Penny Lacks, Media Buyer

With more than 20 years experience in media, Penny brings a wealth of knowledge to Smart Media Group. She has worked for some of the largest media agencies in the nation. Penny oversees the research and station negotiating at Smart Media Group. Prior to joining Smart Media Group in 2008, Penny worked on the following accounts:

1999-2001 Circuit City – In her capacity as lead negotiator, Penny negotiated 10% off of SQAD rates in the key target media markets delivering thousands in additional value for Circuit City.

From 2001-2007 Penny was the lead traditional media buyer for Geico, Alltel and UPS. Each client had demanding cost per point goals and research challenges which required very creative thinking and non traditional approaches to media planning.

In 2005 and 2006 Penny represented Gorton’s and Perdue chicken in the capacity of local broadcast supervisor. She was responsible for all local broadcast and radio in more than 25 media markets across the United States. One key component of both accounts was to evaluate all sponsorships and added value opportunities.

In 2008, Penny was the lead buyer for the John McCain for President Campaign handling more than 20 local broadcast and local cable media markets across the United States.

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