What's the most important part of your job?
A combination of understanding of our clients' businesses and where advertising fits in, coupled with my understanding of our media partners' businesses so that I can best guide our clients into lucrative Media investments/partnerships.
What does it mean to be part of an agency that puts “People First”?
Because I have been here for close to 25 years, I have truly "lived" the meaning of People First. It is a practice of trust, encouragement of personal and professional evolution, loyalty and relationships. RPA insists that we work on behalf of each client for the sole purpose of our clients' business advancement, not that of RPA's advancement. When done through the lens of People First, all partners succeed.
What’s the biggest change you see coming up ahead for advertising and marketing?
I see a shift from relationship-based media buying transactions to machine-based. I am a big advocate of humans monitoring machine output to ensure transparency and quality control.
An agency CEO travels back in time from the Year 2050 and walks into the lobby. What’s your first question for her?
Are you really here or are you a VR version of you?
What have you learned from the team you lead / others on your team?
Everyone has their own style of working.
What qualities do you look for in an RPA Associate, beyond the usual?
Eagerness to learn. While that may sound cliche, I can attest to the fact that it is the most valued characteristic in media right now. Those who are asking the hard questions about "tomorrow" are advancing RPA and helping us stay ahead of the fast-moving Media world.
Talk about a client who’s had an important impact on you.
Honda has been a client I have had the pleasure to work with for the majority of my career. From them, I've learned that we can never rest on what's seemingly working at the time–professionally and personally. The ability to be currently successful while planning for future success is an art mixed with science that must always be top of mind. While those "what's next?" conversations are time-consuming and challenging, they are invaluable.
What’s on the horizon for you? What do you most look forward to accomplishing?
Keeping my team professionally relevant for our clients is my number one goal.