Mindshare Unplugged spotlights and interview rising stars across Mindshare North America – people who exemplify our core values of Teamwork, Provocation, Speed, and Grit. Meet Becky Heller, Director at Mindshare Spotlight, and find out what makes her tick.
- What inspired you go to into the media industry?
If we’re being honest, I’ve always been a marketing nerd. I’m fascinated by people’s reactions to brands, campaigns, etc., which led me to study Communication & Consumer Psychology. A professor once brought in a guest speaker from GroupM ESP (the entertainment and sports partnership specialty that is now Mindshare Spotlight), and he discussed using strategic partnerships and media to shift brand perception. This blew my mind! I used to think about brand perception in terms of logos, colors, and fonts. I knew I needed to learn more. Growing up in New Orleans, I never thought I would move to New York (the big, bad city), but I applied for a summer internship with GroupM before my senior year of college. I’ve been hooked ever since!
2. What do you think is the most exciting thing happening in media right now?
The speed at which we operate has forced brands and marketers to become better listeners. Culture moves fast, innovation moves faster, but consumers voicing opinions moves the fastest. To stay relevant and in consumers’ good graces, brands must move away from talking at them as though they are all the same and towards conversing with their audience at an individualized level. The evolution of personalization technology is a driving force behind making this possible.
3. What advice would you offer to people who are just starting out in this industry?
Learn from everyone and every experience! At Mindshare, we are in a unique position to work with some of the smartest, grittiest, and most passionate people in the business. Take it all in! And when you find something that interests you a little more than the rest, run with it. Learn everything you can about that new passion and by keeping your team up to date on the latest news and innovation you’ll distinguish yourself as the subject matter expert.
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