Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their
preferences.
Kelli
Hashimoto, Associate Director, Media & Strategy, Media Two Interactive:
Fast Pivots or Long-Term
Planning: Fast pivots are essential in today’s ever-changing landscape, but they can only be successful with a clear, long-term vision. When you know where you’re
headed, it’s easier to adapt along the way without losing focus. Planning provides the foundation, and pivots are just course corrections.
Campaign Analytics or Consumer Behavior: It’s hard for me not to choose campaign analytics because everything we do is so
rooted in data. That said, understanding consumer behavior gives us the ‘why’ behind the numbers and that’s where the real magic in media happens. Without it, analytics are just
numbers on a dashboard.
Always test or Stick to What Works: As technology evolves,
testing helps us keep learning, innovating, and pushing our campaigns to be even better. Even the most successful campaigns can get stale if we never experiment, and testing keeps them moving
forward.
Influencers or Celebrities: I lean toward authenticity, which often
means choosing influencers over celebrities. Their relatability makes them powerful advocates for brands, and today’s consumers crave real voices over polished perfection.
Tried & True Channels or Bold New Tactics: Douglas Parks called me the ‘industry skeptic’ at the
Data & Programmatic Insider Summit last month and he’s not wrong. While I believe in exploring bold new tactics, a solid understanding of your tried-and-true channels provides the safety
net. With those guardrails in place, you’ll be in a much stronger position to test and innovate for the long term.
AI or Human Touch: AI is a powerful tool, but the best results still come from combining technology with a human
perspective. At the end of the day, marketing is about people, not just algorithms.
Super Bowl or
Olympics: As a distance runner and skier, I can’t not choose the Olympics. It’s the ultimate stage for competition and authenticity on a global scale.
If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.