JoAnn Sciarrino-Goggel ’99EvMBA
VP, Research and Consulting Services
BBDO Atlanta
Atlanta, Ga.
Brains behind the brand
JoAnn Sciarrino-Goggel ’99EvMBA thrives on the fast pace of the advertising game. As vice president of research and consulting services for BBDO Atlanta, a part of the Omnicom Group, she manages a team of eight, concentrating on branding and creative development research for the agency’s many clients. With more than
$384 million in billings, BBDO Atlanta’s client list includes Cingular Wireless, Bayer Advanced, and the Peace Corps. The agency is also working on a branding initiative for Emory University. Sciarrino-Goggel is working with a student team from the Goizueta Marketing Strategy Competition on the project.
Born outside of Cleveland, Ohio, Sciarrino-Goggel moved to Troy, Mich., as a youngster and went on to attend Michigan State University, graduating in 1986 with a degree in business. After an internship with Pepsi-Cola while an undergrad, Sciarrino-Goggel was committed to a job in marketing science. She joined the company full-time as a trade analyst after graduation, and moved on to posts with Burke Marketing Research in Cincinnati, Ohio; the Rochester, N.Y. offices of Eastman Kodak; Hillenbrand Industries in Batesville, Ind.; and Fortis in Atlanta. She joined BBDO in May of 2001, initially serving as director of research and consulting services, and was promoted to her current position in December 2002.
Despite her job experience in marketing science, Sciarrino-Goggel says she decided to go back for the MBA to “gain a broader perspective in finance and accounting.” She appreciated the flexibility of the Goizueta Evening MBA Program, as she was able to continue her job and attend school at the same time. “My career was going well, and so I didn’t want to leave that,” she notes. “Completing the MBA and working at the same time was certainly challenging. But it was worth it for all of the additional insight I gained.” Now married, Sciarrino-Goggel spends her free time riding, training, and showing dressage horses.
Sciarrino-Goggel admits that the economic downturn has had an impact on ad agencies. However, she says that the tide is turning with advertising spending on the rebound. The next challenge ahead, says Sciarrino-Goggel, will be for agencies to get better at integrating services. “The way consumers absorb marketing messages is changing,” she notes. “Through Omnicom, we have advertising, marketing
services, specialty communications, interactive and digital media, and media buying expertise, to serve the diverse needs of our clients.”—Myra A. Thomas