VP of Media BR at Ogilvy says they do not see the sector as something secondary
Executive Vanessa Gianotti has a lot of experience in marketing for advertisers such as Natura, where she started 20 years ago as advertising manager. Then it went through Kimberly-Clark and Motorola.
He is currently vice-president of media at Ogilvy Brasil and no longer sees the sector as secondary. Insights, a lot of information and knowledge are vectors for the transformation of the area, the tail of the digital environment.
Now, media is part of the strategic environment with the role of connecting brands to people. Graduated in social communication with postgraduate/MBA in marketing and specialization in PR.
related
I started in the area at Natura, when I took over as advertising manager, at the time, a very institutional role. A few months later, due to restructuring, the company exponentially increased its investments in media and managing the investment ended up becoming the chair’s main role and challenge. At the time, I loved thinking about how the media would bring creative pieces to life, that it would be through the choice of channels that communication would be strengthened and reach the consumer.
Inspired
For me, it is essential to work with people that I admire, inspire and enhance me. Ogilvy is traditionally known for being a barn of talents and being alongside them is, without a doubt, one of the reasons for being here. Contact with vehicles also fuels me a lot. I make a point of being close to everyone and getting to know the news, opportunities and innovation. Furthermore, I think it is essential to feed on information outside the advertising universe.
Works
Marias at Kimberly-Clark began as a web series aimed at increasing brand loyalty among younger generations. It was such a success that we had four seasons, all with its content developed through social listening. We were the first brand invited to make the content available on a streaming platform, in addition to winning several effectiveness awards. The role of the media both in recommending the channel, of a traditional brand used to allocating all investment offline, coupled with a powerful and consistent UGC strategy was the success factor. Finally, structuring and leading the Coca-Cola/OpenX operation in Brazil and the Southern Cone is also a job worth noting. Mainly because of the format based on the trip data-creativity-average, with the average as the leader of the entire process and way of working.
Transformation
I have the feeling that I will never know everything. When, finally, we are mastering a platform, a way of structuring thought, everything is transformed.
Consistent
The creativity. That’s why I really believe in the Brazilian model, where media and creation work together. There is still nothing more effective than a good creative idea coupled with an informed channel strategy.
Intelligence
I still see little use of AI in media planning. I myself have used it in some punctual questions to broaden the thinking and help me and the teams to be able to think about other ways of acting and have a different or complementary vision of ours.
