This month, we're talking with Laura Principessa, Investment Manager at Initiative, to discuss her experience working in the media industry and what she loves about OOH.
How long have you been in your current role?
18 months.
What made you want to enter the advertising industry?
Prior to this role I worked in digital marketing but when I moved to Australia I was put in touch with the talent partner at Initiative who introduced me to this role. Once I started, media was a whole new world to me and something I'd never done before, but I loved it immediately.
What does a typical day look like for you?
A typical day for me is waking up around 6-6.30am and going for a walk in Sydney Park, then coming into the office around 8.30am. I'll usually make a coffee in the office and then start the day, and then the day can include a variety of internal/external meetings and working through priorities/tasks. I finish by 5.30pm and go downstairs to use the office gym, then I go home for dinner around 7pm and I'm in bed by 9pm to get a good night's sleep before the next day.
What do you love about working in media?
I love the planning and implementation of campaigns and the fact that you get to see your planning and implementation come to life. Whether it is an OOH campaign, TV, BVOD, or radio, it is super exciting to see or hear a campaign you have planned go live and to be part of making it happen for clients and their brands.
What makes OOH unique?
OOH is unique in its ability to connect with a broad audience across all demographics. It's a really impactful channel and has a high reach for brands to create high levels of engagement and interactivity with the different scale and capabilities the channel has to offer.
Fun fact about you not many people know?
I’m absolutely obsessed with the TV series Friends and pretty much know every episode by heart. I’m also half Italian and fluent in the language.
What is your favourite OOH campaign?
For our client Sanitarium, we created a stunning large format OOH campaign featuring one of their latest Weet-Bix ambassador partnerships, Mary Fowler. This included a range of high impact, high reach formats in close proximity to sports stadiums, particularly football stadiums, to capture the attention of Australian football fans.
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