The 10 Most Influential Media Leaders of 2022

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EDITOR’S LETTER

Media Majesties!

There is only one thing in the world worse than being talked about, and that is not being talked about.”ThisthoughtbythegreatauthorOscarWilderingstruewhenitcomesto leadershipintheadvertisingandmediaindustry.Asbrandawarenesshasbecome instrumentalwhilegrowingbusinesses,agreatmediastrategythatshowcasespluspointsofthe brandandtalksabouttheadvantageoussideofrespectivebusinesseshasstartedgaining importance.Suchmasterplansthatbuildthebrandandanetworkofcustomers,companies, services,andfeedbackcanrarelybecarriedoutwithoutappropriateleadership.

Alongwiththetraditionalmethodsofmediausage,companiestodayhaveadoptednewmethods thatuseArtificialIntelligence,virtualreality,dataanalytics,andmuchmore.Digitalmarketing, astheynamedit,isevolvingwithnewtoolsemerginginthemediasector.Cateringtothesenew requirementsandtrendsinthemarket,leadershavealsoembracedthechangeswiththehelpof vastknowledgeandconsiderableexperienceintheirrespectivefields.

Medialeadershipisinaclassbyitselfasvariousleadersdirectingorganizationshavetheskillsto reshapetheirworldwithspontaneityandbravery Withanewdaycoming,emergenew technologiesandadvancedtoolsthatmightcreateambiguoussituationsforleaders.However, brilliantpersonalitieswiththeirproficientexpertise,visionaryapproach,andinnovativewayscan wintheheartsofmany.Insearchofbusinesstycoonswhohaveimpactedthemediasector,our latestissueshedssomelightondistinguishedmedialeaders.Theyhavesignificantlychangedthe mediaindustryaswellasbecomecrucialsuccesselementsintheirfields.

Onthecoverpage,wehavefeaturedAntsLusti Withmorethan20yearsofexperienceinthe marketingandservicesfield,Antsleadswithavisionaryapproachtotheindustry.Moreover,he spearheadsastheCEOofIdentityandputshisprofuseexpertiseonthetabletopilotthe companytogreatheights.Elsewhereinthemagazine,wehavefeaturedCarsonBarker,Tetsuya Tani,MichelleGilliam,andWarrenPickett.Theseleadershavealsoproficientlyhelpedtheir businessestobeatthetopoftheindustry.Themagazinealsohasinterestingarticlessuchas CassetteCultureandInternetAdRevolution.

Have an interesting read!

MANAGING

EDITOR-IN-CHIEF PRAJAKTA

PROJECT

CREATIVE

POONAM

GRAPHIC

KIRAN

AAKASH

RESEARCH

JAMES

ADVERTISING

MARIA

F O L L O W U S mirrorreviewofficial MirrorReview1 mirror-review mirrorreview
Tech C-206, Wisteriaa Fortune, Laxmi Chowk Rd, opp. Silver Spoon Hotel, Bhumkar Nagar, Wakad, Pimpri-Chinchwad, Maharashtra 411057 Mirror Review Magazine is published by Pericles Ventures Pvt Ltd. No part of Mirror Review magazine may be reproduced, published or used in any manner without prior written consent from the publisher. The team of Mirror Review Magazine has made every effort to ensure the accuracy of the content. The publisher assumes no responsibility of any part of the content of any advertisement in this publication, including any errors and omissions therein. +1 (850) 564-8517 info@mirrorreview.com www.mirrorreview.com mirrorreview ARCHANA GHULE
SURYAWANSHI
Mirror Review Media &
PUBLISHER VIKRAM
ZURALE
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MARKOSH
UJJAINKAR PROJECT MANAGERS
DAVIS
MICHAEL
YOGESH
MARK
VISUALIZER
MAHAJAN HEAD OF DISTRIBUTION & PRODUCTION
SMITH HEAD OF OPERATIONS
ROBERT
ADAMS
ANALYSTS
SMITH
MAHAJAN
HEAD
EDITOR
MUNDE
TRUPTI
KAMBLE
DESIGNER

C Ants Lusti

12
C O V E R S T O R Y
Carson Baker Michelle Gilliam Tetsuya Tani Warren Pickett 22 40 44 32
ONTENTS

Cassette Culture 26 ARTICLES

The Internet Ad Revolution 36

ANTS LUSTI ANTS LUSTI

CONCEPTUALIZING INNOVATION AND LEADERSHIP ATTRIBUTES IN MEDIA

DDrivenbytechnology,thefuture ofmediaisforecastedto inculcateseveraldigital trends,includingcutting-edge strategieslikeartificialintelligenceand virtualreality.Theserapidinculcations ofdigitaltrendshavesurgedthe requirementfordynamicleaderswho possessavastunderstandingandindepthknowledgeofthetechnicalas wellaspersonnelaspectsofthetrends. Currently,variousindustryleadersare advancinginthemediaindustrywith theirproficientexpertiseintheir concernedsegmentofmedia.Onesuch prominentexampleofdynamicmedia leadershipisdemonstratedbyAnts Lusti.

LeveragingaWaywithWords

Withmorethan20yearsofexperience inthemarketingandservicesfield, Antsleadswithavisionaryapproachto theindustry.Althoughalaurelled medialeader,Ants’participationinthe

“In my wildest dreams, I see Identity as a worldwide selfconducting agency with a unique concept and value proposition that assembles thousands of talents all over the world.”

mediaindustrywascoincidental.He wasinvitedforaphotoshootasa model,asheneededanadditional incomeduringthattime.Owingtohis abilitytohaveawaywithwords,Ants receivedaproposaltobecomea projectmanager(besidesbeinga model)forashippingcompany’s catalog.

Afterhisgraduationfromthetheatre schoolofTallinnUniversity,Antswas workingasanactorinVATtheatre. Duringthattime,theoldpolitical regimewascollapsingandthenew, RepublicofEstonia,wasrisingfrom thedust.ForAntsandhisfamily, copingupwiththethen-present scenariowasatoughchallenge. Shortlyaftertheconflicts,heleftto studyDiplomacyandInternational relations.

Afterayearofgraduation,hereceived anofferfromthelocalGreyoffice, whichhedidnotwanttorefuse.He

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O V E R S T O R

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C

foundhimselfagaininthemodern creativeandmediaindustry,followed self-improvementinFinnishMarketing InstituteaswellasanExecutiveMBA gradeinEstonianBusinessSchool. Today,AntsspearheadsastheCEOof Identityandputshisprofuseexpertise onthetabletopilotthecompanyto greatheights.

