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 Amanda De Fields, Director of Digital Strategy in Toronto, and find out what makes her tick.
About Amanda: Amanda currently works in Mindshare’s Toronto office on the Unilever team, as the Director of Digital Strategy, after six years working at Starcom Mediavest. Outside of work, Amanda is an avid Canadian football fan (CFL), a concert junkie, and loves to travel.
1) What inspired you to go into media?
I have always had a love for both the arts and science. Growing up I was always into visual arts and went into design as my post-secondary pursuit. I quickly figured out that I wanted to get into advertising and decided to change into a more focused advertising program. As I went through my program I discovered media and found it allowed me to tap into my passion for creativity and my love of strategic and analytical thinking.
2) What do you think is the most exciting thing happening in media right now?
Augmented Reality and Virtual Reality. I love that brands can now create experiences in both the physical and virtual world. How a consumer may interact in a virtual space, and more specifically with a brand in that space, opens the doors for more opportunities in our plans. I’m a lover of sci-fi so it I liken it to creating another dimension for brands.
3) How do you handle a tough situation at work?
A thought-out game plan (although these are sometimes hard to action with speed and agility!) and team involvement. I’m very lucky to have an amazing team and we always work together to get though situations as they arise. We outline the roles and responsibilities together, and figure out the best case scenarios to help resolve the problem – it’s important that we all feel we’re part of the resolution. And then post work, I always try to reflect and relax so I’m ready to tackle what may come up the next day.