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Laure Softley has recently reached a milestone of serving 25 years in the advertising business. With experience ranging from both the client and agency perspective, Laurie has worked on everything from in-house retail to government, corporate, consumer and non-profit campaigns. Laurie has always been interested in the science of media buying and how to achieve great things with any size of budget. The resources and research tools available at DSA Baron are an important part of her buying and planning strategies. Media buying and planning is her passion and she loves the fact that the industry is constantly evolving. The ever changing environment ensures that every buy is unique and staying on top of new research, and media choices ensures constant excitement and new challenges. While there is always enjoyment working on large budget campaigns, it is also very important to Laurie to work on campaigns for charitable and non-profit clients. She always ensures she has a balance of clients that ensures she gives back to the community. Laurie is very involved with her two children who are both very active in the arts. Her son is a popular musician/composer who has travelled around the world to perform and has been teaching from a very early age. Her daughter is a champion dancer, professional actress and a singer. Laurie has served on parent committees and provides services ranging from driving to making costumes and running events. Laurie has spent hours on movie sets and working behind the scenes at concerts and shows. Being analytically minded, the artistic abilities and temperaments of her children is somewhat confusing and unexpected. She doesn’t always “Get It” but is very proud of the kids for being so dedicated and can always appreciate the sense of accomplishment they feel when the curtain closes. She actively supports both her own and other children in pursuing their passions and is grateful to have a very supportive husband who has spent the last 26 years supporting her career and doing anything that makes it possible for her to manage her commitments. For five years, Laurie has been responsible for hosting a dance competition for over 500 dancers and 1,500 spectators. The three day event requires large venues, year long planning and hours of hard work and coordination. Laurie also manages 90 volunteers who help make this event an annual success.
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