DevelopingHighlyProfessional Strategies

Identitywascreatedwithanambition tocreateanew,highlyprofessional strategicbrandinganddesignniche. Thecompanycombinesstrategy development,servicedesign,and productdevelopmentwithvalue innovationandstrategicbranding, usingoutstandinggraphicdesignand integratingspecialmediasolutionsand operations.Withyearsofexperience, Identitydeliversresultswithareal impacttomakethingshappen.Its impactfulservicesandsolutionshave earneditrecognitiononlocalaswell asinternationallevels—boostingits credibilityasareliablepartner.

Identitycombinesastrategic-holistic approach(alongwithitsown methodology,awidecombinationof designdisciplinesandtools)with outstandingcreativeoutputtomake strategicvisiontangible.Witha compactyetmightyteamof professionals,thecompanysucceedsin makingabiginfluencewithits offerings.Todate,thecompanyhas earnedvariousrecognitionsonlocalas wellasinternationallevels—makingit ahighlyreliablepartner

UnderstandingtheCruxof Culturism

Beingatthehelm,Antscatersto severalvitalaspectsofthecompany.In recentyears,hehasincreasingly focusedonservicedesigns,product development,andbusinessmodel consultations.Inadditiontothat,he ensuresdelegatinghisdutiesand responsibilitiesefficiently.Speakingof thestrategiesinvolvedindoingso,he adds: “I think on a company level it is involving right people and inspiring them, helping to find the right path and realizing it. On the client's project-

“We combine strategicholistic approach, own methodology, wide combination of design disciplines & tools with outstanding creative output, making strategic vision tangible.”
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level, it is defining and implementing the right strategy.”

Astheleader,Antsalsoensuresmaintainingintact motivationandproductivityintheworkspace.In thismatter,heis‘self-confidently’positive.He believesthattheculturemustsupportpeople’s ambitionsandself-actualizationsothatthecontrol isintheirhands.Additionally,everyindividual mustdelivertheirmaximuminacooperative frameworkandtherearenolimitstowhethera personwantstogrowverticallyorhorizontally.He adds, “Talents have to see Identity as a possibility for self-realization.”

FragmentationofMediaLandscape

“Fragmentation of the media landscape continues, on-the-go and on-demand media channels grow and may divide the whole media landscape generations,” addsAnts.Hefurthercontinuesthat digitalizationactivelyimpactshowmediais producedandconsumed.Withthatsaid,every individualisgoingtohavetheirownmedia channel(s)—however,thequestionaboutwhois interestedtoconsumeitispersistent.Inadditionto that,thepandemichashighlightedandintensified structuralinequalities.

Amidthis,people’sexpectationsaregrowingfor brandstotakeamorenuancedapproachto diversityandinclusion.Antsremarksthattobe trulyrepresentativeoneneedstounderstandthe

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variousidentitiesthatmattertopeople inthemarketandgethyper-localwith theirefforts.

VastInfluenceofDigitalization

Remarkingontheinfluenceof digitalizationonthemediaindustry, AntsassertsthatDigitalizationcanbe definedasthemassadoptionof internet-connecteddigitaltechnologies andapplicationsbyconsumers, enterprisesandgovernments.He furtherdescribesitasaglobal phenomenonthathasaffectedevery industryandnearlyeveryconsumerin theworldandhaschangedtheway informationisproducedandgathered.

Antsfurtherenunciateshow digitalizationhaschangedtheway informationisproducedandgathered. Informationflowsveryfast,allowing everyonetobecomeachannelowner andnewsanchor.However,the backgroundfakenewshascreatedan untrustedmediaenvironmentinthe presenttimeandhasresultedinthe dilutionofauthenticity

Winner’sRecipeinModernMedia Competition

Speakingoftheauthenticflowof information,especiallyonsocialmedia platforms,Antsremarksthatsocial mediaseemstoholdawinner'srecipe inthemodernmediacompetition. However,itoftenfacesbacklashesand suffersfromnotbeingtrusted. Althoughsocialmediagrowsinterms ofpopularityorusernumbers, traditionalmediachannels,especially thestate-ownedones,gainanaudience throughreliability.

Citinganexampleofatravel encounter,Antsaddshowvariousnews channelsprovideatotallydifferent pictureofaconflict.Heconsidersita dangerousthingsincedifferentangles toaneventresultinvariedopinions andcreatesroomfordifferingvalues

andabasisforfurtherconfrontations.

“ThereisnooneComprehensive Leader”

Beingarecognizedleader,Ants ensuresinspiringhispeersbycreating amotivatingenvironment.Hebelieves thateveryleadermustdelivertheirbest andcontinueinspiringotherssince everyleaderisperceivedasahero. Thereisnoonecomprehensiveleader

Everyindividualisaninspiringleader intheirownwaytocombine wholeness.Toconclude,Antsbelieves thattherecipeistocreatean environmentandculturethatoperates byitself,withoutexclusiverights, chainofcommandand superintendence.

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“Think, the recipe is to create an environment and culture that operates by itself, without exclusive rights, chain of command and superintendence.”
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Management-JeffAstle(ManagingDirector)
www.apcoworldwide.com Founded-1984 Description-APCOWorldwideisanadvisoryand advocacycommunicationsconsultancyhelpingleading publicandprivatesectororganizations Blast PR Management-WarrenPickett(VP,BrandStrategy) URL-www.blastpr.com Founded-2000 Description-BLASTPRisafull-servicepublic relationsandmarketingservicesfirmcommittedto drivingmeasurableresultstoitsclients APCO Worldwide Most MediaLeaders o f 2 0 2 2 Influential 18 | MAY 2022
URL-

Icaro Connect

Management-CarsonBarker(FounderandCEo)

URL-www.icaroconnect.com

Founded-2019

Description-IcaroConnectisapremiermarketing, advertising,designandresourceagencyspecifically dedicatedtothepsychedelicmedicalcommunity.

Identity

Management-AntsLusti(CEO)

URL-www.identity.ee

Founded-2002

Description-Identitycombinesstrategydevelopment, servicedesign,andproductdevelopmentwithvalue innovationandstrategicbranding,usingoutstanding graphicdesignandintegratingspecialmediasolutions andoperations

J Public Relations

Management-HannahGardiner(VicePresident)

URL-www.jpublicrelations.com

Founded-2005

Description-J/PRisaninternationalluxuryPR, influencerrelations,andsocialmediaagencyspecializing inhospitality,travel,destinationtourismandluxury lifestylebrands

Kyodo PR

Management- TetsuyaTani(CEO)

URL-www.kyodo-pr.com

Founded-1964

Description-ItistheleadingPRagencyinJapanthat helpsclientsplanpublicrelationsandintegraterd communicationprograms

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Multiplied

Management-BenjaminNoble(OwnerandCEO)

URL-www.multiplied.io

Founded-1964

Description-Multiplieddelivershighly-effective, performance-drivenmarketingserviceswith uncompromisingattentiontodetail.

