Broadcasting & Cable has put together a list of the top planners and strategists working in TV advertising – including Mindshare’s own Janet Levine. Check out Janet’s profile below.
Title: Group planning director, Mindshare
Originally from: Howell, N.J.
College: Syracuse University
Getting into the business: Levine took an advertising class at Syracuse. “I just fell in love with it. So really from my junior year on, I just knew media was what I should be doing,” she says. Her professor encouraged students to reach out to agencies, and she did a lot of networking and got a number of interviews. Her first job was as an assistant media planner at Deutsch, working on the Tylenol account.
Recent interesting campaign: The agency put several Unilever personal care products in MTV’s 2014 Video Music Awards, the first multiproduct effort aimed at women by the marketer. The brands included Degree Woman deodorant, Caress body wash, and Tresemme hair care. “The goal was to have an umbrella campaign while making sure each brand stood out at the VMAs,” Levine says. “We used data to inform a lot of the decisions we made the executions that we did. From the beginning we used research to find out what millennials wanted out of an awards show, and it came back that they said, ‘We want less commercials and more red carpet,’ which makes perfect sense.” The agency ended up doing three live commercials, one for each brand. For Degree, the spot was about dance and performance. There were also three “war rooms” to react to what was happening in social conversations. “We were able to utilize really great insights in order to deliver innovative and breakthrough work for each of the brands,” she says.
Favorite TV show: “I’m a Bravo junkie. I watch Real Housewives, I watch Top Chef, I watch Vanderpump Rules.”
See the rest of the winners and their profiles here: http://mndsh.re/1JLjL1Y