A couple of weeks back, I connected with Beth on Linkedin. I instantly felt great energy from her end, and knew that this interview would be helpful for so many readers. She is a learner at heart, and I believe that this truly is a trait that every person should have. Keep reading to learn not just about her professional experiences and advice, but also her passion for filmmaking.
Let’s jump right in! Can you tell me about your current role & responsibilities and the type of projects you work on?
I started a new position as a senior video investment buyer at Mindshare in February working on the Ferrero account. I am in charge of branding, pacing and reporting for our linear (TV), FEP (full episode player {ex. Hulu}) and Google Preferred campaigns. All of these tasks are important to ensure the client’s goals are met. Recently, I became the liaison between the video investment and business analytic teams, making sure all reporting is meeting expectations. I also am taking on more of a leadership role mentoring the junior associates on our team.
You studied Media Production in college - so what motivated you to move into the advertising world?
I have always been interested in the psychology and sociology behind advertising and how it influences society. It is very fascinating and somewhat frightening that the media can have such a profound impact on everyday decisions. After a few years of freelancing, I decided to make a career change because I wanted to learn more and gain new experiences. I have a few family members who helped me make this decision because they have been working in the industry for a while and this choice was not an easy one to make.
Since you have worked at a smaller agency like Chief Media and now are at a global firm like Mindshare, what are the differences you see in the work culture?
There are definitely pros and cons to working at a boutique agency like Chief Media and a global agency such as Mindshare. At a smaller agency you tend to take on more than one role and work on across multiple accounts. For example, my role at Chief was a media buyer and planner where I created plans for new business clients as well as bought linear media on local and national platforms. You also feel more like a family since there are less people working in your office and you are able to get to know them better.
At a larger agency, you usually work on one account or two and interact with a much larger crowd. Global companies like to take more modern approaches such as an open seating concept and group huddles. They also tend to bring in more business faster and opportunity for growth is more likely. At Mindshare, the video investment team has also developed from just linear TV. With the changing landscape, media is consumed on other platforms such as full episode players, online, smart TVs, and mobile devices.
I am able to learn new systems and how multiple types of media are bought. Getting to experience both has helped me decide what pros and cons are more important.
This industry is constantly changing and you should always want to grow and learn as much as you can.
You’ve worked with clients from multiple industries (Pharma, retail, packaged goods). Do you have to take a different approach for each of them or is there one type of approach/strategy that fits all?
Although some advertising categories follow a similar structure in terms of where they want to advertise and if they have any restrictions, there is not a one-fit-all type of approach. With clients that buy in the general market, they have upfront deals every year where budgets and goals are discussed and negotiated between the agency and networks for the broadcast year. Retail campaigns tend to have an awareness goal where reaching a certain amount of people is the biggest goal within their budget. Hybrid accounts have both, general and direct response buys running. In direct response, these advertisers have specific goals that need to be met with more affordable rates as their budgets are much smaller. Every client has different goals and needs that as an agency, we need to adhere to and make sure they are met.
Before Mindshare, you’ve worked at two Direct Response agencies - for college students considering a career in marketing/people looking to explore a new space within the industry, how would you explain direct response marketing and how a direct response agency works?
Direct response gets the remnant inventory after general deals are made. This allows more affordable rates because these clients are not spending as much and their campaigns tend to run for a smaller period. These advertisers have a call to action goal, where they have the consumer purchase the product through texting, going online or a call center after the information is included in their commercial. Agencies then compile data and provide feedback on a weekly basis. Their buys are constantly changing - if a network did not achieve its goal or rates need to be renegotiated to boost performance.
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According to you, what is an essential skill or attribute that every marketer should have?
In order to succeed in the advertising world, you need to have strong time management, communication and leadership skills. The media landscape is growing at a constant rate. Always be willing to learn something new whether it be on the larger scale such as a new system or on a smaller level of finding out excel shortcuts. Find a group of people that can play different roles in helping you progress: friend, mentor, someone who does not have trouble telling you if you made a mistake, etc. These co-workers will be instrumental in helping you get your work done and keeping you sane. You are working 9-10 hours a day with the same people for most of the week and need to make sure you like what you are doing.
The biggest piece of advice I can give is to not be afraid to ask questions. Most of the time you are not the only one who is unsure.
Since you still produce films as a freelancer, what is your source of inspiration and where can the readers find your work? What do you think will be in the “new normal” when it comes to filming?
The productions I have worked on as a freelancer producer outside of paid gigs have been with my friends from college who are a very creative bunch. We have been working on projects together for the past 7 years. I enjoy these side projects because I love filmmaking, working with my friends and keeping my knowledge fresh. Like the advertising world, film/TV changes all the time. Right now, the new normal of filming is using smartphones or webcams and shooting content. Most people have these devices available and the quality is adequate in comparison to DSLRs (cameras used for filmmaking). Being able to upload on free platforms like YouTube and FaceTime is a great way to get your project out to a larger audience. TikTok is a very popular app that everyone can use to make short and fun videos. Their popularity has increased significantly during quarantine. Film festivals are great for micro-budget films to get some traction as well as a good place to network with others in the business.
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