OH Partners

Management-ScottHarkey (Co-founder&ManagingPartner)

URL-www.ohpartners.com

Founded-2016

Description-OH Partnersisafull-servicenational advertisingagencyandavirtualsuperstoreofservices, grabbingnationalattentionforworkinresearch, strategy,creative,branding,mediaplanningandbuying, digital,publicrelations,andsocialmedia

Point Taken Communications

Management-MichelleGilliam(Founder&President)

URL-www.pointtakenpr.com

Founded-2013

Description-PointTakenCommunicationsisafullserviceagencybuilttohelpcorporations,medium-sized businesses,smallbusinessesandnonprofitspromotetheir products,servicesandmissiontodrivemoredollarsand donations

W2O Group

Management-KelleyKaufman(ManagingDirector)

URL-www.w2ogroup.com

Founded-2001

Description-W2Oisthehealthcaremarketingand communicationspowerhousefoundedbyJimWeiss focusingondigitization,consumerizationandvaluebasedcare

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Carson Barker

A Veteran Exploring the Potentials of Psychedelics Medication

TThemediaindustryisadynamic

sectorthathaswitnesseda plethoraofchangesoverthe pastfewdecades.Theadvancementsin technology,emergenceofnewdigital platforms,changingcustomer preferences,etc.havefueledthese changes.TheCOVID-19pandemic,in particular,hassignificantly transformedthemediaindustryover thepastcoupleofyears.Businesses andindividualsareworkingremotely anddigestingmediastrictlyonline throughmobiledevicesatasignificant rate.

Thesechangeshavebroughtamyriad ofopportunitiesaswellaschallenges forcompaniesinthemediaindustry. Hence,theroleofleadershipinthe mediasectortodayhasbecomevital. Intherigorouslycompetitivemedia industry,leaderslikeCarsonBarker

(FounderandCEOofIcaroConnect andAppspire.me)havesetaprime exampleofardentandvisionary leadership.Carsonisadecorated leaderwhohasbeenleveraginghis avidexperienceintheindustrytosteer thecompanytowardsunprecedented growth.

BackingtheInstincts

CarsoncompletedhisBachelor’sin JournalismfromSt.Edward’s University,andhehasamaster's degreeinRhetoricand Composition/WritingStudies.Carson workedforseveralcompanieswhere heplayeddifferentrolessuchasa reporter,marketingwriter,content writer,socialmediastrategist,etc.

Carson’smotivationtostepintothe mediaindustrycamein2008whenhe

waspursuinghismaster’sdegree.He recognizedhowsocialmedia marketing,apps,andonlinemarketing wereabouttobethenextbigwave. “My instincts told me that this new frontier of marketing and advertising would have the ability to drive targeted results to a finite point, and build personal relationships between consumers and businesses,” heasserts.

Motivationbehindthe Establishment

Throughnetworkinginvarious internationalmedicalindustries, Carsonandhispartnerrealizedthe importanceandpotentialof psychedelicplantmedication.The primarybenefitstheynoticedwerethe data-provenpositiveoutcomesof psychedelicsmedicationover traditionalpharmaceuticals,the

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extensivescientificandgovernment supportedresearch,andthepassionate advocacyofthedoctorsandpatients. Then,theynoticedthe problem—doctors,clinics,and manufacturerswereonlyconnecting withalimitedpercentageoftheir potentialclients.Thus,IcaroConnect wasestablishedin2019.

BouquetofLeading-edgeServices

IcaroConnectisapremiermarketing, advertising,design,andresource agencythatisspecificallydedicatedto thepsychedelicmedicinecommunity Itconnectsclinicsanddoctorswith patients,manufacturerswithindustry leaders,andknowledgeofthe psychedelicmedicinepossibilitiesto thepublic.

TheprimaryserviceofferedbyIcaro

ConnectisBusinessGrowth Lifecycles.Thecompanyanalyzesa client'sbusinesspotentialandclient base,andstrategizesaplanon connectingwiththatpotential.Someof theotherservicesprovidedbythe companyinclude,

MarketingandAdvertising:Icaro Ÿ Connectiscommittedtohelpits clientsgrowtheircommunitiesand engagementfromroottoleaf. Leveragingforward-thinking strategiesanddata-drivenresearch, thecompanyprovidespassionate workincludingBrandStrategy& Messaging,Marketing Communications,DigitalMedia, andBrandStewardship.

SocialMediaMarketing:Icaro Ÿ ConnectprovidesthehighestqualityFacebook,Instagram,

TikTok,andYouTubeMarketing servicestoassisttheirclientswith navigatingthroughthelegalities andrestrictionsofpharmaceutical plantmedicinemarketing.

WebDesign:IcaroConnectensures Ÿ thattheclient’swebsitematches theirbusinessimageandgoalsto helpthemstandoutfromthe competitors.Itcreatessmooth designsfreeofclutter,perfectly balancingemptyspaceandcontent.

BrandingServices:Similartoweb Ÿ design,IcaroConnecthelps buildingandenhancingtheclients’ brandimagewithitsbespoke brandingservices.Theseservices includecreativebranddesign, designconsistency,andmultiplatformbranding.

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VideoProduction:IcaroConnect Ÿ hasanaward-winningvideo team—camera,lighting,directing, etc.thatusesthebestequipmentto producehighqualityvideos.Its teamcanalsoexpertlyeditvideos foranoverallhighquality,smooth look.

ContentCreation:Exploringthe Ÿ differentpotentialsofoutreach, IcaroConnectcreatescontentthat drivescommunityengagement.

ARobustTeam

Despitethetechnological advancementsandinnovations,thereis stillatonofdata,science,and evidencethatisnotknownpublicly.As theCEOofIcaroConnect,Carson’s primaryroleisspreadingawareness aboutthisuntappeddata.Hemanages anaward-winningdesignandvideo team,award-winningPRteam,andthe bestmanagement.“Our team members are excited enough on their own about this new industry and its potential to heal worldwide communities,” adds Carson.

NavigatingtheChange

Withthelegalitiesofpsychedelicplant medicineonthecuspofchange,

Carsonandhisteamareonthe forefrontofInthepastfewyears,the COVID-19pandemicaswellasonline privacyrightsconundrumhas disruptedtheinternetasawhole. “Online privacy rights have shaken up the social media and internet information sharing industry for all the right reasons,” mentionsCarson.As socialmediacontinuestodominatethe industryforleadershipthroughtrends andupdates,Carsonadds, “Authenticity and transparency all lies within your messaging and image, and all these things are important now more than ever.”

AWorldlyPerspective

CarsonandIcaroConnectbelievein workingwithclientswhohavea worldlyperspective.“At the end of the day, we do more than generate sales, crowd growth, and fanbase interaction; our clients are doing positive work for the world as a whole,” mentions Carson.Besidespsychedelic medicationindustry,IcaroConnect’s clienteleincludeslocalcivilrights offices,TVNetworksfordisabled communities,andotherbrandsthat inspiremotivationandpositivity.

