Saddles, architecture and education
natalieEditor's Note: Earlier we announced the winners of our Yahoo! Young Media Stars, media planners who exemplify the art and science of media strategy. The winners will travel to Advertising Week as Yahoo! guests. Here we introduce Natalie Gengaro of OMD.
What few in Natalie Gengaro's professional life know about her is that this 29-year-old Yahoo! Young Media Star rode horses competitively for 12 years. As associate director for digital at OMD in Los Angeles, Gengaro today rides herd on all the variables that go into creating a successful campaign. For anyone who has pulled on the boots of a media planner, it's less like herding horses than herding cats.
So what does succeeding in today's digital media planning world require? "A comprehensive understanding of the landscape and the role this medium plays in meeting business objectives," says the New Jersey native and University of Rhode Island alumna. "To succeed in digital media requires a passion not only for the technology and industry, but for continued education."
We chatted recently with Gengaro, focusing on what's happening in her world and the world of digital media.
Yahoo! Advertising Blog: In our previous chat, you likened the role of the media planner with that of the architect. If you were to design a building, what would it look like?
Natalie Gengaro: I would design a modern building with touches of history. In order to succeed in this industry, one must be up-to-date with current styles, while also having fundamentals act as building blocks to showcase experience and skills.
YAB: Being a "team player" is always looked for in your role. How does that pan out in your own experience?
NG: This plays out in many aspects of life beyond just the working world, including relationships, friends and family. It's important to be considerate of others' thoughts, opinions and passions in life, and to compromise in order to move forward.
YAB: What are some of your favorite campaigns running right now?
NG: One of my favorites is Old Spice. The campaign is creative and fresh, blending humor with the products. Consumers are excited to watch the commercials and share the videos in the social space.
Another favorite is Apple's iPad 2 spots. The campaign is simple and shows the utility of the product to consumers, while also showing an emotional side to really make an impact to viewers.
YAB: If you could have one take-away from Advertising Week, what would that be?
NG: I'd like to understand how other advertisers and companies are measuring the success of social media campaigns (i.e., fans, earned media, video views) and why these metrics are important for them.
-- The Team
