photo by steed media service

“Buy our product.” Deep down, that’s what every major company is privately screaming when their advertisements flash across the television screen and in various other advertising mediums. But the advertisers can’t just come out and say that — such an approach would be considered tacky. Instead, they hire talented professionals trained in the art of spreading palatable messages to consumers, which is where Caralene Robinson comes in. As the director of brand marketing and entertainment for Boost Mobile, Robinson is keenly aware of the messages that need to be relayed through her ad campaigns, and she painstakingly works to accomplish just that.

“I believe that all consumer marketing should have a call to action,” says Robinson. “The end of every ad should tell a consumer what to do [and] what the next step is for them to take.” The action her company Boost Mobile wants consumers — particularly young adults — to take, is to immerse themselves in the Boost lifestyle, which according to Robinson is a way of life. “Everything about our brand epitomizes the youth lifestyle,” she states. “Even with the office, there’s no dress code. It’s a very relaxed atmosphere. And that atmosphere helps drive the creativity behind our marketing programs.”

Which is precisely what Boost is banking on. Behind the careful prodding of Robinson and her handpicked creative team, the return on Boost’s investment in Robinson and her abilities is felt tenfold. -dewayne rogers

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