“Look ahead to what will be happening 5, 10, and 20 years from now, because more than likely it will be starting tomorrow.”
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e Curious Case of

Cassette Cassette Cassette

Culture Culture

FROM ELEMENTS TO VEHICLES OF MEMORY
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Cassette Culture

Duringthe90s,cassettecultureprovidedarudimentaryplatformforbudding artistsoftheeratoshowcaseandmonetizetheirtalent.Afterstaggeringly occupyingtheheartofcontemporarymusiclovers,thecassettecultureis currentlyundergoingarenaissancewheretheyarebeingseenaspowerfulvehiclesof memory

Cassettesportraystrongsymbolicandemotionalsignificance,especiallyinmoderntimes. For millennials, cassettes are vintage props or outdated technology that can produce retro vibes or simply add charms to shows and movies with vintage settings. For oldschool music lovers, cassettes are more than mere compact audio tapes that produce mixed sounds in vintage accords. Moreover,cassettesproduceastrongsenseof tangibilitythatoutdatestheeasieraccessibilityandavailabilityofmodernmusic,i.e.the essenceoftacticalphysicalpresence.

However,inthiseraofinfamousmodernizationwhererecordedmusiccanbeeasily accessedviaonlinestreamingplatforms,cassettessitattheback—shroudedbythegrey lightsofobjectfetishism.Withthecurrentadventoftime(andofcourse,technology), cassettesconvertedintocollectiblesandtherestishistory

THESAGAOFCARRYINGMUSICINPOCKETS

Thenowretroandvintageartifactsfromthepastwereoneofthefirsttechnologiesthat allowedustoshareandrecordmusic.Theoriginofcassettetapesdatesbackto1962 whentheywerefirstdevelopedbythePhillipsCompanyinBelgium.Surprisingly,the originalcassettetapeswerenotcreatedforthepurposeofmusicbutfortaking dictations.Originally,thequalitywasnotgoodformusicplayback,however,the technologyimprovedquicklyfromlateronwards.

Until1963,listeningtomusicwasheavilyconfinedwithinthediameters ofvinylrecordsthatwerenoton-the-gofriendly.Thebreakthrough ofcassettetapesmadeiteasierforpeopletocarrytheirmusicin theirpocketsandcuratetheirfavoritemusic.Bythe1970s, cassettetapeshadbecomeapopularwaytolistento music.

THEBIGBLOW-UP

WiththestellardebutofSony’sportable Walkman,peoplehadtheirportable musicplayersforprivateuse.The combinationofWalkmansand cassettesliberateddrivers fromuncannyradioor stereo dependency—ena blingthemto controltheir own

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musicplayback.Cassettesalsooffered severaladvantagesoverrecords,such ascompactandportablesize, durability,lowerprice,andmanymore, whichmadethemabighitand skyrocketedtheirdemand.Theability torecordradiostationsandothermusic ontotapesfromastandardplayerwas alsosomethingcompletelynewthat recordsdidnotoffer.

Bythe1980s,thesaleofcassettes outnumberedthatofrecordsandnew musiccontinuedtobereleasedon cassettetapesuntilthelate1990s. Cassettesshooktheribsofthemusic industryandgainedmassivecultural importance. Bythe1950s,magnetic tapeshadalreadyrevolutionizedthe recordingstudiobyallowingformultitrackrecording,overdubbing,and editing.Aftertheinventionofcassette tapescreatedabreakthroughinthe market,Phillip’sgraduallyimproved thetapequalityandafterafewyears, cassettesqualifiedtobeusedfor recordingmusic.However,insteadof licensingtheirbusinessmarvel, Phillipsgaveawayitsrightsfor free—theirdesignbecameauniversal standardandnoincentiveswere offeredtoanybodyforcreating competitiveformats.Asaresult,every consumerelectronicscompanyinthe worldhadthelibertytoenhancethe qualityofthesound(whichtheylater didsuccessfully).

CASSETTECULTURE:A THRIVINGCOMMUNITY

Thisexponentialriseofcassettes sparkedthebirthofyetanotherculture thatspreadthroughouttheworld,from onecornertoanother.Cassettetapes becamestandardequipmentincarsand recordcompaniesstartedusingtheir newreleasesincassetteforms.Sony’s stellarWalkmanpushedthedemand forcassettesatopthebillboard.

Recordedmusicwasnowportable, easytocopy,andeasytomakeat home.

Duringthe1970s,amateurmusicians whocouldnotaffordbagging recordingcontractshadbegun producinganddistributingtheirown cassetterecordings.Frompeopleat highschoolbandsandchoirgroupsat thelocalchurch,anybodywith relativelylittleeffortandmonetary investmentcouldproduceenough copiesfortheirfans.Moreover,the cassettecasesweredurableenoughfor mailingtodistantplaces.Theentire bloomingfiascoofcassettesgaverise tothecassetteculture—avast, worldwidenetworkofindiemusic bandsthattradecassettetapesbymail. Goingbytheslogan “You listen to mine, I'll listen to yours,” cassette culturebecameathrivingcommunity thatcontinuestoexisttothisday.

MIXTAPES:THEVANITY OFEMOTIONS

Nowcassettesdidnotonlyholda culturalsignificancebutalso reverberatedemotionalsignificance. Ononehand,thecommunityof ‘cassetteculture’bloomedinandout ofthemusiccommunityandpavedthe wayforlocalmusiciansandaspiring singerstomarkacareerinthemusic industryandmakealivingbyselling andtradingtheirmusic.Ontheother hand,mixtapesprosperedasan emotionaltokenofgratitudeand fondness.

Duringthe1980sand1990s,mixtapes becametheultimategiftofexpression tolovedonesorcloseones.Mixtapes wereconsideredasthoughtfulandan intimateknowledgeoftherecipient. Throughoutthe1980s,mixtapeswerea highlyvisibleelementofyouthculture. Itwasbothanartformandameansof

communication,abespokeobjectanda musicalzinemadejustforone.

THEOFFICIALDECLINE ANDCEASE

Foraprolongedperiodoftime, cassettesremainedpopulartillthe 1990sforaplethoraofpurposes,such ascaraudio,personalstereo,home recording,andmixtapes.The emergenceofCompactDiscs(CD) resultedinthedeclineinthepopularity ofcassettetapes.By1993,annual shipmentsofCDplayershadattained5 million,whilecassetteplayer shipmentshaddropped7%to approximately3.4million.Bytheearly 2000s,theCDplayerexponentially replacedcassetteplayersasthedefault audiocomponentinawiderangeof newvehicleswithinEuropeand America.By2005themajorrecord labelsintheUShadceasedproduction ofpre-recordedcassettes.

