Barbara L. Kerry
Chairman, Chief Executive Officer
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 $4 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 50 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, Adams Golf, American Telecast, Bare Escentuals, Bose, Bosley, Conair, Gaiam, General Motors, Guthy-Renker, NordicTrack, and Oreck, to name a few.
Barbara began her career in television producing programs for Southern California sports teams like 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.
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 principals.
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 $4 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, Bare Escentuals, Bose, Bosley, Conair, Gaiam, General Motors, Guthy-Renker, NordicTrack, and Oreck, 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.
Tony Kerry
Senior Vice President and Chief Marketing Officer
For the past twenty years, Tony Kerry has been the Senior Vice President and Chief Marketing Officer at Script to Screen. He manages all sales, marketing and public relations activities for the company. He spends the majority of his time meeting with corporate marketers, advertising agencies, direct marketers and entrepreneurs; educating them on the merits of direct response television marketing.
“It has been so enjoyable watching the Direct Response Television industry mature into an integral part of the total marketing mix for corporate marketers, direct marketers, and entrepreneurs, alike. We are, as a company, committed to helping our clients evaluate the feasibility for success of their project, utilizing the Direct Response Television format,” Tony says.
Through Tony’s efforts, Script to Screen has successfully earned an array of blue chip clients including American Telecast, Bose, Conair, P&G, Gaiam, General Motors, Guthy-Renker, Oreck, Pfizer, Philosophy, RosettaStone and Sears.
Tony is married and likes spending quality time with his wife and two children. He holds a Bachelor of Science degree in Marketing.
ADAM CARRILLO
DIRECTOR, MARKETING STRATEGIES
As director of marketing strategies, Adam evaluates the viability of products selling directly to consumers. He guides clients through the development and execution of their DR strategies. With more than seven years of DR industry experience, Adam has built an expansive network of industry relationships, and is charged with expanding the company’s roster of clients, with the goal of introducing new companies to the vast business opportunities direct response presents.
“It’s fulfilling for me when clients grasp the overall impact of direct response, and realize how they can establish their brand and increase other revenue channels by implementing a long-form or short-form infomercial into their marketing mix,” he says.
Adam joins Script to Screen from Response magazine, where he played a crucial role in growing the Response brand to include ResponseEXPO and the Direct Response Marketing Alliance—the most recognized educational tools for direct response marketers. He developed and executed new sales strategies for the Response group, earning numerous Questex Sales Star awards.
He enjoys softball, basketball, automotive racing, hiking, road trips, choir and spending time with his son, Ethan.
Adam attended Cal State University of Fullerton College of Business and Economics.
Joanie Laxson
Vice President, Executive Producer
As Executive Producer, Joanie oversees all aspects of creative, production and post production. She works closely with the clients' marketing teams, writers, directors and other producers, making sure that each Script to Screen infomercial is on target, on time and on budget. Joanie believes the best infomercials are the ones that “inspire you to want to become a better person.”
During her 16 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 Guthy-Renker, Procter & Gamble, Conair, Bath & Body Works, TriStar, Kraft, Oreck, Investools, Hooked on Phonics, NordicTrack, Homedics, Laura Geller, Freeze 24.7, Philosophy, and Bare Escentuals, to name a few.
When she’s not producing award-winning infomercials, Joanie and her husband are busy with their urban farm and blended family of six children. 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.
Frank Battisti
Vice President, Executive Producer
Frank leads his team through the entire infomercial process, from the initial client meeting to completion. He’s there every step of the way, collaborating with writers and directors, working with clients, and ensuring that each show has the right combination of proven DR tactics and aesthetics.
After 12 years, Frank sees Script to Screen as not just a company, but rather a community that allows everyone to express their creative input. He believes “It’s that team effort that truly makes an infomercial look and perform well.”
Frank has worked on a variety of shows that have performed extremely well for companies like Sears, General Motors, Body By Jake, Bose, Icon Health & Fitness, Taser International, Spinning, Rubbermaid, Dremel, Rockwell, Conair, Cuisinart and Indy Racing League.
Before joining Script to Screen, Frank was Director of Marketing for Great Expectations, a national dating service. He holds a Bachelor of Science degree in Marketing.
In his free time, he enjoys traveling with his wife and playing music. In fact, his band, The PainKillerz, released their debut CD that was recently nominated for two L.A. music awards.
Mick Koontz
Chief Operating Officer
Mick joined Script to Screen in 1997, bringing with him an extensive background in business management and finance. He oversees all day-to-day operations at Script to Screen, and supervises the administration and accounting staff as well as the account managers. Mick also handles legal affairs for the company. He is the oil that keeps the engine running!
Mick is a CPA and, before joining Script to Screen, he worked for the Irvine Company, several residential builders and commercial developers.
When Mick isn’t rooting for the USC Trojans or the L.A. Lakers, he’s pitching for his local softball team. Once a month, Mick goes to Rojo Gomez (a small town outside of Tijuana) to volunteer with a medical team from Mariners Church that provides a triage medical clinic. He and his wife of 33 years have three children.
Mick earned his Bachelor of Arts degree in Business/Accounting from USC and his MBA from Cal State Fullerton.
Claudia Cañas
Director of Client Design
Claudia is responsible for the overall look of each show, from set design to graphics and animation. She works with the Executive Producer to create a unique look for every brand, ensuring that all visual elements are distinctive, cohesive and effective.
