Joe Barone

Enigma
DISC Type : dic

Managing Partner, Brand Safety Americas at GroupM

Garden City, New York, United States

Overview

Joe Barone is a retired digital media pioneer with a 43-year career, primarily at WPP and GroupM. As Managing Partner for Brand Safety, he was a key figure in creating a more transparent and accountable digital advertising supply chain. He earned his BBA from Baruch College.

He has been involved in digital media buying since 1994, the same year the first-ever online banner ad was launched.

Personality Overview

Challenger

Fast Follower

Friendly Yet Blunt

They are likely to ask many questions and look heavily for supporting proof as well as information.  They are generally strong communicators and are not easy to convince. They can sound friendly and charming but can quickly change gears to become inquisitive and probing

Topics They Care About

Brand Safety
This was his core focus at GroupM, where he pioneered industry efforts for a more transparent and accountable digital inventory supply chain to protect client investments.
Digital Advertising
His career spans the entire history of the industry, as he began purchasing digital media in 1994, the year the first banner ad appeared online.
Ad Tech Operations
Previously managed the US GroupM Digital Traffic team and was deeply involved in ad-tech systems development, vendor negotiations, and process re-engineering.

Media Appearances

GroupM's Joe Barone: Brand safety is 'table stakes' but still a major issue. Featured in Digiday

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Joe Barone, GroupM Brand Safety – Platforms Working Hard to Improve Consumer Data Protection Capability. Featured in Media News 4U

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Ad Industry Unifies Against Unsafe Media, GroupM's Barone ... (YouTube Video). Featured in YouTube

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Work History

3-2017
Managing Partner, Brand Safety Americas at GroupM
7-2010 - 2-2017
Managing Partner, Digital Advertising Operations at GroupM
1-2009 - 7-2010
Media Director at Greater Than One
2005 - 2008
Managing Director at Neo@RMG Connect
2005 - 2008
Managing Director, Neo at Ogilvy & Mather

Education

1976 - 1980
BBA from Baruch College

More Information

Social Presence :

Prographics :

Exp : 44 Location : Garden City, New York, United States Job Level : N/A Designation : Managing Partner, Brand Safety Americas at GroupM
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Insights For Selling To Joe

During A Call Or A Meeting

DO's

  • Be prepared for a mix of questions and inquisitiveness, answer them in the tone in which they have been asked
  • Use phrases like ‘clear evidence’, ‘data-based results’ etc.
  • Help them realize that any personal risk in making this decision is far less compared to what the results could mean for them

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t rely excessively on your relationship with them to win the deal even if you come to form one
  • Don’t be too objective but make sure to pad your storytelling with data points

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Joe is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Joe

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Joe move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Joe take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Joe

Personality Compatibility


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