Our Clients have experienced over $10 billion in revenue using our creative breakthroughs, analytical expertise and data-driven tactics.
OUR SECRET
With so many years of client success, a common question we receive is “what is your secret?” Our experience, creativity, ability to adapt and execute are certainly key. Also, we have always been entrepreneurs, and this approach and the accountability it brings, has always set us apart from other agencies.
Currently, we have distilled our secret down to this equation:
Creative = (C)
We believe the foundation of our success and thus our secret is that we look at things differently. We always have. Our clients can have high-quality, brand-building content, while still asking consumers to call/buy/click/text/scan.
Traditional ad agencies often focused solely on making consumers feel an emotion, while we have always been focused on creative that evokes the emotion AND drives consumers to action.
Platform = (P)
Our experience with brands of all shapes and sizes allows us to know what platforms and media mix are appropriate given specific target demographics and existing channels of distribution. One size certainly does not fit all, and certain brands may not be ready or a good fit, even if they have the desire and budget.
Bespoke = (B)
All content needs to be contextual to the platform. Brands need to customize campaigns for each channel and specific audiences they are targeting. Consumers want to feel that you are talking specifically to them, and this means more customized deliverables to break through the noise.
Efficiency of Media = (E)
Multiply these other components by our media strategy, which is built on targeting, data and aggressive negotiation. Our client’s media dollars work harder by making a smaller “net” media spend turn into a much larger “gross” media campaign.
This focus on performance, efficiency and proper application of leverage sets us apart from branding/impression centric strategies, and generates more campaign success.
OUR FLYWHEEL
Some companies build continuous momentum, and others don’t. The Flywheel concept was developed by author and teacher Jim Collins who has studied many companies (e.g. Amazon, Intel, Vanguard) and published books such as Good to Great, Built to Last and Great By Choice.
As part of our evolution over more than 35 years, we have embraced the principles of building and evolving our Flywheel as a central tenant to how we operate our agency.
Each of the elements of our Flywheel propel our business forward. In an industry where most of our competitors have come and gone, we are still here, ready for what is NEXT.
Our campaigns have been recognized for over 3 decades
Successful Direct-to-Consumer campaigns on the air as ranked by the IMS since 2000
Trusted The Script to Screen Group to execute Direct-to-Consumer campaigns for their Clients. We have been pioneering Direct-to-Consumer strategies since 1986
Pioneered in the Direct-to-Consumer space
Direct sales, continuity, subscription and retail
Brands who partnered with us
LEADERSHIP
Ken Kerry
CO-FOUNDER / EXECUTIVE CREATIVE DIRECTOR
Ken serves as an Executive Producer and Executive Creative Director at Script to Screen, and his hands-on involvement ensures the highest production values are combined with solid direct response principles.
Ken co-founded Script to Screen in 1986, along with his wife, Barbara. Together, they built Script to Screen into one of the nation’s leading direct response television companies, producing more than 600 infomercials and DRTV spots, generating more than $6 billion in sales for its clients and winning numerous awards for excellence. Script to Screen’s prestigious Client roster includes AAA, Adams Golf, American Telecast, Beachbody, Bose, Bosley, Comcast, Conair, Gaiam, Gazelle, General Motors, Guthy-Renker, Hooked on Phonics, Icon Health & Fitness, Keurig, Kraft Foods, LifeLock, Meyer Corporation, NordicTrack, Omaha Steaks, Oreck, Robert Bosch, Rubbermaid, Shark/Ninja, Smartech, TaylorMade, Tristar Products, UFC and Wahl to name a few.
Prior to co-founding Script to Screen, Ken was affiliated with ABC Sports, where he worked on Wide World of Sports, Monday Night Football, and Monday Night Baseball. Ken holds a Bachelor of Arts degree in Television Production.
Alex Dinsmoor
PRESIDENT
Alex joined Script to Screen in 1999 and works closely with companies exploring direct-to-consumer sales and marketing strategies.
During his tenure, he helped numerous brands successfully execute direct-response marketing strategies including Blink by Amazon, Estée Lauder, Abbott Labs, Shark/Ninja, Keurig, LifeLock, Omaha Steaks, Generac and L’Oreal to name a few.
In 2010, he launched a lifestyle-based product via direct-response and effectively moved into retail. His experience on both the agency and client/product side of the business provides a unique perspective that benefits all agency clients.
Alex received his Bachelor of Arts degree in Organizational Communication from Pepperdine University. He is married with three children and enjoys golf, tennis, basketball, and the occasional sailing trip. Which might explain why he’s a fan of this Oliver Wendell Holmes quote: “Greatness is not in where we stand, but in what direction we are moving. We must sail sometimes with the wind, and sometimes against it—but sail we must, and not drift, nor lie at anchor.”
