“It is impossible to say ‘no’ to Alicia Nelson.”
Ask any broadcast rep or manager, and they’ll smile (ruefully), and tell you that no matter how low the price, or how good the added-value deal was they put on the table, Alicia’s inevitable reaction is, “try harder.”
And they do. Which is why she’s been able to save tens of millions of dollars for her clients as one of the savviest broadcast buyers in the industry.
Alicia started her media career as a sales assistant at a Los Angeles radio station. She joined Western International Media (now Initiative) as an Assistant Buyer in 1976, working her way up to Group Broadcast Buying Director handling many of the agency’s largest accounts, including Chevrolet, Denny’s, 7UP and US Airlines. Seeking new challenges and responsibilities, in the early 1990’s she transferred to the client service department, managing national accounts including UPN, Acura, Yahoo, Albertson’s and Skytel. Her success in client service led to her being promoted to Executive Vice President of the company’s Initiative Partners division, where her responsibilities included oversight of more than 100 accounts in the western half of the U.S.
But first and foremost, buying is in Alicia’s blood, and when Dennis Holt formed U.S. International Media, she jumped at the chance to be a part of it, much to the happiness of our clients!
Alicia was recognized by the American Women in Radio & Television as the 2006 recipient of the prestigious Excellence in Advertising Management Genii award.