It's Our People Who Make It Work

A successful advertising campaign hinges upon the ability to draw upon our:

  • knowledge of the category
  • knowledge of the lifestyle and purchasing tendencies of the target audience
  • knowledge of the best current media opportunities
  • past successes
  • creativity
  • commitment of the Ross Team


We have a highly experienced team of professionals working together to bring you innovative solutions for generating leads for direct response clients or driving store traffic for retailers.


Ross Advertising's Diversified Team

David Ross



David began his career as a copywriter at KORD-AM/FM in Pasco, Washington.  From there he moved to Los Angeles where he graduated with a BA in Radio/Television Broadcasting from California State University Northridge in 1977.  During college and the year that followed, he worked free-lance in television production as a cameraman at several facilities, and a production assistant and director trainee at KCOP television.  Concurrently, he held outside sales positions.


In 1977, RKO General had thirteen Top 40 Rock AM radio stations across the country.  At that time, AM stations were losing audience and revenues to the newly emerging FM music stations.


David Ross was selected as the first specially trained Account Executive in 1978 for KHJ-AM Los Angeles, RKO’s flagship station.


David was personally trained and mentored by Dwight Case, the President of RKO Radio, to cherry pick the best spot placements possible, so they would produce better results for the advertisers, and sell the schedules at a premium.  This was intended to keep the station’s revenues up until the implementation of AM stereo.  We are still waiting for AM stereo.


David became Director of New Business at Asher / Gould Advertising in 1980.  Responsible for new business development, he helped to propel that agency from $12 million in annual billing to over $45 million in six years.  This was accomplished by identifying marketing and advertising problems, then solving those problems with implementations that worked!  David’s boss, Hal Asher, was a pioneer in the TV advertising business.  He literally bought the first daytime TV spot to ever air in LA. David spent the next six years working closely with Hal, his second mentor.


In 1986 David opened Ross Advertising, combining the media lessons taught by both mentors.  He has been practicing and refining these disciplines ever since.  But now, instead of cherry picking stations’ inventory to work better and selling the media time at a premium, he cherry picks stations’ inventory to work better and buys the media time at deep discount for Ross clients.


Rick Perry

Vice President


Rick arrived at Ross Advertising with 30 years experience in quick service restaurant management.  His career began in Chicago where he graduated from Lewis University in 1975 with a BA degree in Business Administration, with an emphasis in Mathematics.  During that time, Rick managed a single QSR location.


The next steps in his career afforded greater opportunities with a move to Los Angeles in 1984.  Rick’s customer service expertise, people skills and analytical orientation resulted in sales building and cost control success.  His acumen for teaching subordinates to also excel, led to multi-unit supervisory positions.


Ultimately, Rick held the Director of Operations position with LA’s largest Popeyes Chicken & Biscuits franchise group.  He was elected to the Popeyes LA Marketing Co-op Executive Committee, which decides upon promotions and all other co-op issues while managing the advertising funds generated by over $55 million in sales.  Rick was elected President of the advertising co-op in 1997.  As an example of how highly Rick was regarded by the Popeyes Co-op membership, he is the only non-franchise owner ever elected to the position of President.  Yes, Rick was a Ross client before joining the agency.


The QSR marketing and advertising experience led to a career change and Rick joining Ross Advertising in 2000.  His business operations and customer service experience has served both direct response and retail advertisers well.  His background in mathematics is particularly beneficial for analysis and reporting, especially for direct response advertising clients.  Plus, he adds an additional level of understanding to marketing and field service for retailers.  With Rick, Ross understands the rationale behind effective promotional offers and the logistics involved with operational implementation.


Vernita Henderson

Senior Buyer


Vernita's advertising career began in 1994 at Market Place Media in Santa Barbara, California.  She quickly grew from a media buyer position at this newspaper rep firm, to managing a buying staff of four.  In this position, she perfected skills pertaining to booking orders, negotiating and establishing makegoods.


In 1997, Vernita moved to Los Angeles to become part of the buying staff at Young & Rubicam where she worked on the Paramount Pictures/Viacom account.  In this position, Vernita began interfacing with clients and took an active part in media planning.


In 1997, Vernita joined Ross Advertising.  Having left the large international agency, she found a home where she could truly round out her capabilities and experience.  She functioned as assistant, media buyer, traffic manager and account coordinator.... all simultaneously.


Vernita's promotion to Senior Buyer, represents her fourth promotion at Ross Advertising.  She is a solid asset to the Ross Advertising team.  Her attention to detail, hard work ethic and experience with both large and small agencies has allowed us to finely hone her abilities by being schooled in the Ross media way.


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