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4 min read
After majoring in chemistry and biology and deciding he didn’t want to work in medicine, David Adelman visited a career counselor who suggested he pursue advertising. He then had an epiphany about the science behind analyzing ads and media strategy, studied marketing and secured a position at an agency. This path led to a lengthy career in advertising where he held top positions at several leading agencies before founding one of his own. Today he’s the CEO of OCD Media, an integrated media agency that works with consumer products, healthcare and B2B brands, and a vice chairman on the AAM Board of Directors.
David shares what led him to start his own agency, what excites him about the industry and the importance of staying on top of trends.
How did you choose your career?
When I began my first agency job in 1985, my goal was to start in media and eventually shift to account work. But that’s when media started to get interesting. The launch of new TV networks and the mass adoption of cable subscriptions showed that media wasn’t just about budget management or negotiating price. Clients wanted the media team to present and defend their recommendations, so I stuck it out in media. I’m glad I did.
What led you to launch OCD Media?
I was a top executive at a major media agency overseeing many mid-sized clients, growing their businesses and getting them to invest more in advertising, but I felt that they weren’t getting enough attention across those large agencies. I was also developing a lot of new business and working closely with the financial team where I learned about running a business. I felt there was a gap in the marketplace for agencies to bring smart, strategic media to smaller and mid-sized clients.
Anything about the industry or your career that’s surprised you?
The biggest surprise has been the bad actors and opportunists in our industry that publish shoddy content, while adding no real value for marketers. I’ve seen it in all media channels throughout my career.
Can you share an initiative that helped your company innovate?
Innovation has been a part of our DNA since we started. It’s more of an evolution than a revolution. We were early movers in digital and programmatic buying. We never had to throw everything away and start over because we continually stayed on top of trends.
What excites you about the industry?
Constant change, new technologies, new ways of reaching people. Media has been in constant transformation for my entire 35-plus-year career. I’m going to be sad when I retire and won’t be involved in what happens next.
How have media audits played a role in your business?
We have a fiduciary responsibility to our clients to buy media that will help them reach their business objectives. Audited media has always reassured them that we’re buying legitimate media properties with verifiable audiences. It’s a major decision factor for us.
What in your career are you most proud of?
I am most proud of how people who worked with me early in their careers have progressed into senior management positions at media agencies or on the client side. It’s great to know that I’ve made an impact on others and helped them reach their potential.
Why did you join the AAM Board of Directors?
I’ve always been involved in trying to shape our industry, whether it’s to help media departments spin off into separate companies – which I’ve done for two major holding companies – participate in the 4A’s, get involved in training and development or speak at conferences on important issues. Joining the board just seemed like the next step for me to leave my mark on the industry and help resolve what I think is our industry’s biggest challenge: transparency.
What advice would you give someone starting out in your field?
Always learn and be inquisitive about new developments. I’ve seen too many of my colleagues who didn’t adapt to digital media until it was too late. I also saw many who jumped on it and made their mark. I would also say volunteer for any extra projects that get you in front of senior management. It’s helped me get plum assignments and a helping hand when I needed one.
What do you like to do in your free time?
My passions are golf and music. You can always find me on a golf course or local concert venue.
What goal would you like to achieve?
I want to be remembered as someone who helped others, did good work to help marketers and left the industry in a better place than when I started.