Erfaring
Efter færdiggørelsen af sit studie startede Hannah i et praktikforløb som Media Planner hos Starcom. Herefter landede hun stillingen som Digital Media Planner hos Publicis Groupe Sweden, inden hun kom til Wavemaker, hvor hun først fungerede som Senior Nordic Digital Planner, siden avancerede til Nordic Digital Manager. Nu er hun bureauets Senior Nordic Digital Manager.
Motivation
Hannah Stern har markeret sig som en modig innovator og mediebureautalent, der tør udfordre den traditionelle mediestrategi og lede udviklingen af forretningsområder mod bl.a. inklusion af solide measurement frameworks. Hun har spillet en central rolle i transformationen af en af nordens største beauty-annoncører med sit fokus på audience- og datadrevne strategier. Hannahs bidrag har også været markant i introduktionen af “Dynamic Always On” og udviklingen af Wavemakers innovative tilgangsmåde til Addressable Content. Samtidig har hun været en central figur i udviklingen af bureauets ”Influence Everywhere”-koncept, hvor influencer content udnyttes på tværs af medieplatforme. Det har bidraget til vækst – både internt i bureauet og for kundernes forretning. Hannah indtager derfor en fortjent plads som en af årets M talents-profiler!
HVAD ER DEN VIGTIGSTE TENDENS I BRANCHEN?
In my opinion, the most significant trend in the industry is relevancy. Relevance will always be crucial to the consumer, but how advertisers approach it and create media with this in mind might vary. Attention as a metric is becoming increasingly important for advertisers, and therefore, relevancy should be equally valued as it can significantly enhance campaign performance. Without relevancy, there is little opportunity for attention.
HVORDAN HAR AI PÅVIRKET DIN TILGANG TIL MARKEDSFØRING?
AI is very useful especially in the creative aspects of our work to get ideas and ask for other perspectives than your own. Despite this, there is still a need for a critical eye and human questioning to determine whether the output makes sense. Especially for the strategic part of media, we still need to add a contextual and ethical lens – a sort of sense check and human validation.
HVAD ER DEN STØRSTE UDFORDRING FOR BRANCHEN?
The industry’s most significant challenge is the inability to measure and attribute digital success in the same way as before. While online digital media has revolutionized how we track the consumer journey, modern tracking prevention efforts and opt-out opportunities have presented new challenges in evaluating campaign effectiveness.
HVORDAN LØSER MAN DEN UDFORDRING?
Losing the detailed insights that we have grown accustomed to creates a significant setback. However, this does not mean that conversions are not occurring. To overcome this challenge, we must explore alternative methods for measuring and evaluating campaign success. By identifying new success criteria and finding other ways to attribute success to specific media activations, we can adapt to the constantly changing landscape of digital marketing.
HVAD MENER DU ER DEN MEST UNDERVURDEREDE FÆRDIGHED INDEN FOR DIT FAG I DAG?
In my opinion, the most underestimated skill in our profession is the ability to uplift and support others in their development and growth. This applies both upwards and downwards in the hierarchy, as having mentors who invest in your growth is invaluable, but it is also an opportunity for you to pay it forward and help others thrive by creating opportunities for those around you. I think it’s also important to remain humble about one’s own competence and recognize that strength doesn’t lie knowing everything yourself – but in collaborating well with others. My success is largely attributed to working with a team that provides me with opportunities to contribute my perspectives and ideas to their campaigns and challenges.
HVAD HAR VÆRET DEN VIGTIGSTE SUCCES I DIT ARBEJDSLIV DET SENESTE ÅR?
The transition for many FMCG brands from using the same communication to their mass audiences, to realizing that they can benefit from communicating to a broad audience in a way that is tailored to the individual consumer. Everyone’s needs and purchase journey looks different, so therefore there will be different triggers to purchase for everyone. Developing addressable strategies for many of L’Oréal’s brands has been the most important success in my professional life in the past year.
HVILKEN MINDEVÆRDIG KAMPAGNE/MARKETING AKTIVITET HAR GJORT SÆRLIGT INDTRYK PÅ DIG?
I would like to highlight the recent Duck Plump launch campaign for NYX as a memorable marketing activity. In today’s advertising landscape, where CGI ads are more and more prevalent, it is fairly easy for consumers to identify them as such since the concept is sometimes over the top – despite the graphics being very realistic. This campaign stands out due to its innovative approach of “tricking” the consumer by placing huge inflatable ducks in the exact same locations as they appear in the CGI videos, aiming to make the consumer wonder if the videos might be real after all. Seeing the ducks in real life creates a moment of surprise and intrigue for the consumer. This campaign is an excellent example of how humor, creativity, and a superb blend of outdoor and digital media can come together to create a successful marketing campaign – but most of all it embodies Wavemaker’s positive provocation spirit.