Meet the strategist: Chris Munroe

Behind every policy shift, campaign, and successful project are people working thoughtfully and intentionally to move change forward. The Strategists series introduces you to the 360° perspective of our team members who bring expertise, creativity, and purpose to their work, and who are committed to making an impact for the communities they serve.  

Chris Munroe Brings Traditional Media into a Modern Outreach Strategy 

Reaching a target audience requires us to connect to people where they are with relevant information and messaging. Historically, traditional broadcast and print media were the tried-and-true methods to get a marketing message out into the world. As digital formats started gaining traction, it became easier to find niche audiences and people who were more likely to connect with your message. Now, digital media is the leader in marketing use.  

However, our Vice President in Alaska and firm wide media buyer Chris Munroe, notes that traditional media still holds an important position for many advertisers trying to reach specific audiences. Alaska is a great example of how traditional broadcast and print advertising remain vitally important. As a large state with many rural regions, communities still struggle with fast, reliable internet, and it is expensive (this is true for rural communities across S360’s footprint). People still watch, read, or listen to local news from cable and public media sources. Large cultural moments happen on network television – the Superbowl just aired to one of the largest audiences in its history. Research shows that TV advertising offers strengths in branding and recognition, creating top-of-mind awareness. 

Moreover, people are accessing TV and radio through streaming services, so building an advertising plan that integrates streaming with broadcast helps get your message out further. Chris collaborates with S360’s creative and digital marketing teams to develop integrated marketing strategies that consider the unique benefits of a multi-media plan to meet each client’s specific goals. If the creative plan includes a stunning video, it would be well served to air on TV as well as streaming. If the message is important for rural audiences, public radio is a trusted platform that will reach them. Each project is one of a kind, and our teams consider all possibilities.  

Leading with Strategy, Leveraging Relationships 

With decades of experience in marketing and communications, Chris has valued relationships across local media. When a good marketing opportunity arises, or premium placements become available, he is the first call a station rep will make. If a promotional sponsorship becomes available, he can help a client get the first shot at being a partner. For local TV stations, he negotiates lower rates because he has a long-term purchasing history with the station. The relationships built across traditional media outlets becomes a valuable tool for our clients to maximize their marketing budget.  

Along with relationships and history, Chris has intuitive knowledge of the media landscape and how to best plan a media campaign. He applies that to create thoughtful strategies for each client, considers the details for each project, and always reviews the data and metrics. His process includes: 

• Aligning internally with the full client team to ensure that traditional media strategies are integrated seamlessly within the plan. 
• Considering when and where people are most likely to see an ad. 
• Reviewing the ratings and shares for any media in consideration.
• Tracking significant media moments and competitive advertising times. 
• Leaning on the data behind human behavior with media. 
• Negotiating ROI’s with each media outlet he places ads with.
• Monitoring a campaign across placements. 
• Reviewing a campaign after it’s wrapped to create a final report to ensure the advertising met benchmarks.  

This nuanced process helps clients expand their brand impact, awareness, and value with important audiences.  

Thoughts on Advertising in 2026 

For many annual marketers, the biggest consideration for 2026 will be the election cycle. Chris notes that by mid-summer the airwaves will be packed with political ads, and spots will be at a premium leading into November. Planning around this cycle will be important for brands that either want to avoid getting lost in the sea of politics, or those who have a stake in the election outcomes and want to prioritize solid placements in a crowded field. Either way, Chris can provide 360° support navigating broadcast and print media placements to meet the unique needs of each client.  

This month, we also experienced one of the most competitive and compelling days of the year for advertising – the Superbowl. For Chris, the classic Budweiser spots always land. His favorite this year was the baby eagle spot, featuring the long-running Budweiser Clydesdale. The history of the horse and the national bird created and all-American symbolism that offered a smile to viewers. It stayed above the weeds and didn’t get bogged by complex messaging – creating a simple, clear, and memorable brand story.