Nadler Is Match’s First Media Planning Director

Match has hired Craig Nadler as its first director of media strategy and planning.

Nadler, 31, joins the shop from OMD in Atlanta, where he was associate director of media strategy. His résumé also lists stints at WestWayne and Hook Media, both in Atlanta, and New York’s Ogilvy and Mather and Arnold McGrath. He will report to Sal Kibler, president of the Atlanta agency.

Kibler said the timing was right to bring on a full-time media director. Previously, the 6-year-old creative shop outsourced both planning and buying duties.

“Having someone in the office every day was something that’s been in discussion for years,” Kibler said. “But it needed to pay for itself and make sense from a new-business perspective.”

Nadler will manage media for Flowers Industries in Thomasville, Ga., and Atlanta’s Arrow Exterminators and the Georgia Department of Industry, Trade and Tourism.

“Part of what the agency provides [with media services] is back-end accountability,” said Kibler. “Quality control is the agency’s responsibility.”

Nadler said that 50 percent of his time will be spent planning and developing media plans.

“The right way is evaluate the client’s objectives and work closely with the creative folks to make sure everything is working hand in hand,” he said. “The wrong way is to not ask enough questions and just go with the most inexpensive buy.”

The ability to plan creatively is key, Nadler said. For example, when planning broadcast buys for a lemonade product at a previous position, he specified “weather-triggered media” buys.

“If the forecast was a certain temperature, we’d go for it. If not, we’d run the standard base buy,” Nadler said. “We wanted flexibility.”

At the end of the schedule, the agency could have run the heat- triggered buys or finish with a heavier load, he said.