Peter Mayer Media Director Jordy Luft was a featured speaker at the recent 2010 Catholic Media Convention, which attracted over 300 attendees from North America. Luft was invited by the national organization to lead a breakout session that addressed how Catholic Media reps can most effectively work and interact with an advertising agency. Among the topics addressed were an agency’s internal hierarchy, what to expect at an initial agency sales call, creative uses of qualitative research, the contents of an ideal media kit and schedule stewardship and follow-through.