Then at the turn of the century the digital revolution went from a walk to run. “Today we have to be pros not only on how old media works, but also how they work together with new and emerging media technologies,” says Sherman.
Media Experts opened its doors on Mackay St. — near Concordia’s Hall Building — in 1981. At the start, the company employed only three people, compared to 160 today, including about 25 John Molson School of Business grads. They’ve also moved to a larger, sleek office space in Montreal’s Mile-Ex neighbourhood.
“What we offer is consultative, as we’re advising advertisers where their ads should go and why,” says Sherman of the services his company provides buying media for large corporations. It’s proven to be an in-demand service, with clients such as BMW/Mini, Interac and Bell Canada among other household names.
Sherman attributes his company’s success to a nimble, resourceful spirit, a focus on craft and dedicated customer service.
“Entrepreneurs have a simple philosophy: you go, you get. If you don’t go, you don’t get,” says Sherman. An example of this ethos includes their pioneering of programmatic advertising in Canada.
“When you visit a website, let’s say The New York Times, the ad that appears on your screen is based on your online behaviour, including the data collected on you,” says Sherman. “The ad you see is determined in just one two-hundredth of a second as advertisers bid in real time to appear in front of you.”