Claudia enjoys working on a variety of different projects and the challenges that each new show brings. “With other companies, infomercials can be very cookie cutter,” she says. “I love finding ways to make each client really stand out visually.”
Prior to joining Script to Screen two years ago, Claudia was an Associate Creative Director at DDB Worldwide Communications Group and Saatchi and Saatchi, two prestigious advertising agencies.
In her free time, Claudia loves to travel. So far, she’s visited 62 countries! Claudia holds a degree in communications from Cal State Fullerton.
Dylan Dawson
Producer
Dylan has been with Script to Screen for four years, with a total of 10 years of experience producing, writing and supervising television projects. He works closely with Script to Screen’s clients and creative team to ensure that each production runs as smoothly, efficiently and effectively as possible.
He especially enjoys the creative opportunities and challenges that producing DRTV present. “It’s unlike any other form of advertising that exists today,” Dylan says. “A DRTV show must have the entertainment factor of a mainstream television show along with strategic marketing principles. It’s fairly simple to entertain people, but even harder to get them to get off the couch, pick up the phone and welcome that product into their life.”
Dylan launched his career with a degree in marketing and advertising. Today, when he’s not producing award-winning shows, Dylan enjoys writing, all kinds of music, movies and road trips. His personal philosophy is to live life to the fullest. As he says, “You never know when this crazy show will end and, unfortunately, it’s a show without syndication or any reruns.”
Veronica Nkuo
Account Manager
Veronica has been with Script to Screen for six years. She works closely with Script to Screen’s clients, guiding and assisting them through every stage of production. She helps them prepare for shoots by securing products, testimonials, clinical data and more. At the shoot, she’s at their side, answering questions, communicating their wishes to the producer and director, and making sure their needs are met. Afterwards, Veronica manages offline and online approvals, distribution of tapes, etc.
Veronica has worked on a wide variety of shows for such clients as AAA, Dremel, NutriSystem, P&G DDF Skincare, Kraft Foods, Laura Geller Makeup and TheFIRM, to name a few. She loves to see shows be successful and win awards. She especially enjoys hearing from friends that they not only saw one of her shows on television, they ordered the product!
In her spare time, Veronica enjoys reading, decorating and doing volunteer work. Veronica holds a Bachelor of Arts Degree from the University of New Orleans and a Master of Arts Degree in Radio-Television-Film from Cal State Fullerton.
Sean Doran
Account Manager
Sean has been with Script to Screen for five years and coordinates all aspects of a project with clients, from concept to completion. He makes sure each client’s vision is understood, the key features and benefits are being communicated and the message is clear and compelling. Sean has worked on shows for Body by Jake, Conair, LifeLock, Sonicrafter, Spinning, Sunbeam, and Suzuki, to name just a few.
“Nothing is better than working with a client and helping them turn their dream into a finished infomercial,” Sean says.
Before joining Script to Screen, Sean was a Senior Producer at MDTV, producing Direct Response medical television shows. Sean is married and enjoys bike riding with his two daughters, wood working and gardening. In addition to being an avid football and baseball fan, Sean also enjoys astronomy and quantum physics. Maybe that’s why some of the words he lives by were spoken by former NASA flight director Gene Kranz: “Failure is not an option.”
Sean holds a Bachelor of Arts degree in Communications.
Jennifer Tacujan
Account Manager
Jennifer serves as liaison between clients and Script to Screen throughout the entire pre-production, production and post-production phases. She makes sure the entire process runs smoothly, keeping clients involved, informed and enthused every step of the way. “My favorite moment is the actual production phase when I finally see the concept and scripts come to life,” Jennifer says. “It’s exciting to see how the ideas unfold.”
Jennifer has worked on a variety of accounts such as Conair, Oreck, Investools, Dremel and Guthy-Renker, and appreciates how passionate her clients are about their products. “I’ve pretty much fallen in love with 99.9% of the products I work on.”
Before joining Script to Screen three years ago, Jennifer worked in account management at World Wrestling Entertainment in New York City, plus several prestigious advertising agencies.
In her free time, Jennifer enjoys cooking, photography, art galleries, yoga and dining out with friends. One of her guiding principles actually came from a fortune cookie: If you can’t decide up or down, try moving from side to side. “In production,” she explains, “you can’t be rigid and need to be flexible at all times.”
Jennifer holds a Bachelor of Arts Degree in Communications from the University of California, San Diego.
Michael Finn
Account Manager
Michael works closely with clients, guiding them through all phases of production. With more than 28 years of experience in media production and account management, Michael understands the ins and outs of DRTV and assists clients with every aspect of their project, from marketing strategies to creative development.
Michael has been with Script to Screen since 2007. Prior to that, he worked on high profile accounts such as Toyota USA, Qualcomm, Nokia, DIRECTV, LEGOLAND California and the Travel Channel, to name a few. At Script to Screen, he has been instrumental in many successful DRTV campaigns including TheFIRM AbCoaster, NordicTrack SpaceSaver Elliptical, Contour Ab Sculpting System and the all new Living Well with Montel DR Television Series.
Michael spends as much time as possible with his two sons, snow skiing, snow boarding and playing volleyball at the beach.
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