Charting new territories

*3 minutes

My time with Publicis Groupe Publicis Media has been incredibly rewarding and their unwavering support has played a pivotal role in shaping me into the leader I am today.

We have some fantastic roles at Starcom so get in touch if you are looking at any level!

Better yet, if you're also in search of a media agency that's dynamic, agile, and exceptionally smart, look no further. Starcom is where you belong! 💪🚀 #MediaExcellence

Rest assured, my intention extends beyond mere reminiscing. I'm here to offer valuable industry insights, no matter where you are in your career journey, and to contribute positively to your growth.

What would you tell yourself as a media newbie?

Hard to narrow this down, so I’ll break it down into 4 observations! 

1.     Be present: The industry is built around relationships and the strength of these will contribute significantly to the growth of your clients, your agency and your personal development. Don’t underestimate the benefits of working in the office, cherish those watercooler moments, soak up wisdom from your colleagues, and learn to navigate the dynamic world of media.

2.     Demonstrate EQ & Entrepreneurialism: Emotional intelligence is your superpower, and don't be afraid to take initiative. Understanding people is fundamental to what we - at media agencies - do for clients, but most importantly for how we get sh*t done.

Understanding Emotional Intelligence (EQ) can be challenging at times, but its real worth emerges when you effortlessly read the room, making it an invaluable skill.

Entrepreneurialism often doesn't receive the attention it deserves; it's essentially about being a proactive troubleshooter, and most importantly, never shying away from making positive disruptions.

Finally, as a newcomer to the media world, amidst the daily grind of core tasks, it's vital to keep in mind the importance of cultivating those essential soft skills.

3.     Make the invisible, unmissable:  Seek out opportunities that others might overlook. Invest your time and energy into turning challenges into triumphs, and then shout it from the rooftops!

We’re all here to grow both personally and professionally, yet you need to craft your own success. In my experience, find a champion and absorb everything you can from them.

4.     Find your balance: Trust in yourself, be authentic, and stay true to your principles. Balance is the key to long-lasting success. As someone who is nearly 15 years sober you never feel the need to be someone you’re not.

What client helped form your media philosophy 

Media agencies excel at crafting brilliant plans and strategies that drive commercial growth for their clients. Along the way, our aspiration is for our work to be recognized as best-in-class by our peers.

In my experience, as planners, we play a crucial role in not only delivering exceptional work but also ensuring that clients appreciate the value of mastering the fundamentals. While the basics may not always seem glamorous, they instill confidence in clients to make bold decisions and explore innovative ideas, knowing that the foundational aspects are solid.

My work with Transport for London underscored the significance of this principle.

Furthermore, collaborating with various government organisation taught me another invaluable lesson: integration. Success in media relies on seamless coordination across various agencies—media, creative, PR, and more. Mutual respect and collaboration strengthen the work we produce, and ultimately, our agency's success is intertwined with our clients' achievements. Let's continue to learn and grow together! 💪🚀 #MediaExcellence #CollaborationMatters

What platform or channel excites you the most? 

Whilst the Q1 IPA Bellweather reported a 12.4% dip with investment into OOH, clients within Publicis continue to buck this trend. Lots of this can be attributed to the advancements made in Out-of-home (OOH) which continues to go from strength to strength both in its breadth of capability and the quality of the format.

We've observed Starcom brands such as Paco Rabanne and Samsung creating engaging ad experiences using the latest screen technology. These experiences range from powering live music events to employing anamorphic deep screen techniques. They consistently deliver memorable moments, connecting with audiences emotionally and creating valuable social currency —a rare commodity in this day and age.

Our clients have continued to recognize the value in the entire out-of-home (OOH) market, which has grown significantly in recent years, thanks to data utilisation. Brands are increasingly exploring dynamic triggers to ensure their messages remain relevant in different environments. They also leverage the latest programmatic delivery methods to make the most of their investments, targeting key periods for message resonance and influencing actions or purchases.

What’s the most creative use of media you can think of? 

It's a tough choice to pick just one, but in recent years, Samsung has consistently showcased ingenious ways to breathe life into their product capabilities through captivating media campaigns.

