25-YEAR MEDIA VETERAN KAREN PHILLIPS JOINS CORNETT TO SERVE AS VP/CREATIVE MEDIA

Cornett—the independent, female-owned, full-service advertising agency—has named Karen Phillips VP, Creative Media. With a background across media, creative and new business, Phillips will push the agency deeper into the innovative creative capabilities of media. Phillips will report to Christy Hiler, Cornett owner and CEO.

Phillips brings 25 years of experience creating, executing and managing strategic campaigns. Her expertise spans the full omnichannel mix—from convergence of linear TV and CTV/OTT to streaming and terrestrial audio to OOH/DOOH, print, and social-first content. She has worked on both the agency and client sides of the business.

In her new role, Phillips will collaborate with Chris Finnegan, Cornett’s VP of Performance Media (and 2023 Adweek Media All Star) who leads the agency’s performance discipline to more fully integrate the agency’s performance, media, creative, strategy and client partnership teams and to develop groundbreaking media strategies and capabilities that drive growth for existing and new clients. New business efforts will be bolstered by distinctive, more imaginative and innovative approaches to how brands show up in the world.

Cornett has spent years building an argument in results. VisitLEX’s media strategy overhaul and award-winning creative improved performance 30%, increased landing page engagement 21%, and helped drive 1.5% YoY occupancy growth. For the University of Kentucky, performance media campaigns have powered five consecutive years of record freshman enrollment. A&W Restaurant’s first national brand campaign earned 5-star creative effectiveness and delivered a 2.1% YoY increase in same-store sales, while its first online ordering campaign produced 4X ROAS.

“We believe media should be as creative and accountable as the ideas it supports,” Hiler said. “While many large holding companies have prioritized scale and efficiency, brands are craving transparency, commitment and distinct thinking. That’s the opportunity in front of us.”

“Karen will play a critical role in helping our clients—both current and future—unlock more from their media investments,” Hiler added. “She’ll bring fresh creativity to our plans, ensure they work harder in market and help educate our teams and partners on the rapidly evolving media landscape. Her leadership strengthens our ability to not just buy share of voice but also to earn it.”

Phillips joins Cornett after serving as senior director, Integrated Media Planning at OMD USA, Atlanta, and held senior roles at UM, Razorfish, AKQA and Starcom. She developed media strategies for brands such as Microsoft, Visa, Kraft and McDonald’s and on the client side, brands Lucid (acquired by Cint) and Audible.

Cornett helps established brands in crowded spaces creatively outcompete through big, talkworthy ideas and brand moments layered over smart paid media campaigns. With a partner roster that includes brands such as Nissin Foods, NerdWallet, Busch Light, Natural Light, A&W Restaurants, LEGOLAND and VisitLEX, the agency has earned four Ad Age Small Agency of the Year awards.

Source: Cornett

  Christy Hiler, Cornett, Creative Media, CTV/OTT, Karen Phillips, TV