Mindshare Unplugged: Meet Crista Beach

About Crista Crista is a Digital Planning Manager on the Lionsgate Theatrical account She39s been at Mindshare LA for almost three years now and actually began her career at Mindshare as an intern fresh out of college In her free time you can catch her soaking up the California sun at the beach tapping it back at a SoulCycle classamp160or spending time with family and friends1 What inspired you to go into the media businessFrom a very young age I was always fascinated by how I learned and felt about a brand Did I like them or hate them Did they make me happy or sad Unbeknownst to me at the time those brands were actually creating relationships with their consumers Once I got to college I took my first Mass Media Communications class as an elective and everything fell into place I was hooked I was initially drawn to copywriting and graphic design clearly influenced by quotMad Menquot at its peakamp160but I also took courses in media planning where I was fascinated by how creativeamp160yet analytical the field is and how advertising really begins and ends with media2 Give us one big prediction for the media industryBeacons will most definitely be quota thingquot in the very near future With consumers increasingly valuing immediacy and convenience beacons will continue to fuel that fire Companies like Google Amazonamp160and Apple are all heavily investing in beacon technologyamp160and it39s exciting to think what small daytoday habits and rituals will be made even easier by locationbased data It39s even more exciting to recognize where beacon technology is already making its way into our everyday life from transit alertsamp160to pointofsale transactions without the swipe PayPal and Apply Pay have already rolled out taptransaction technologies to your very own smart home throwback to the Disney Channel Original coming to life3 For brands that are looking to launch provocative campaigns what advice would you give themFirst and foremost do your research to help support the sellthrough A provocative campaign should be relevant and authentic to not only your brand identity but your target audience so consider how the program will speak to consumers and what it will portray about your brand Once an idea is established and fully developed make sure you consider data points such as media consumption habits purchase behaviorsamp160and key consumer insights in addition to topline details such as measurable units total costamp160and estimated efficiency in order to really evaluate and eventually provide support for the sellthrough of a provocative activation At the end of the day all your research and data should provide undeniable support for what you39re pitchingamp160amp160amp160Second performance evaluation is key Whether it39s a new product for a client or a firsttomarket execution each idea or opportunity should always address campaign KPIs and have a set framework for determining success In the case of firsttomarket executions where there are no benchmarks identify proxies that you can use to determine success Choose your KPIs wisely only include the most important andor relevant goals for the execution to help guide an accurate performance evaluationamp160Third prepare to be quick and flexible With provocation comes speed and speed requires agility Any time you pitch and execute an outofthebox idea there39s bound to be speed bumps Keep your composureamp160breathe and enjoy the ride4 As someone in the first five years of your career what advice would you give to industry leadersThe best leaders that I39ve had the pleasure of working with have had an innate ability to stay optimistic and calm in even the most stressful and overwhelming situations It39s amazing how contagious that positivity can be and how quickly it can ripple through an entire team amp160Working in such a fastpaced industry can easily produce tricky situations but having a positive outlook and clarity of thought can help drive teams toward solutions and get people to work together efficiently amp160And outside of challenging times positive energy helps foster motivation productivityamp160and often times some fun tooThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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