Constant challenge to stay ahead of trends keeps the adrenaline flowing: Vaishnavi Kamath of Lodestar UM

Having thrived in the dynamic realm of a media agency and collaboratively engaging with a spectrum of brands, Vaishnavi Vivek Kamath, finalist at the BestMediaInfo Rising Star Awards 2023 from Lodestar UM, finds an exhilarating satisfaction in guiding brands to navigate the intricacies of effective investments.

The indescribable thrill for her lies in deciphering what resonates and what doesn't, empowering brands to make judicious choices.

She said, “Working on the agency side has provided me with diverse opportunities to explore, understand and continually build myself. Why settle for working with just one brand when I can engage with several, allowing me to evolve in dynamic and varied ways?”

Kamath, Manager - Data Science, Lodestar UM, highlighted that she entered the world of advertising inadvertently, having been recruited by Lodestar UM through campus placements following the completion of her master's in Statistics.

“I did not actively look for a career in the ad world, destiny led me to this exciting industry. As I immersed myself in the role, the synergy between my rigorous statistical education and the opportunity to work with beloved brands became abundantly clear,” Kamath said.

“The fusion of my academic background in statistics and the joy of contributing to iconic brands solidified my conviction that media strategy was the perfect fit for me. It's a blend of analytical rigour and creative expression that continually fuels my passion for this field,” she added.

Furthermore, Kamath said that coming from a theoretical statistics background, her exposure to its practical applications was limited during her university days. In an alternate scenario, she might have followed the conventional path into a rigorous coding or modelling job profile.

“Reflecting on my journey, if I could impart advice to my younger self, it would be to embrace a broad perspective and absorb as much as possible from my surroundings. I am inherently drawn to change, considering it a constant in my professional growth. Working on the agency side has provided me with diverse opportunities to explore, understand and continually build myself. ” she added.

Kamath’s early days in the advertising landscape were a whirlwind – a maze of uncertainty and the clash between theoretical concepts and real-world applications. It took time to reconcile the disparities, but with unwavering support and guidance from seasoned colleagues, she found her bearings.

“One of my greatest strengths emerged during this period – adaptability. A quick learner by nature, I thrive in dynamic environments. The hunger for knowledge and a relentless pursuit of learning are my driving forces. Unravelling insights and crafting strategies to fortify strengths and address weaknesses is my passion. There's an indescribable thrill in helping brands discern what works and what doesn't, enabling them to invest wisely,” Kamath said.

“The satisfaction derived from deploying these strategies and witnessing tangible, positive results is unparalleled. It's this dynamic interplay between theory and practice, the constant pursuit of improvement, and the tangible impact on brands that fuel my professional journey, keeping me both engaged and energised,” she added.

On her days off, Kamath finds joy in exploring new places and indulging in local cuisines. Travelling has been a source of inspiration and rejuvenation for her. Hosting people is a personal delight, likely influenced by her hometown, Alibag.

“Away from work, I value time with my close circle of friends-turned-family and, of course, my original family. I am fortunate to be a part of an organisation that is a dream workplace for many. The environment is not just professionally fulfilling, but the support I receive from the organisation and my seniors goes beyond the workplace. They have been there for me through the highs and lows, celebrating my successes and offering solace during challenging times, making my professional journey all the more rewarding,” she added.

While explaining the most exhilarating aspect of the ad world, she said, “It is the dynamic and ever-evolving nature of the industry. The constant challenge to stay ahead of trends, the creativity involved in crafting impactful campaigns, and the ability to make a lasting impact on consumer perceptions are all elements that keep the adrenaline flowing.”

“The fast-paced environment and the opportunity to work with diverse brands and audiences contribute to the excitement, making every day a new and thrilling adventure in the world of advertising,” Kamath added.

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