After more than a decade of writing some of the most influential audio spots in the country, our longtime copywriter, Payne Ratner, is retiring.
A prolific copywriter, accomplished playwright, world traveler, and loving father, Payne has personally written thousands of ads for Strategic Media, growing the business of hundreds of brands on radio and podcast.
Payne’s retirement marks the end of a 30-year stretch in advertising, working with national brands including Vistaprint, eHarmony, and Shari’s Berries, while still collecting accolades in the world of literature.
While the story of his breaking into advertising borders on happenstance – “I was bartending and a man who had just started an ad agency needed someone to write some quick commercials” – Payne has undoubtedly made his mark on radio.
We asked everyone in the office to share their favorite memories of Payne.
“Payne is my constant reminder to put my feet up, sip some coffee and have a little fun.”
– Ronnie Bell
“When I became head of the creative team I didn’t know anything about working with creatives. You made the transition easy, made me feel part of the team. You made learning how to work with the creative team fun and everyday since has been more enjoyable than the last. Nobody knows how to end an awkward silence like Payne.”
– Bob Leonard
“Payne has written some of the most performant ads in SMI’s history, but my favorite thing about working with Payne has always been his bright smile and warm demeanor. You always feel better after interacting with Payne than you did before.”
– Christina Baeten
“Payne’s quick wit and amazing sense of humor have created many special memories while working with him.”
– Matt Perkins
“Payne has to be one of the most genuine, thoughtful, complimentary, relatable, and quick-witted men I have ever known. Not only did he make time for conversation, but he was also genuinely interested. He made connections with almost anyone. His “stand back and strike” one liners were appreciated by everyone who was lucky enough to hear! His calming nature made everyone around him feel at ease. I consider myself so lucky to have known Payne while he was at SMI”
– Sarah Paradis
“Payne, you are a truly genuine human being. You always have a smile on your face, you’re smart, kind, hilarious, witty, and charming. We will certainly miss your fantastic writing skills, positive attitude and funny one-liners, but wish you the happiest of times in retirement. Don’t forget about us!”
– Vanessa Verrillo
“Payne has always been a source of comedy and lightness both in meetings and his general demeanor around the office. He always has a smile and a good morning for anyone who crosses his path and has such a unique way of thinking when it comes to advertising. It’s like he can see past the task at hand of creating an ad and creates imagery within this ad that sticks to your brain like good oatmeal. It’s fascinating to behold!”
– Emily Morris
“I’ll miss his presence and comments on team meetings. Always offbeat and humorous.”
– Jared Kulaga
“There are so many awesome memories of Payne, including but not limited to the many Payne-isms at the Friday meetings that would bring a smile/laugh to everyone. One specific memory of Payne is when he drew an amazing picture of this face on a napkin and left it in the kitchen. No one could figure out who did it, but few of us knew that it was Payne!”
– Brandon Moody
“Payne, thanks for always being a kind and wonderful person, you are a great human. Your wisdom, knowledge and humor are top notch. Keep being you and keep up the good work, the amazing writing, and the fantastic doodling! I’m going to miss working with you.”
– Lewis Gillies
“We started our journey at SMI simultaneously and while I won’t be joining you on the way out, I have a deep appreciation for getting to know you over the past 12 years. Best of luck on the next chapter!”
– Alex Foster
“When I look back at my time with Payne at SMI, I’ll always think fondly of our script reading sessions at the round table. What a treat it was to listen to these objectively-perfect spots appear from seemingly nowhere.”
– Jeremy Glass
“The warmth of Payne in general is my favorite memory. He took us in with no ego, and with the care and support of an old friend. He is a treasure of experience and compassion. Payne, you are not only one of the kindest people I have encountered, but also one of the most interesting. Thank you for being such a beacon of support and compassion. I hope you find time to create the world you wish to see every day going forward.”
– Kristy Martino
“Payne brings laughter and levity to all meetings – and to all encounters, really, but the meetings are my fave! No one breaks the ice like Payne! Your spirit is enviable; you truly are an inspiration! I wish you all the best in your next chapter!“
– Pam Wolfgram
“I could probably come up with a hundred moments where Payne put a smile on my face talking about the mute button or technology… but my favorite memories are the genuine conversations talking about our lives and our families. Thank you for everything you’ve done for SMI and our Clients! It has been a pleasure working with you. Cheers to a well-deserved retirement! We will miss you!”
– Brooke Murray
“Payne is a true one of a kind – the kindest soul with the goofiest spirit. Congratulations, Payne! You will be missed!”
– Robin Bunker
“Payne, I have really had a wonderful time working with you. You are a calming presence in the office and put everyone at ease. You are also always quick with a joke which I really appreciate. I hope you enjoy Puerto Rico and never have to set an alarm again.”
– Lee Syatt
“In my 3+ years at SMI, I have come to appreciate Payne’s creative imagination. His strength not only with copy writing but his calming tone to his everyday stories. Payne, wishing you the best on your next venture. Have fun and whatever you do, keep it creative!”
– Steve Mondor