Backbone Media Promotes Laura Patten to Associate Media Director

Backbone Media promotes Laura Patten to Associate Media Director

July 30, 2012 (Carbondale, Colo.) Backbone Media, LLC, a public relations, social and media agency specializing in the active lifestyle market, is pleased to announce the promotion of Laura Patten to the newly created position of associate media director.

“Laura has been instrumental in the growth of our media department,” says Backbone Media partner and media director, Greg Williams. “As associate director, Laura will be able to provide more support to all staff and clients, lending her expertise in media plan development and execution. Her proven track record makes her an excellent candidate for this position and we are very excited the department is evolving to such a degree to be able to offer her a promotion.”

Backbone’s 11-person media department plans and purchases over $20 million in media across all mediums: digital, social, out-of-home, broadcast, and print. Backbone handles the media for a broad portfolio of clients that includes New Belgium Brewing, Eddie Bauer, Black Diamond, Telluride, Sun Valley and many more.

“I am excited to have the opportunity to help lead our team,” says Patten. “We have a strong department and I couldn’t be more thrilled to be a part of such a fantastic organization. My goal as Associate Media Director will be to build on our successes, helping clients use data to make the best possible media and advertising decisions. “

The launch of New Belgium Brewing’s newest offering, Shift Pale Lager, serves as a standout campaign for Patten and the Backbone media team. After extensive market research, the team developed an efficient and effective media strategy that included national and regional print publications, interactive iPad advertisements, an integrated digital and mobile campaign on Pandora, as well as Facebook ads and applications. The Shift beer launch was one of New Belgium’s most successful to date, surpassing all expectations of sell-through within two months.

In addition to research and media planning and buying for 26 clients, the Backbone Media department also provides a full suite of social media services and integrates closely with the company’s 16-person public relations team.

About Backbone Media, LLC

Backbone Media represents over 40 of the world's leading active lifestyle brands and premier travel destinations from its offices in Carbondale, Colo., Jackson, Wyo., and Denver, Colo. Offering integrated media, public relations and social media services, Backbone pairs its vast network of trusted media contacts with the best research tools available to deliver targeted, measurable results for our clients. For more information, visit


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