Mindshare Unplugged: Meet Katie German

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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 Katie German, Associate Director of Business Development in New York and find out what makes her tick.


About Katie: A three-year veteran of the New Business team, Katie German has seen the good, the bad, and the ugly of all things New Business! She loves the fast-paced nature of New Business and the excitement of constantly working on something NEW. When she’s not at work, she can be found teaching kickboxing classes or taking yoga at her local gym. She also loves to tackle new hobbies—most recently, she has become a mom to three baby chicks that will live in her backyard and produce homegrown eggs!

1) What inspired you to go into the media industry?

I never expected to be working in media, it kind of just happened! I had originally wanted to work in marketing as an event planner. In between jobs, my mom suggested that I reach out to a friend of hers about an open position at Mindshare—that’s when the magic happened! I fell into this role, ran with it, and loved it! I love the fast paced work and collaboration that being on New Business brings – it’s actually very similar to event planning. And as far as media goes, I can’t imagine a better place to be. Adaptive Marketing is a key differentiator for Mindshare—it allows creativity through media and encourages it. It’s part of what makes Mindshare special.

2) What are your do’s and don’ts for leading a multi-team collaboration?

Working on New Business gives you exposure to every department within Mindshare. It creates incredible opportunities, allowing you to learn about so many different things and meet tons of teams across different offices.

That said, sometimes leading a project with so many different teams can definitely be a challenge. When it comes to leading these kinds of projects, one thing that I always try my best to do is set people up for success—whatever I can do to make other peoples’ jobs easier! When we’re working on pitches, there are always a million things happening at once, so it’s very important to be leading people with a smile and offering help whenever possible. And a definite don’t for me is leaving a meeting without a mission. Often times in this industry, people can find themselves sitting in meetings and leave without an intent—this is never the case for New Business. You should always leave a meeting with a clearly defined next step!

3) What advice would you offer to people who are just starting out in this industry?

Think BIG! Today, media has no boundaries and is constantly changing and evolving. Every day at a media agency is filling with something new—whether it be a new data source, a new app, a new social media channel, a new network on television… things are ALWAYS changing. Don’t be afraid to have a BIG idea, these ideas are what makes media so exciting. Media is meant to be fun and innovative, so always bring creativity and imagination with you.