Althoughcassetteplayerswereless pronetoshocksthanCDplayersand theirlowerfidelitywasnotregardedas aconcerningdrawback,the introductionofelectronicskip protectionmadeitpossibleforusing portableCDplayersontherunand automotiveCDplayersbecame feasible.In2010,Sonyceasedthe productionofpersonalcassetteplayers, andthefollowingyear,theOxford EnglishDictionaryremovedtheword 'cassetteplayer'fromits12thedition Conciseversion.

Withthefurtheradventoflatest technology,severalelectronics companiesstoppedtheproductionof cassettetapesowingtotherising popularityofCDs.Withtheevolution oftheinternet,severalonline streamingplatformsofferedtocreate personalizedmixtapesondigital platforms.Inaddition,thenewfeatures

MAY 2022 |29 Cassette Culture

offeredbyCDssuchasportabilityandmuchhigheraudioqualityresultedin theofficialdeathofcassetteplayersandcassettetapes.

FROMMUSICALELEMENTSTOPROPS

Cassettecultureofficiallymarkeditswaytothegraveinthelate2005swith theaccentofdigitizationandonlinemusicstreamingplatforms.Todayin 2022,onlinevideostreamingplatformshavepermanentlysubstitutedthe cassetteculturebyprovidingagiganticplatformforartiststoshowcaseand monetizetheirtalentwhilereachingavastsetofaudience.Moreover,mixed tapesallowedfriendshipsandvariousotherformsofrelationshipstobloomby servingasananchortogrowanddevelopemotionsthroughtheloveofmusic. Beitthroughsimilarmusictastesorbytradingblanktapesfilledwith unheraldedgemsorpoorly-recordedmixtapesandexpeditionsintomusic, mixedtapeswillalwaysremainaprominentmusicalessence.

FROM BEING THE FIRST TECHNOLOGY THAT ENABLED US TO SHARE MUSIC WITH EVERYONE TO BEING MERE COLLECTIBLES OR VINTAGE PROPS, THE JOURNEY OF CASSETTES HAS MEASURED A LONG WAY.

Backinthe90s,cassetteswereaconstantandessentialelementintheworldof music—althoughinconsistentwiththeirpopularityanddemand.Today, cassettesstilloccupyasignificantpositioninourheartsaswellasinour memories.Whileforsometheyaremerepropsandelementsofaesthetic essence,forotherstheyarethestatureofmusic.

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Michee Giiam
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Leadershipinthemediasector

involveswearingnumerous hatswhilebeingatthe organization’sforefront.Theroleof medialeadersisnotjustconfinedto theareasofmanagementand operationsbutinvolvestakingcharge ofseveralotheraspectssuchas ensuringauthenticity,verifying,and monitoringthetransparentflowof information.Moreover,theyarealso responsibleforleadingtheteamand ensuringswiftorganizational operations.

Anillustriousexampleofsuchardent andzestfulleadershipisportrayedby MichelleGuglielmoGilliam.Sheisa recognizedmedialeaderwithan eminentcareerbackground.Her journeyintopublicrelationsand marketingstartedinthenewsmedia. Michellewasalwaysawareofher willingnesstoworkinmedia—there wasnoonedefiningmomentthat pushedherinthatdirection.After graduatingwithhonorsfrom VillanovaUniversity,sheworkedin newsroomsfromMiamitoNew Jersey,learningthetradeand eventuallybecameareporter.

Followinghercareerinnews,she tookapositionasaproduceronThe People’sCourt,cultivatingher journalismskillsonanational courtroomprogram.However, Michelle’spathtookadifferentturn afterthehistoric9/11incident,and shebeganproducingconferenceson militarytopics.Gleaninglessonsfrom topgenerals,admirals,and DepartmentofDefenseofficials, Michellehonedherspecialevent productionskills,atradesheoften usesinhercareertoday.Currently, MichellespearheadsPointTaken CommunicationsastheFounderand

Presidentandcontributestoits immensesuccessanddevelopment.

InarecentconversationwithMirror Review,Michelleelaboratedonher rolesandresponsibilitiesasamedia leaderandspokeabouthercompany anditsupcomingplans.Followingare somesnippetsfromtheinsightful conversation:

According to you, how have the customer preferences in media industry evolved over the past few years?

Aspeople’shabitsandtechnology change,themediaisevolvingtomeet thegrowingdemandsofconsumers. Customersarenolongerwillingto waitfortheeveningnewscastorthe morningpapertolearnwhattheyneed toknowabouttheircommunity,their industry,orotherissuesthataffect them.Theywantinformationandthey wantitontheirterms,whetherthey receivethatinformationviaanews alertontheirphone,asocialmedia post,oratextfromafriend.

Can you please walk us through the establishment journey of Point Taken?

IstartedPointTakenshortlyaftermy sonwasbornwithDownsyndrome. Ashehasgrownandmatured,sohas PointTaken.Westartedasapublic relationsconsultancyandhavegrown intoaboutiqueagencyoffering marketing,PR,webdesign,andvideo production.

Being at the company’s forefront, what are your primary roles and responsibilities?

Imanageallbusinessoperationswhile

workingwithmyteamtoensurewe alwaysproducetop-qualityworkon budgetandontime.Asateamof seniorprofessionals,ourgoalisto makeourclients’jobseasier,finding themnewopportunitiestopromote themselvesandtheirorganizations.

Can you please walk us through the prominent highlights of your career as a media leader?

Oneofmycareerhighlightswasbeing namedaWomenofInfluencebyPet AgeMagazineandreceivingmultiple awardsforPointTaken’sworkasatop PRandmarketingagency.However, mybiggestachievementiscreatingan environmentthatallowswork/life balanceatPointTaken.Idropoffmy sonandpickhimupfromschooleach day,oftenspendingtimewithhis teachersandadministrativestaff,as partofmyroleasvicepresidentofthe school’sboardofdirectors.

How do you ensure optimum satisfaction for your clients and customers?

AtPointTaken,ourjobistonotonly ensureoptimumcustomersatisfaction butalsotoguideourclientstomake decisionsthatresultinthebestreturn ontheirinvestments.Wehelpour clientscreatenewsworthyand shareablecontent.

The global pandemic resulted in massive disruptions within every sector. What measures did you incorporate to counter the challenges induced during the pandemic?

Asabusinessowner,Ibalanced runninganincreasinglybusyagency withhomeschool.Inthefaceofthis unprecedentedtimeinmodernhistory,

EXHIBITING PROFICIENT LEADERSHIP IN MEDIA AND INFORMATION MANAGEMENT

MAY 2022 |33
“Always put your family first, grow your business for both profits and the good of the community and treat your team as your family. They will perform better the more respect you give them.”

wepivotedourstrategies,guidingour clientstocommunicateclearly,concisely, andcalmlywiththeiremployeesand customers.Wehelpedourclientsshare paycheckprotectionprogram information,mentalhealthstrategies,and openingandclosingnotices.

