Every month, Mindshare Unplugged spotlights and interview rising stars across Mindshare North America - people who exemplify our core values of Grit, Provocation, Speed, and Collaboration. Say hello to Lance Whitehead, an Associate Director of Digital Investment in Chicago, and find out what makes him tick.
About Lance: Lance is a digital leader in the Chicago office, spearheading digital investment across the Kimberly-Clark account. He joined Mindshare almost three years ago from OMD. Work aside, he loves live music, flea markets, and craft beer.
1) What consumer trend do you think marketers need to be paying attention to?
The different ways people are using mobile technology continue to rapidly accelerate and evolve. Whether it's mobile payments via Apple Pay, saving on their heating bills via Nest, or avoiding a traffic jam via Waze, the utility of mobile devices has had a massive impact on consumers' day-to-day living. As marketers, if we want to stay relevant then we need to think about how we can leverage these new behaviors and add our own value to people's lives. Doing so gets consumers to engage with our brands, which helps drive business results.
Oh, and robots. Robots are coming...
2) What inspired you to go into the advertising/media industry?
The creativity of it all! The thought of having a job where I could be creative and solve vastly different problems across multiple brands (in various industries) was very appealing. I would look at my parents, who have worked at the same place almost their entire careers and realize that that just wasn't right for me. Working in this industry you have to wear a lot of different hats, and each day has the potential to bring a new challenge that you never expected. We then get to come up with new, adaptive solutions for that challenge. It can definitely be stressful at times, but it's also incredibly exciting - it's why I enjoy working in media so much.
3) Give us one big prediction for the advertising/media industry.
Consumers will continue to exert more and more control over how and what they're advertised. We're already seeing this happen with an increase in ad blockers. But, I think we're in the very early days. As people gain more control over if and when they see an ad, we as advertisers need to think more about message personalization. Through vast amounts of data, we know more about consumers and their behaviors than we ever have before. In order to effectively reach an audience of individuals, we need to find ways to be relevant to each individual - value and relevance is how you break through.