Mindshare Unplugged spotlights and interview rising stars across Mindshare North America – people who exemplify our core values of Provocation, Speed, and Teamwork. Say hello to Eli Sandoval, who works on the Planning team in Portland and is moving to our New York office later this summer.
1) What inspired you to go into the media industry?
I fell into the industry on accident – a happy accident. I’ve always been curious about how stories create relationships and power empathy; how people connect, why people do what they do, and the relationship between brands and consumers. However, I struggled to understand how that could translate into a career opportunity. I was anxious to try the agency life, so I applied to a random agency job straight out of university and it happened to be in the media department. I loved it and haven’t looked back since.
2) Let’s talk priorities – what’s one area that media should focus on over the next few years?
The intersection between brand and performance media. It is easy to defer to performance to show tangible value when the focus is on short-term growth. However, as we enter a more voice-powered world, the bolder brand-building efforts will be vital to both long-term growth and short-term gains. In order to achieve this balanced media utopia, our industry needs to quantify the value of brand building efforts in a more palpable way. That balance will be key to the next five years.
3) If you could give one piece of advice to your college-senior self, what would it be?
Progress isn’t linear and that’s okay. Fail fast and relax. Enjoy the ride.
4) Last one: if you got a blank plane ticket today, where would you go – and why?
Egypt! I’ve never been, and I’m dying to experience the history I’ve read about for so long. Can I cheat and do a bunch of long layovers around Europe while we are at it? You know, for good measure.
