Mindshare Unplugged: Renée Tan

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Mindshare Unplugged spotlights and interviews #TeamMindshare’s rising talent across North America. Everything we do is about Provocation with Purpose. We’re a team that is radically honest – we call this our Authenticity Quotient. We are curious and competitive – that’s our Passion Quotient We embrace teamwork and adaptability – that’s our Emotional Quotient. This week, we meet Renée Tan, a media planner in our Portland office. 

Summarize what you do in one sentence

I’m part of the central team that makes sure all global campaigns across Facebook Inc. run smoothly and are aligned from a strategic standpoint. 

Tell us why you love #TeamMindshare

The amazing global network of expertise that is available, and being part of a global client team means I get to work with a large number of them.

Provocation with purpose is ingrained in everything we do – how do live by this every day?

I always try to find ways to work more efficient by questioning why I’m doing what I’m doing. Getting to the root of the problem will usually change my approach.

Working on multi-market campaigns means the overall strategy needs to be tweaked to cater to local nuances. It’s up to us to guide this, be the expert and push back if this is not being done, in the interest of having a successful campaign.

What do you think is the most exciting thing happening in media right now?

The possibilities of AI. It’s so important to create an authentic connection with consumers. Localizing ads and personalization through the use of AI will increase relevancy and will only get better. Another exciting thing is the use of audio and sonic branding. With the rising popularity of podcasts and smart speakers becoming a household staple, the use of sound in advertising is becoming more important and we can play a key role in guiding our clients through this process.

What is the biggest challenge you think we are facing in the industry today?

Finding the right balance between personalization and privacy is key. While campaigns will need to be personalized, the need for privacy is still something to take into account. Another challenging aspect is the increasing amount of data that is available, which makes it very easy to focus purely on changing short term metrics, but brand building takes time and is equally important.

What have you done at Mindshare that couldn’t have done anywhere else?

I talk with so many people around the world, which is incredible! I’ve made genuine connections with people from Shanghai, London, Istanbul, Amsterdam… You really get to know people at Mindshare even if you’ve never met, and it’s my favorite part of being here!

What are you known for at work?

I would love to say it’s for my excellent work ethic and wonderful social skills, but I know it’s actually for my dog, since she hangs out in the office quite a bit.

What is number 1 on your bucket list?

EASY! Touring New Zealand in a van. 

Quick-fire questions

Talk or text? Text

Netflix or night out? Netflix

Pineapple on pizza? Yes please!

Movies or music? Music

Space exploration or deep sea exploration? Space exploration

Is hot dog a sandwich? No!

Cilantro – yes or no? Never, it tastes like soap

Never stop talking or never speak again? Never speak again