January 18, 2016
Sonia is responsible for Mindshare’s entire strategic product across the region. In this role her primary function is the development and implementation of agency products and services that enable Mindshare’s clients to get a jump on their competitors. She has more than 20 years of experience in strategic planning and communications development across Europe and Latin America, in both agency and client-side roles.
Q:Are there any pitfalls to avoid in content-driven marketing?
Sonia: Starting devising your content strategy from the brand perspective is the main pitfall to avoid. Find out first what your target audience likes and why and then fit the brand around these insights; Of course without losing your attributes, values and key message on the way.
Q: And what is the single biggest challenge facing media strategists when planning an international campaign?
Sonia: Make sure your insight resonates across countries without any doubt so that you can influence positive behaviour change and in turn meet your business targets in all geographies.
See more interviews / Judges’ views on what makes great, content-led, international advertising.