About Crista: Crista is a Digital Planning Manager on the Lionsgate Theatrical account. She's 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 class or spending time with family and friends.
1) What inspired you to go into the media business?
From 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 "Mad Men" at its peak) but I also took courses in media planning where I was fascinated by how creative yet analytical the field is, and how advertising really begins and ends with media.
2) Give us one big prediction for the media industry.
Beacons will most definitely be "a thing" in the very near future. With consumers increasingly valuing immediacy and convenience, beacons will continue to fuel that fire. Companies like Google, Amazon and Apple are all heavily investing in beacon technology and it's exciting to think what small day-to-day habits and rituals will be made even easier by location-based data. It's even more exciting to recognize where beacon technology is already making its way into our everyday life, from