Starting in 2010, ISM became heavily involved in the media and publishing industries.  Our primary role was to change the valuation of major brands by building the overall non-print component of the business and revenue.

Robb Report – In 2010, Robb Report was one of the best-known magazines brands (including its other magazines – Robb Report Collection and ultimately, Robb Report Home & Style and Robb Report Health & Wellness).  However, the owner William Curtis knew that to grow the brand it needed to change its digital presence.  Anderson was engaged to help lead these efforts.  The role included activities such as:

  • Providing strategy, RFP creation and re-positioning and build of RobbReport.com
  • Helping build and implement Robb Report’s move into the tablet space
  • Creating integrated sales campaigns and materials to move sales teams from selling print with web or email being a secondary consideration to part of an overall multi-media package.
  • Building weekly digital training sessions for all sales and marketing staff
  • Providing direct sales support and implementation of integrated campaigns across luxury verticals.
  • Creating new digital products – content spotlights, video and social media – and editorial products – Luxury Newswire – to support the repositioning of the brand as a multi-media company.
  • Supporting the presentation, sales and due diligence for the sale of Robb Report to Dan Gilbert.

RMS Media Group – following the sale of Robb Report, Anderson moved to RMS Media Group, the publishers of Northshore, Ocean Home, Luxury Pools + Outdoor Living and the representatives of over 20 custom published books in the luxury sector, including automobiles, yachts, hotels and luxury lifestyle.  Anderson’s role was similar to at Robb Report, ultimately becoming the Chief Marketing Officer.

  • Updating digital platforms and ability to personalize and target key audiences.
  • Creating templates for integrated sales campaigns, conducted training and provided one-on-one support for sales team.
  • Creating new products – content hubs, luxury online network, content syndication and research, built relationship with online exchange for geo-targeted display campaigns.

Virtuous Vices – as one of the creators of Robb Vices while at Robb Report when Daniel Curtis licensed all rights to Robb Vices and took it outside to a separate company, Anderson drafted the business plan and provided consulting support in the launch and funding of the brand.