Media strategy has become much more accountable now in terms of delivery, feels veteran media strategist Anjali Krishnan, who’s behind the most successful media campaigns run by confectionary and snack brand Mondelez India as its Head of Media.
“Media strategy now encompasses social media, ecommerce, content, consumer data, communication strategy and so much more. It’s not become tougher, it has evolved and grown for the better,” said Krishnan, a juror for the upcoming Rising Star Awards.
Talking about the impact of the pandemic on her area of work, she said, “The pandemic has forced consumers to adopt digital in a big way and so businesses are struggling to stay agile. The need of the hour is to have an adaptive media strategy.”
In a conversation with BestMediaInfo.com, she shares her expectations from the Rising Star Awards and why it will be the best platform for young guns to showcase their work.
How has the Covid-19 pandemic impacted the role of media planning strategy of marketers?
The role of media strategy has always been important for businesses as it is one of the most significant investment pillars of A&C (advertising and commercial) and a ROI driver for most CPG (consumer packaged goods) players. However, over the past few years, with the acceleration of digital, the consumer has more power to make choices than ever before. Consumer journeys from the discovery of brands to purchase are rapidly changing and it is becoming harder for marketers to keep pace with them. The pandemic has forced consumers to adopt digital in a big way and so businesses are struggling to stay agile. The need of the hour is to have an adaptive media strategy.
How do you see media strategy function today compared to the time when you started? Has it become tougher?
The media environment has changed and that has made media strategy more accountable to deliver business results over the years. Media strategy now encompasses social media, ecommerce, content, consumer data, communication strategy and so much more. It’s not become tougher; it has evolved and grown for the better.
With media strategy becoming more complex, what should be the key traits for young professionals to make a mark in this field?
The key trait is to stay curious and keep learning. You are as good as your last campaign.
How would the Rising Star Awards help young media strategists?
I think it’s a great platform to showcase your work as well as learn from others and spark new ideas for you to take back for your brands.
As a juror for the Rising Star Awards 2021, what do you expect from the entrants?
I expect to see how media has helped drive business, especially with brand purpose and the consumer at the heart of it all in these challenging times.