Canadian Ad Insider

Leah – A memorable moment in my career was when I transitioned from agency work to the client side.This shift provided me with a new perspective on media buying, allowing me to understand theclient’s needs and objectives more deeply. It taught me the importance of aligning mediastrategies with broader business goals, which has significantly shaped my approach tocampaigns.

What are the most pressing challenges facing media buyers today?

Leah – One of the most pressing challenges facing media buyers today is the overwhelming number of choices and nuances in the marketplace. With so many platforms and formats available, it can bedifficult to determine the best approach for each campaign. Additionally, staying updated on thelatest trends and consumer preferences requires constant vigilance and adaptability.

How do you balance the need for data-driven insights with the importance of creative storytelling in media planning?

Leah – I believe that data-driven insights and creative storytelling are intrinsically linked. Data provides the foundation for understanding audience behaviour and preferences, while creative storytelling brings that data to life. By integrating both elements, I ensure that my campaigns are not only effective but also resonate with the audience on an emotional level.

How do you measure the success of a media campaign?

Leah – I measure the success of a media campaign by evaluating its performance against theestablished marketing objectives. If the campaign meets or exceeds these goals, I consider itsuccessful, but I also look for insights that can inform future campaigns.

What advice would you give to someone starting in the media buying industry?

Leah – The best advice I received when starting in the media buying industry was to not worry if others have more experience. The industry changes rapidly, and there are always new developments to learn about. Embrace a mindset of continuous learning, and don’t hesitate to share your fresh perspectives—your colleagues may seek your insights on the latest trends or platforms.

Where do you see the media buying industry heading in the next 5-10 years?

Leah – I see the media buying industry increasingly influenced by artificial intelligence and automation.These technologies will streamline processes like buying and optimization, allowing media buyersto focus more on strategic analysis and creative planning. I’m particularly excited about thepotential for AI to enhance targeting accuracy and deliver personalized experiences toconsumers.

How do you maintain a sense of innovation and creativity in your work?

Leah – I view change and disruption as opportunities for creativity and innovation. By staying curious and open to experimentation, I can explore new ideas and approaches. I also make it a point tocollaborate with diverse teams, as different perspectives often lead to unique solutions andcreative breakthroughs.

What is the most unique job you’ve had?

Leah – Before entering the media buying field, I worked as a traditional marketer in a digital marketing agency. This experience was unique because it allowed me to understand the foundational principles of marketing while witnessing the rapid growth of digital strategies. It ultimately guided my transition into digital marketing and media buying, enriching my perspective on consumer engagement.

If you could have a ‘superpower,’ what would you want?

Leah – If I could have a superpower, I would choose the ability to resolve conflicts in a way that leaves all parties satisfied. In media buying, collaboration is key, and having the power to fosterunderstanding and agreement among