From foldable billboards to mesmerizing drone displays, Samsung's creative marketing of the Galaxy Foldable phones has left a lasting impression worldwide. Imagine bus stops in Belgium with Galaxy Z Flip4-shaped chairs that serve both as convenient seats and engaging displays for commuters. Meanwhile, in bustling cities like London, Rio de Janeiro, and São Paulo, Brazil, pedestrians are treated to larger-than-life Out-of-Home (OOH) billboards, all centered around the theme of "Life Seen from the Best Angle."

This powerful platform is a testament to the boundless possibilities within the realm of media. Samsung's innovation knows no bounds! 📱✨ #SamsungInnovation #MediaMagic

What is the biggest challenge facing media? 

The world has undergone a seismic shift, and agency models have transformed in response, while brands have evolved with the times. However, the driving force behind this dynamic landscape remains unwavering: the need for exceptional, highly skilled talent to turn these changes into successes.

In this era of media fragmentation, the role of a planner or strategist extends far beyond crafting a TV plan in isolation. It now demands a comprehensive understanding and proficiency spanning everything from GDPR compliance to e-commerce strategies, multi-touch attribution models, the evolving landscape of in-house capabilities, the impending cookieless future, and the rapidly evolving audiovisual (AV) landscape.

Nurturing and identifying the right talent is the linchpin of this evolving ecosystem. Against the backdrop of our current economic climate, this endeavor becomes more challenging, underscoring the importance of agencies' investment in cultivating their own pipeline of future leaders. 🚀💡 #MediaMastery #FutureLeadership #EvolvingTalent

Your agency, where’s their niche, how do you grow? 

Starcom is more than an agency; it's a testament to transformation. In the last five years, we've experienced a profound shift—culturally, in our capabilities, and in our commercial success.

Our strategy? It's elegantly simple yet incredibly potent: we've united our people around three core principles—being Smarter, Faster, and Braver. But it's not just about our clients; it extends to how we operate as an agency, permeating every team and discipline.

Smarter: We've armed ourselves with profound insights and cutting-edge tools, seamlessly merging media, creativity, and technology to consistently drive growth for our clients. But it's more than just technology; it's about agile operations and thinking, just like a software developer.

Faster: We've automated the mundane, embracing new ways of working that make us quicker, more agile, and incredibly responsive.

Braver: Our culture is a testament to our courage. We encourage every member of our team to lean in, lead up, and push their boundaries. Our Future Leaders program empowers mid-level, diverse talents to instigate real change across our agency.

Our people aren't just a part of our success; they are our NO.1 priority. Without them, our powerful strategy wouldn't have seen the light of day. Their dedication has fueled our new business triumphs, organic growth, and client retentions. Their passion has elevated our work, transforming our reputation and fortifying relationships with our media partners.

At Starcom, we believe in growing through our people, and they are at the heart of every decision we make. Join us on this inspiring journey to success! 🌟 #StarcomSuccess #PeopleFirst #InspireGrowth

Where are clients instinctively wanting to put new spend? 

In today's challenging economic climate, businesses are grappling with the impact of rising living costs and inflation. Clients are forced to make more calculated decisions, refining their priorities to navigate these choppy waters.

Newcomer brands, often operating with limited budgets compared to industry giants, approach investments cautiously. However, it's crucial to remember that creativity isn't confined by financial constraints. Some of the most impactful recent campaigns have emerged from modest beginnings.

In this ever-changing landscape, clients are strategically optimizing their investments. TikTok remains a hotbed of engagement, while Out-of-Home (OOH) and Cinema are staging impressive comebacks. Streaming services are on the rise, but the real game-changer lies in harnessing first-party data for smarter advertising decisions.

In essence, it's about making savvy choices in challenging times, empowering businesses to not just survive but thrive. 🚀💡 #SmartInvesting #CreativeSolutions #NavigatingChallenges

Make a big prediction about the sector.

Keep an eye on B2B—it's the next frontier for innovation in media and marketing. B2B categories are growing faster than ever, outpacing even the largest consumer brands. The future holds exciting possibilities!