Duringthesummerof2020,wepivoted again,assistingourclientsinthe developmentofthoughtfulstatements aboutdiversitypolicies.Ourbiggest lessonof2020wastobeflexible, mindful,andresilientaswefacedatime ofinternationalcrisis.

While working within an industry where the flow of information is rapid and continuous, how do you ensure maintaining transparency and authenticity?

Informationisspreadingfasterthanever before,allowingforarisein disinformation.Asmedialeaders,we mustcombatthespreadof misinformation,reestablishingtrustinthe media.Thattrustbeginswitheachand everyoneofus.Weneedtocheckour sourcesforcredibility,ensurewehave multiplesourcesandencourage collaborativeteamworktofact-checkour stories.Weaspublicrelations professionalsmustensureweareonly workingwithethicalclients,pitching newsworthystories,andcreatinginhousecontentthatismoralandfactual.

How do you envision the future of Point Taken Communications?

Aswecontinuetogrowand5Gtakes overtelecommunications,PointTaken foreseesaneedformorein-house,branddevelopedcontentthatcanbedeployed quickly Weplantocontinuetogrowour contentdevelopmentdivision,offering morecustomvideo,copy,creative,and dynamiccontent.

34 | MAY 2022

THE INTERNET AD REVOLUTION

THEN, NOW, AND TOMORROW

TThe world is currently going through the internet ad revolution, courtesy of the digital transformation, higherinternetaccessibility,andincreasinglyintense market competition. The global internet advertising market was estimated at $319 billion in 2019, and it is projected to reach$1089billionby2029.

Whileinthepast,advertisingwaslimitedtocertainwayssuch as word-of-mouth publicity, pamphlets, etc., the advertising realm today has turned towards becoming more digitally centric.Cateringtothesignificantchangestohumanlifestyle overthetime,theinternetadrevolutionhasmadeadvertising seamless and more effective. The shift seems to be a short journey, however, there are several layers to the history of internet advertising. Here are the different stages of the

internetadrevolution.

TheEmergenceof BannerAds

In 1994, the concept of banner ads was introduced which completely transformed the world of advertising HotWired one of the world's first commercial online magazines—was seeking ways to generate revenue and pay itswriters.Intheprocess,thecompanycameupwithaplanto set aside some portion of its website and sell that space to advertisers. These advertisement spaces were called banner ads.

The first banner ad was a part of AT&T’s advertising campaign.ThecompanypaidHotWired$30000toplaceits

36 | MAY 2022

banner ad on their site. The ad was a huge success as it receivedawhopping44%click-throughrate.Thisbecamea trendsetterasnumerouswebsitesstartedusingthisstrategyto generatemorerevenue,whilebusinessesalsostartedtapping into the potentials of banner ads as an effective advertising strategy As the number of internet users started growing exponentially, banner ads became more targeted to specific consumers,therebydrivingmorerevenueforthemarketers.

TheArrivalofToolstoTrackROI

Although banner ads became a huge hit, the advertisers did not have a way to calculate if these ads were delivering the desiredresults.Themarketingwebsitesalsoneededaprocess to manage their campaigns effectively using insights about the customer responses. Heeding this, several ROI tools started to develop that provided the D.A.R.T. (Dynamic Advertising Reporting & Targeting) service. The service allowed companies to keep track of the views and clicks on thead.

AdistinguishingfeatureoftheD.A.R.T servicewasthatthe advertiserscouldtracktheadperformanceandmakechanges toalivecampaign.Forinstance,ifamarketerrecognizedhis ad was underperforming on a particular website, he could remove the ad and focus his resources on another website wheretheadisperformingbetter TheemergenceoftheROI tools gave birth to a new pricing model called Cost per Impression(CPM).

experience that would generate revenue without compromisingtherelevancyandqualityofthesearchresults. Unlike other paid search models, AdWords launched a QualityScoremodelwhichconsideredaparticularad’sclickthroughratewhileplacingitonsearchresults.

TargetedDigitalAdvertisements

In the mid-2000s, social media platforms started picking up pace. Marketers sought new ways to engage the audience as moreyoungaudiencesstartedusingsocialmediaplatformsto explore and express themselves. The audiences’ gravitation towards website and banner ads slowly started to decline as theyspentamajorityoftheirtimeonsocialmediaplatforms. Newly emerging companies like Facebook despite the initialresistance—startedallowingadsonitsplatform.

The advertisements started with small display ads and sponsored links ultimately changed to the ads targeted to a specific user This method of targeting consumers with relevant ads has now become a standard practice for advertisers that focus primarily on social media marketing. Alongside Facebook, other platforms likeTwitter, Google+, YouTube, etc. are also providing their users a seamless advertisingexperience.

NativeAdvertising

Withtime,thewebstartedtoexpandrapidlyacrossindustries. Assearchenginesalsostartedgainingpopularity,advertisers seekingquickresultsturnedtowardssponsoredsearches.The first pay-for-placement search engine service was started in 1999 by GoTo.com, a search engine company that was later acquired by Yahoo The company gave advertisers the opportunity to bid for the top search engine results on select keywords.

The concept of pay-for-placement evolved with time to become pay-per-click and companies started bidding for search result placements on the basis of pay-per-click. For instance, if a company pays $2 per click, the search engine would put the company at the top of the search results.This eventually meant that the company that pays more will be listedatthetop.

To address this issue, Google introducedAdWords in 2000. The aim behindAdWords was to create a sponsored search

The concept of native advertising started gaining ground as numerous media companies started to emerge. In native advertising,theadvertiserpaysforproducingarticles,scripts, andothertypesofcontentformediaornewssites.Although thecontentispromotional,itisframedinawaythatlookslike aregularcontentpieceonthatparticularwebsite.

Leveraging native advertising, marketers can develop promotional content that supplements a user’s online experience Websites that typically relied on traditional advertising started to realize the importance of providing a betteruserexperiencewithnativeads.

in the 21st Century

PaidResearchandPay-per-Click
THE INTERNET AD REVOLUTION MAY 2022 |37

DigitalAdvertisingToday

Today,advertisinghasbecomeadifferentballgamealtogether Ascustomersarespendingmoretimeonlinethaneverbefore, marketersareabletofocusontheirtargetconsumerswithprecision.SeveraltrendslikeAI-poweredoptimization,programmatic advertising,chatbots,conversationalmarketing,etc.aretakingtheadvertisingindustrybystormtoday Astherelianceondigital advertisingforrevenuegenerationhasbeenonarise,largeorganizationsarefocusingtheireffortsondigitaladvertising.Hereis howmuchsomeofthelargestorganizationsspentonadvertisementsintheU.S.inthepastthreeyears.

