The role of media strategy has become much more important than ever as it helps deliver the right brand messages in a more targeted and receptive manner than earlier, feels Maithreyi Jagannathan, Vice-President, Brand at Procter & Gamble.
Jagannathan, who is on the jury of the upcoming Rising Star Awards, says young media planners now need to be more innovative, proactive and be constantly in touch with what is happening around them.
Talking about her expectations from the upcoming Rising Star Awards, she said, "I expect to see breakthrough and out-of-the-box thinking from all the entrants."
Why is media strategy today more important for any business than ever as most of them are struggling in a volatile and uncertain world?
Media consumption has drastically changed over the years from being more mass media-focused to be more personalised and targeted today especially with the increase in smartphone usage. The number of media platforms and avenues has proliferated over the years and people have access to media on their hands. Hence in today’s context, media strategy becomes extremely important if we really want to target the right target audience with the right message.
How do you see media strategy function today in comparison to the time when you started? Has it become tougher?
When I started out, mass media such as TV, radio and print were the primary mediums for media consumption and it was comparatively easier to reach out our target audience. However, today, with the explosion of smartphone and internet penetration, people have a lot more avenues to consume media. Media delivery is also more customised, especially with OTT platforms and social media. The role of media strategy is extremely important today as it helps us deliver the right brand messages in a more targeted and receptive manner than earlier. This also means that as brands, we need to constantly reinvent the way we communicate to our consumers both in terms of the formats of our advertising as well the content.
With media strategy becoming more complex, what should be the key traits for young professionals to make a mark in this field?
Professionals today need to be innovative, proactive and be constantly in touch with what is happening around them so they can come up with dynamic solutions and strategies.
How would the Rising Star Awards help the young media strategists?
BestMediaInfo.com has always focused on encouraging young rising stars since its inception. Hence these awards will be a huge recognition for these young achievers and provide a strong platform to bring out the best in them.
As a juror for the Rising Star Awards 2021, what do you expect from the entrants?
I expect to see breakthrough and out-of-the-box thinking from all the entrants.