Melany Koenig
VICE PRESIDENT OF STRATEGY AND OPERATIONS
Over the past decade Melany has launched and managed 30+ DRTV campaigns including a number of brand sensitive campaigns such as Keurig, Breville, Rubbermaid, Contour, Cuisinart, and Conair to name a few. She has launched numerous female focused brands including Gwynnie Bee, Goody, Red Carpet Manicure, Pound, and Metamorphosis by Tracy Anderson, in which case she not only managed the successful DRTV campaign, but was also responsible for the client’s oversight and daily management of retail, home shopping and international distribution.
As Vice President of Strategy and Operations, Melany serves as a direct link between our clients and industry leaders, working closely with her team to manage the day-to-day elements of campaign strategy, offer development and infrastructure setup through campaign launch and continued optimization to ensure a seamless process and ongoing growth of a company.
Melany graduated from Chapman University with a Bachelor of Science in Business Administration with an emphasis in Entrepreneurship and minor studies in Organizational Leadership. Additionally, she has prior experience in television market research and analytics working at E! Entertainment in London, UK and in Account Management at NettResults International Marketing and Public Relations.
Shayna Cooper
HEAD OF CAMPAIGNS
Shayna is a marketing professional with a passion for direct-to-consumer strategies, project management, and brand storytelling. Since 2017, she has been a valued member of Script to Screen, starting in client services before transitioning into project management. Her experience spans retail, social media marketing, and campaign execution, offering a well-rounded perspective on the consumer journey.
Shayna manages every phase of creative, production, and post-production. She values a team-oriented approach, working closely with clients, writers, designers, producers, and directors to ensure each campaign is delivered on schedule and within budget.
With a background in Creative Writing, Shayna brings a unique approach to marketing, helping brands craft compelling narratives that drive engagement and sales. She excels in managing projects seamlessly, collaborating with teams, and delivering results-driven campaigns.
Joanie Laxson
EXECUTIVE PRODUCER
During her 25+ years with Script to Screen, Joanie has produced successful shows for a wide variety of clients covering beauty, fitness, housewares and education—clients such as Bare Escentuals, Bath & Body Works, Conair, Compassion International, Focus Education, Freeze 24.7, Guthy-Renker, Helen of Troy, Homedics, Hooked on Phonics, Hoover, Infinite Mind, Investools, Keurig Green Mountain, Kraft, Laura Geller, Les Mills, L’Oreal, Meyer Corporation, Netspend, Perfect Formula, philosophy, Procter & Gamble, Rosetta Stone, Tria Beauty, Tristar Products, and Wexler to name a few.
When she’s not producing performance-driven DRTV, Joanie and her husband are busy with their blended family, coastal urban farm and vineyard, and rustic cabin in the Sequoias. So it’s no surprise that one of her favorite quotes is by C.W. Ceran: “Genius is the ability to reduce the complicated to the simple!”
Joanie graduated cum laude from Santa Clara University with a Bachelor of Science degree in Business.
Barbara L. Kerry
CO-FOUNDER CHAIRWOMEN EMERITUS
She’s one of the top 25 most influential people in DRTV, according to Response Magazine. She’s a pioneer in the industry and, in 1986, she co-founded Script to Screen along with her husband, Ken Kerry. Today, Script to Screen is one of the nation’s leading direct response television companies and has produced more than 600 infomercials and DRTV spots, plus generated more than $6 billion in sales for its clients.
“What I love about the direct response business is that you cannot run and you cannot hide from the reality of the market place,” Barbara says, “In a very short time, you discover if you will win or you will lose, unlike conventional advertising where you know 50% of your advertising dollar is wasted, you just don’t know which 50%. In DR, you know within hours if your media dollars are working or not.” Under Barbara’s guidance, Script to Screen has been honored with over 70 awards for excellence from the Clio Awards, Electronic Retailing Association, Jordan Whitney and the New York Festivals.
A list of its prestigious Clients include AAA, Bare Escentuals, Bath & Body Works, Conair, Cuisinart, Dr. Denese, Esteé Lauder, Gaiam, Guthy-Renker, Gwynnie Bee, Hooked on Phonics, Keurig Green Mountain, Laura Geller, Little Passports, Nutrisystem, philosophy, Procter & Gamble, Rosetta Stone, Rubbermaid, Temptations, Tracy Anderson, Tria Beauty, Laura Geller, L’Oreal, Perfect Formula, and Wexler to name a few.
Barbara began her career in television producing programs for Southern California sports teams including the Angels, Dodgers, Lakers, Raiders, and Rams. Her education includes a B.A. in telecommunications from the University of Colorado, and an M.A. in psychology from Pepperdine University.