Source:Statista

WhatdoestheFutureHold?

Thepaceatwhichtheworldiswitnessingdigitaltransformationisoverwhelming,tosaytheleast.Consumerbehaviorchanges with the new technology and so do the marketing and advertising trends.While it is difficult to precisely predict the future of digitaladvertising,theintroductionofnewerconceptsliketheMetaverseisexpectedtotakeadvertisingtoanewlevelaltogether Getreadyforaworldofadvertisingwhichismoresophisticated,personalized,andrelevant.

Digitaladvertisements aretargeted,particularly totheaudienceusing socialmedia

Theconceptof nativeadvertising isdevelopedalong withseveralnew marketingand advertisingtrends

2018 2019 2020 Amazon US$4.47billion US$6.8billion US$6.8billion Facebook US$1.1billion US$1.5billion US$2.2billion Walmart US$2.6billion US$2.7billion US$2.4billion Alphabet US$2.9billion US$3.1billion US$2.5billion
CompanyName/AdSpend
1994-95 1995-97 1997-2000 2000-2002 Mid-2000s 2010&after Differenttoolsare developedtotrack ReturnOn Investment(ROI) Bannerads becometargeted tospecific customers Pay-forplacementand Pay-per-clickare introduced
38 | MAY 2022
Timeline

Tetsuya Tani CEO

40 | MAY 2022

ThePublicRelations(PR)

sectorhasemergedasacrucial successelementfor businesses.Foryears,ithasbeena greatcommunicativemediumbetween theaudienceandcompanies,by providingavoicetotheorganizational goals.Inthepresentscenario,the benefitsofPRarenolongerconfined toadvertisementsandcompany exposure.ThrougheffectivePR strategies,severalcompaniesare developingmeaningfulrelationships withtheirclientsandprospects,while promotingapositiveoutlookontheir businessreputation.

Withnumerousopportunitiestooffer, thePRmarketrequiresleadersthatare awareoftheevolvingclientele requirements.Itisalsoessentialfor theseleaderstopossessanideaofthe significanceofPRinpromoting businessesandbuildingcredibility An instanceofsuchproficientleadership isdemonstratedbyTetsuyaTani Tetsuyanotonlyunderstandsthevalue ofPRinthebusinesslandscapebut alsoitssignificanceinbuildingtrust amongcompaniesandtheir stakeholders.

AftergraduatingfromAoyamaGakuin UniversityinTokyowithabachelor’s degreeinHistory,Tetsuyastartedhis careeratanadagency—I&S.Helater switchedtotwootheradagencies BBDOandShintoTsushin,before joiningaPRagency.Intheend, TetsuyafinallychoseKyodoPR becausehebelievesthatpublic

relationswillsurelyandincreasingly playanimportantroleinthelocalas wellasglobalcommunicationindustry. Currently,hespearheadsKyodoPRas theCEOandprofoundlycontributesto itsgrowth.

MirrorReviewrecentlyhadthe opportunitytoparticipateina conversationwithTetsuyawherehe elaboratedaboutthecurrentscenario ofthemediaindustrywhiletalking abouthisleadershipaspectsandthe company.Followingaresomeofthe snippetsfromtheinsightful conversation:

When was Kyodo PR established? What are the various services and solutions offered by the company?

KyodoPRwasestablishedin 1964—duringtheyearofthefirst TokyoOlympics.Weprovide marketingsupporttoourdomesticas wellasourmultinationalclients,with afocusonPRconsulting.Ourjobisto discover,polish,distribute,andspread valuableinformationcontentthatthe worldhasyettoseethroughrelevant traditionalandsocialmediachannels.

Being at the company’s forefront, what are your primary responsibilities?

IaimtomakeKyodoPRanewbreed ofPRagencybeyonditsconventional realm.Afterpresidingoverthecurrent headoffice,Iledtheagencyinto profitabilitywithinsixmonths,whileit

hadbeensufferingfromafinancial crisisinitstwopreviousfiscalyearsin thered.KyodoPRhasbeensteadily growingeversince.

How do you ensure optimum customer satisfaction?

Peoplearethemostimportantresource foranyPRagency.Basedonfeedback, KyodoPRunderlinesprofessionalism foreachemployee,createsworking guidelines,setsfairgoals,and evaluatesthemtofurtherimprovetheir performances.Theagencyhasalso createdasystemtoquantitatively measuretheeffectivenessofPR activitiesinoureffortstopursuedigital transformation.

How did you respond to the rampant and abrupt adoption of digitalization induced during the COVID-19 pandemic?

TheCOVID-19pandemiccreateda communicationbreakdown, suppressingminorandmajorevents forpeopletomeetinpersonand opportunitiestopromotesuchevents. Onthecontrary,italsoaccelerated onlinepressconferencesandvirtual communicationtools.

Alongwiththetrend,KyodoPRis currentlypursuingfulldigitization.It hasstarteddevelopinganewtoolthat canhostonlinepressconferences, coupledwithothernewdigital services.

EVALUATING AND COMPREHENDING THE SIGNIFICANCE OF PUBLIC RELATIONS

IN THE MEDIA INDUSTRY

MAY 2022 |41
“I feel that the most important thing for senior managers in this era of change is to change themselves too.”

Being a part of an industry where information flows readily and at a great pace, how do you ensure authenticity and transparency?

AstheleaderofaPRcompany,Ithink thatitisimportanttofirstconfirmwhether anyinformationthataffectsthepublicis true,isnotone-sided,anddoesnothavea biasedperspectivefromourclients. That iswhyIfirmlybelievethatitisvery importanttofirstconfirmthatour informationcomesfromvarious directions/angles.

Thatbeingtold,Iamconsciousofmoving forwardwhilechangingperspectivesand verifyingwithmultiplesourcesand experts.Itisalsoaproblemforthemedia sincetheyaretheoneswhoprovidethe baptizedinformationtoreadersand viewersandguidetheminthewrong

direction.Ithinkweneedtobestrongly awareofit.Ifirmlybelievethat “Cheating,stealing,lying,bribingand acceptingbribesareamatterofthe moralityofeachindividual,family,and educationalinstitution,notofa company.”

The 5G technology has vastly emerged as the latest technology and networking trend. Do you think it will prove beneficial for the media industry? If yes, then how?

5Gtechnologyhasthreemainfeatures, namely—high-speedwithlarge-capacity, high-reliabilitywithlow-latency,and multiplesimultaneousconnections.If4G hasbeenamobilenetworktechnology forsmartphones—atleastherein Japan—5Gwillbeamobilenetwork technologytosupportthewholesociety With5G,videocontentwilltakecenter stageinanymedianewsreportand consumerswillreceivelargeramountsof informationatfasterspeeds.

