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August 2006 - Strategy Magazine
Media

Rising Young Media Stars

by Patti Summerfield
page 26

In his recent book Erase Everything and Start Over!, Pierre Delagrave, president of Cossette Media, and vice-chairman of the new global independent media services company Columbus Media International (see page 62), stated that the revolution we've experienced so far in the introduction of new media and technologies is only the first wave. Wireless Internet is second and will soon be part of daily life. To fully deal with this, he says both clients and agencies should have early adopters on staff. Media shops are already on it, staffing up with an exceptional calibre of innovative and strategic young people, so strategy asked media directors to identify some of their rising young stars, and here's their take on the mediaverse.

Lisa Correia, account manager, ZenithOptimedia Toronto

Claim to fame: In addition to CIBC and W Network, Correia works on specific divisions of Nestlé Canada, including confectionery, infant nutrition and the Nestlé CARNATION Breakfast Anytime brand. Recently she was part of the team tasked to make the KIT KAT brand synonymous with an uplifting break. The result was "The KIT KAT Break," a CanWest-produced animated 15-second unit featuring a branded clock built out of the bar itself, which bracketed top programming such as the Superbowl and Survivor running in concert with the brand-sell creative.

Background: ZenithOptimedia is the third agency for Correia since entering the media business nine years ago. "Ever since Who's The Boss was on TV I knew I was going into advertising. Media really appealed to me because of the strategic work. It's something I've always wanted to be involved in."

What should everyone be aware of?

"If you don't have a PVR, get one. It poses a threat to advertisers so we need to fully understand the technology when looking for solutions or strategies."

What campaign brilliantly connected?

"The Dove 'Campaign for Real Beauty' built on a strong consumer insight that the average female hates being compared to beauty stereotypes. That really struck a chord with consumers."

What would you love to build into a plan?

"Seeding is a great opportunity to get the product into the hands of 'evangelists' who will recommend it. One of the reasons a lot of advertisers probably haven't gone for it is they're unsure how this is going to impact sales. So measurement is definitely key."

Which brand, other than your own clients, would you most want to

work on?

"I would really love to work on a small client with a growing product because I think it would be very rewarding to be part of its success. COLD-fX comes to mind."

What would you do for COLD-fX?

"An online campaign with search engine marketing, because people with colds are always searching for ways to get rid of them. It's a great place to be, where people are searching for information. Also product seeding. Endorsements and recommendations are very influential."

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