Caryl Behmoiras
Media Director, Mascola Advertising

Caryl started out in the Midwest, working on brands like McDonald’s, John Deere and Chevy. Then she took a leap and landed in New Haven, CT. She leads media planning and strategy for all of Mascola’s accounts, and prides herself on the solid relationships she’s formed with vendors all over the country.

A conversation with Caryl

When did you know you wanted to go into advertising?
In hindsight, I think I was meant to be in advertising. As a kid I was fascinated with ratings books – my mom was in media - even though I had no idea what all the numbers meant. But I didn’t really start out with advertising in mind.

What did you originally think you would be doing?
My major in college was Russian Studies. I wanted to be a spy. I interviewed with the NSA.

So how did you get into media?
It’s just where I landed. I tell the interns that to be in media you have to be good at math and you have to ask lots of questions, look at the research, and interpret it. So I think having those skills directed me down the path of media.

What attracted you to Mascola?
I loved the people here. I really clicked with them right from the beginning.

How do you work your magic with vendors?
My philosophy has been firm and fair. I have really good relationships with my media partners. I have a Rolodex that has cards that are 15 years old, and I feel like I could pick any card and call them today even if I haven’t done business with them in 10 years.

If you could tell clients one thing, what would it be?
I would tell them to be honest with themselves, their brand and their agency – to always have open communication.

Do you use your clients’ products?
Whenever possible. It’s always good to have an understanding of a client’s product. If it’s something I can’t do I make my kids do it.

Would you encourage your kids to go into this business?
When my oldest daughter was in kindergarten, she chose advertising for career day. She says I always wear black when I have a meeting, so she wore cute little leather pants and a black turtleneck and black shoes and I gave her my briefcase. My friend cut up little storyboards for her. She’s 10 now and still says she wants to go into advertising. But whatever path she chooses, I’m fine with that.

What’s your favorite sports team?
The Cardinals. Come on, I’m from St. Louis. I won $10 off of Chuck from the Cardinals. He was crazy enough to bet against them.