Catching Up With Rookie WNBA Senior VP Andi Poch

WNBA Senior VP/Business Development Andi Poch

The WNBA’s Andi Poch, a self-described Bohemian, would love to see the dress code in the league’s N.Y. HQs adjusted to “corporate funky.” While that may be unlikely to happen, the Senior VP/Business Development is bringing that type of mentality to the office in her first year with the league. Poch has held roles in a variety of entertainment fields from MSG to MTV, where she was VP/Ad Sales before joining the WNBA. That experience makes for a unique approach to selling the league’s “lifestyle experience” to marketers. Poch recently discussed this strategy, among other topics, with Staff Writer Brad Pinkerton.

Favorite hobby: Attending anything music. I’m a music girl.
Favorite band/artist: I have two: Bruce Springsteen and Pearl Jam.
Most recent CD purchased: Mat Kearney, “Nothing Left To Lose.”
WNBA Finals picks: San Antonio over Detroit.
Preseason MVP: Fever F Tamika Catchings
Pre-season ROY: Sky G Armintie Price

Q: You’ve had a broad range of jobs in the sports & entertainment fields. What’s the most challenging job you’ve ever had?
Poch: My most challenging job was Phase2 Media (VP and Senior VP/Ad Sales), which was at the beginning of the Internet boom. I was selling branded sites to brand advertisers at a time when people were talking clicks and dots. It was a very different model from straight advertising as I knew it. It was a lot of education of the marketing community as to how to use the interactive space, way back in ’98-99 when it was at the beginning of brand meeting dot-com.

Q: What practices do you bring from MTV that can work within the WNBA model?
Poch: I built my model on multiplatform. MTV coined the phrase “360,” ... which is surrounding a consumer in every way, shape and form with both an advertising method and MTV content and giving the consumers the opportunity to rub up against the brand wherever they were. The concept of 360 and multiplatform is something I feel very proud is part of our offering with the WNBA.

Q: Are there any similarities between the two jobs?
Poch: The concept of brand — and both being incredibly strong brands. ... Both companies are seriously protective (of their brand), yet welcoming for advertisers to market up against it.

Q: What’s your favorite MTV show?
Poch: I love the “Real World/Road Rules Challenge” because it’s got all the drama, all the reality, and there’s an element of athleticism to it.

Poch Believes Lisa Leslie Would Be Perfect For “Cribs”

Q: What WNBA player would fit well into an MTV show and which show would it be?
Poch: (Sparks C) Lisa Leslie would be perfect for “Cribs” because she’s certainly got that backdrop of celebrity. ... I could see (Shock F) Swin Cash in a “Real World” meets “Laguna Beach” show. Maybe a “Laguna Beach”/“The Hills” show.

Q: What is the No. 1 obstacle facing the league today?
Poch: Getting the buy-in, literally and figuratively, to the concept of women and sport and that being a viable and powerful marketing tool. I’ve been surprised that ... marketers have not clamored to tap into (the sport).

Wrap Around: If you could ask our next interviewee a question, what would it be?
Poch: What song or song lyrics best exemplify your day-to-day working mantra? Sometimes in my head I think Springsteen, “One step up and two steps back.”