When it comes to unearthing more powerful and creative communications solutions, Horizon Media looks to the WHY Group, led by Sheri Roder. Launched by Sheri over eight years ago, the WHY Group brings a richer understanding of the complex human emotions and motivations that translate to consumer action –whether that is to tune in, post or purchase-- across the full spectrum of Horizon client partnerships and new business efforts. She describes her role and that of her team as idea-sparkers, consumer strategists, investigators and snoopers, sounding boards, trend spotters, storytellers, brand doctors, creative partners and provocateurs. In recognition of her leadership and unique perspective, Sheri was recognized in 2015 as one of the 20 Ad Age Women to Watch, an Adweek Media All Star and Cynopsis Top Women in Digital. Broadcast & Cable named her a top planner in 2014. That same year she was appointed as a member of the National Academy of Sciences Social and Behavioral Sciences Roundtable.
With over 30 years in the communications business, Sheri has spent time in both agency and client roles. Prior to Horizon Media, she led strategic planning on Pfizer, Wyeth and Merial accounts at Saatchi & Saatchi Consumer Healthcare, bringing consumer and brand-based strategy and insights to pharmaceutical advertising and communications. Sheri also spent time in senior strategic planning roles at J. Walter Thompson and Gotham on a variety of accounts including Unilever and Fujifilm. Prior to life in the agency world, Sheri spent several years at Pepsi before moving to Guinness/Diageo, both in London and the U.S., re-creating and leading the consumer insight division, as well as acting as a marketing director for new product development. Sheri was the catalyst in developing the overall marketing and advertising strategy behind the first Guinness television advertising in the U.S., which ultimately resulted in a 30% sales increase and won a Gold Effie, a Clio, AICP award and was a Cannes finalist.