Broadcasting & Cable’s Top Media Planners: Mindshare’s Lauren Tuchalski

Broadcasting & Cable has selected Mindshare NA’s Lauren Tuchalski, Director of Strategic Planning, as one of its Top Media Planners – a list that honors the best and brightest talent in the industry. Lauren is one of only six leaders to be chosen.

The full feature can be found on Broadcasting & Cable’s site here and here. Check out part of Lauren’s personal profile below, and see a few of her answers from the industry Q&A with the winners on television planning, addressable TV, and more.

Excerpt from Lauren’s profile:

Lauren Tuchalski: Director, Strategic Planning, Mindshare North America

Why advertising? Tuchalski said she took a class in media planning and buying her senior year in college. “It seemed like a puzzle,” she said. “If you’re trying to sell a product to somebody, where do you place media, what channels? I had no idea placing commercials was such a thoughtful, strategic process. That was really what intrigued me.”

First job: “I was so nervous about graduating without a job that I spent my entire last semester sending resumes and contacting agencies. I set up a bunch of interviews,” she said. “When I went to the interview at MediaEdge, I basically go the job on the spot and I was like ‘OK, this must be it.’”

Favorite gadget: I’m really into Pocket these days. I normally have about 500 windows open on my computer with things I want to reach. Pocket allows you to save articles and tweets with one button so you can read it later when you have more time.

Excerpt from the Q&A:

There is a debate over the effectiveness of TV compared to digital advertising. What tools are you using to determine where clients should be spending their money?

We conduct a lot of research, both within the walls at Mindshare itself and in partnership with our clients, that we then use to plan our strategies and drive investment. And as part of that, our agency is constantly monitoring and optimizing campaigns in real-time through The LOOP, our adaptive marketing engine, to see what’s performing well, and where investment should be shifted at any given time. Ultimately, understanding “cost of entry” versus “diminishing returns” levels is incredibly important for individual channels, as is understanding how different channels work together. We’re always looking to strike a fine balance and not overinvest in any individual medium.

What new skills are you trying to master in order to keep up with changes in the TV environment?

TV is a tried-and-true sales driver, but declining ratings and changes in consumer behavior have made us think about how we create new, different experiences within the medium. For example, today, you can’t talk about TV without considering second screening behavior, and what that means for connecting your TV buys to mobile and social in a way that’s actually meaningful, not just setting a hashtag in your ad and being done with it.

For example, for the Real Beauty Productions campaign that we worked on with Dove and Shonda Rhimes, creating an integrated social experience was a natural move, since Shonda’s shows garner a lot of chatter on Facebook and Twitter. Not only were we able to drive frequency of our message with those consumers who were watching the Grey’s Anatomy or Scandal finales and participating in the social conversation, we were able to get them to further engage with the brand to watch additional content online.