Editor's Note: Media planners play a vital role in digital advertising … so who are they, and what do they think about? That’s what our "Meet a Media Planner" series aims to find out through chats with media planners at agencies across the country. Recently, we caught up with Angie Polanco, a digital manager for Mindshare in New York City. With a background in market research at Forrester, Angie brings a unique perspective to her current role. At Mindshare, she handles demand-generation media planning for SAP enterprise software and is delighted to put research findings into practice to help grow her client’s business.
Yahoo! Ad Blog: You were in market research before diving into media planning. Has that background helped you in your current field?
Angie Polanco: When I was on the market research side, I had a lot of interaction with high-level executives, and my position was very client-facing. At an early age, I had access to vice presidents and directors, so I learned quickly how to approach them in a polished way, while acquiring marketing knowledge in a fast-paced environment. Then, going headfirst into media planning, I was able to transfer those skills into working with my client. It’s helped me manage a variety of different personalities and relationships, think quickly on my feet, and use my qualitative and quantitative research skills to educate my client about new methods of marketing.Read More »from Meet a Media Planner: Angie Polanco of Mindshare