What services or solutions are you planning to launch in the near future?

KyodoPRplanstolaunchawiderange ofnewservicesinthefuture.These includeasystemthatenablesmore accuratemediaanalysisandpredictions, featuresanexpandedmediadatabase,a videocontentservice,aninfluencer marketingtool,andmuchmore.

What would you like to convey to those entrepreneurs seeking careers in the media industry?

Iwouldliketoremainhumblewhen speakinghighlyofacareerinthemedia industry,butonesurethingiswhen consumerschange,mediachangesas well.Keepingthisinmind,Iwouldlike toquote,“Createyourownchances,and letthoseopportunitieschangeyou,”a quotefromthefounderofRecruit,Mr Ezoe.

42 | MAY 2022

Waen Picke

44 | MAY 2022

Mediaservesasagreat

sourceofinfluenceon society,whereitplaysa crucialroleinuncovering,promoting, anddisseminatinginformation.And inthecorporateworld,itmaintainsan ethicalenvironment.Asavital industry,themediasectorhas acceleratedtheevolvingdigital culture.Thisevolutionhasplaced importanceoninfluentialmedia leaders,asleadershipiskeytothe strategicexecutionofrelevant informationandcontent.

Asaprimeexampleofinfluential medialeadership,WarrenPickett (VP,BrandStrategyatBlastPR)is recognizedforhisbrandstrategizing calibre.Asanundergrad,hereceived aBachelorofArtsinTechnical JournalismfromColoradoState University Warrenbeganhiscareer asatechnicaleditorinenvironmental engineeringandshiftedintoB2B printmediawhenanopportunity openedupforhimtobecomethefirst staffeditoronanITmagazine.With anaffinityfortech,hehasbeen involvedwithB2Bmediaeversince, inprint,online,andatin-personand virtualevents.Throughouthiscareer, hehasalsopreparedandproduced mediarangingfrommagazinesto newsletters,websites,whitepapers, webinars,andothers.

Previouslythisyear,Warren transitionedfrommanagingB2B marketingandadvertisingconference contenttopublicrelationsand communicationsforB2Btechnology clientele.AsanexecutiveatBlast, Warrenisworkingdirectlywith clientstohelpensuretheirsuccess,as

wellasestablishingapurposeful corporateadvisoryboardtohelp informtheagency’sfutureandstay connectedtothemarket.

Duringarecentconversationwith MirrorReview,Warrenhighlighted hisrolesandresponsibilitieswhile analyzingthevariousaspectsofthe mediaindustryinthepresent scenario.Followingarethesnippets fromtheinsightfulconversation.

When was Blast PR established? What are the various services and solutions offered by the company?

BlastPRwasestablishedin2000to providecommunicationsservicesfor anascentadtechnologyindustry.In our21-yearhistory,wehaveprided ourselvesonprovidingtop-tier servicesforB2Bclients,whichhave includedmediarelations,strategic PR,mediaandspeakertraining,event production,guerrillamarketing,crisis communications,contentcreation, socialmediastrategy,strategic marketing,andCMOadvisory services.

As an executive in the company, what are your roles and responsibilities?

MyroleistobuildBlast’sbrandto re-enforceourpositionasthemarket leaderandhelpdeveloptheagency narrativeinsupportofcontent strategies.Ishareinsightsinto industryeventsandtrends,strategize clientcommunicationsandefforts, andhelpdrivebusinessdevelopment opportunities.Ialsoserveasaliaison toanetworkofmarketingand

advertisingindustrycontacts,andI contributetodevelopingandrefining ourcapabilitiesasweexpandour integratedcommunicationsservices forourclients.

How do you focus on building impactful relationships with your clients?

Wepartnerwithclientsbysetting clearexpectations,kickingoff campaignsandgo-to-market initiativeswithcleargoals,providing workshopsaroundcontentandevents tosparkandfine-tuneideas,providing trainingtoeducateourclientsfor bettermediaandindustry engagement,andestablishingand exceedingbenchmarkstomeasureour progress.

Weconsiderourselvesanextensionof ourclient’sinternalteamandoffer insightsandguidanceaswellas listeningtoandincorporatingclient feedback.Wealsoworktobe proactiveandanticipateopportunities forourclients,whileconducting reviewsandplanningtosteerthose communicationsefforts.

Being a part of an industry where information flows rapidly and constantly, how do you ensure authenticity and transparency?

Westrivetobeatrustedsourceforthe mediaoutletsweregularlycontact. Thatmeansholdingourselvesandour clientstothehigheststandards.Being aB2Bagency,alotofourfocusison industrytradepress,whichtendstobe lesssusceptibletoanysortofethical concerns.Wealwaysdifferentiateand

BUILDING PROFOUND BRAND STRATEGIES FOR B2B TECHNOLOGY

CLIENTELE
MAY 2022 |45
“Looking at the bigger picture, although our work can have an impact on marketing spend, our actions don't carry life-or-death consequences.”

educateourclientsonearnedopportunities andsponsoredopportunities,andthe benefitsanddrawbacksofeach.Ourclients haveagoodsenseforthemarketwitha keenunderstandingonhowtonavigate mediarelationshipswithourhelp.

The COVID-19 pandemic induced disruption in every sector. How did you respond to this unprecedented situation?

BlastPRhasalwaysoperatedasa flexibleandfastrespondingagency.Even beforethepandemic,wewerefamiliar withremoteworkandmaintaineda presenceinseveralmarkets.Inthepast, wehaveregularlyconnectedwithclients face-to-faceandvirtually Whilethe pandemicshiftedmostofourclient contacttothelatter,westillseek opportunitiestoengagetheminperson wherepossible.

Withmanybusinesseshavingtocutback theirmarketingspendduringthe pandemic,weweredirectlyimpactedas anoutsideagency.However,weworked withourclientstoadjusttotheirneeds andgrowwiththemasthingsbegan openingup.

What are the upcoming services and solutions lined up for the near future?

Weareexcitedtofindnewwaystohelp ourclients.Asmediacontinuesto evolve,itpresentsnewopportunitiesto elevateproducts,services,andthought leadership.Beyondtheircommunications needs,severalclientshavemarketing needsthatrangefromstrategytocontent developmenttosocialsharingtohaving anenhancedmediapresenceatevents. BlastPRisgrowingourcapabilitiesto meetthoseneeds.

Being an established media leader, what would you like to convey to leaders who are aspiring to make a mark within the industry?

Donotbeafraidtotryandtryagain. Seekoutnewopportunities.Donotbe afraidtoswitchgearsinyourcareerto broadenyourperspectiveoftheindustry.

46 | MAY 2022
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