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.
Rick Petry, CMO and EVP of Direct Avenue, Interview by Barbara Kerry Barbara Kerry sat down with Rick Petry, CMO and EVP of Direct Avenue, a data-driven media agency, to talk about his 30 years of experience in the Direct Response Industry. He shares his insights into...
5 Ways to Build a D-to-C Model Using Response-Driven Performance Marketing Here are five proven ways to take ownership of the consumer/brand relationship from third-party distributors and implement a D-to-C strategy that will lead your business into a more profitable...
Infomercial King Tells a Story Marketing: Director explains what works in ads By Peter J. Brennan Ken Kerry isn’t your typical Hollywood director. The co-founder of infomercial maker Script to Screen LLC can direct a story as short as a few seconds or as long as 30...
Barbara Kerry’s column in the November 2017 issue of Response Magazine speaks to the continuing importance of including the Boomer Generation in your television advertising campaigns’ target audience....
Christine Hunsicker, CEO and Co-Founder of Gwynnie Bee shares her insights on the benefits of Direct Response Television (DRTV), how it affects digital marketing, why she advocates DRTV and the resounding success it’s had on her business.Click here to...
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