what leads to lasting relationships.
Reaching a million people means nothing if none of them are listening.
“Every dollar spent is tracked, optimized, and justified.”
Success isn’t measured by how many saw your message; it’s about how many felt something when they did. Focus on engagement, not just impressions.
5. AI is helpful, but nothing beats the real thing.
Use AI to personalize and streamline campaigns but keep the human touch above all else.
“While AI is a powerful tool, media isn’t just about algorithms and platforms—it’s about connecting with people. Human creativity and emotional resonance remain key in an increasingly automated world.”
About
Kimberly Adams
For more than a decade, Kimberly Adams has overseen the media placements for a diverse portfolio of high-profile clients, including the Transportation Security Administration (TSA), US Customs and Border Protection (CBP), Internal Revenue Service (IRS), Federal Air Marshals (FAMs), Federal Bureau of Prisons (FBOP), and Air Force Civilian Services (AFCS). She leads a team of three media planners/buyers and two digital media strategists, placing between $3 and 5 million in media placements annually.
An expert in media services, Kimberly’s leadership and strategic vision have driven successful recruitment campaigns, particularly on behalf of TSA, where her team supports more than 400 airports nationwide, helping them consistently meet their hiring goals. Collaboration is key to her success, and she takes pride in fostering strong partnerships across clients and vendors.
Kimberly stays on the lead edge of media buying through constant training and education. She holds certifications in Fundamentals of Media Measurement (2024) and Management and Leadership Training (2024), further sharpening her skills in a rapidly evolving media landscape.
Patrick Dunn, Senior Writer, MarCom Group
As a Senior Writer at MarCom Group, Patrick Dunn spearheads the writing for Air Force Civilian Service (AFCS), and other key accounts. Over his career, Patrick has crafted campaigns for some of advertising’s most iconic brands, including Hewlett Packard, Snapple, World Wildlife Fund, Hard Rock Cafe, Mobil Oil, Royal Caribbean Cruise Lines, IMAX Theatres, Caterpillar Inc., and more. His reputation for creating clever solutions to strategic challenges has earned numerous industry honors, including Clios, Pioneers, and ADDYs, and his work has been showcased in the prestigious Communication Arts Advertising Annual.