Leslie Laredo
President at Academy of Digital Media
Website Address: www.academdydm.com
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Leslie Laredo from Academy of Digital Media. To learn more, check out www.academdydm.com
What is the biggest change in marketing that you see coming in the next 2 years?
More focus on omnichannel planning/execution, holistic measurement, exploring more open web (vs walled garden) media opportunities, understanding how to implement brand safe media strategies, deeper focus on industry best practices for privacy and data usage.
Are their any trade organizations or groups that you belong to?
Participate and provide educational programs in partnership with the IAB, DMA, AMM (Association of Medical Media). Past programs for MPA, 4As, MMPA, FMA (Florida Magazine Association).
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
External media buyers have the advantage of a broader lens of experience across channels from working with different industries and clients. They can draw on this experience to bring new ideas and perspectives which might not be seen from internal organizations with company/product centric views and influences.
What is one tip that you would give when it comes to media planning?
Think like a symphony conductor who knows how each instrument plays and contributes the beauty of the music. Translated, know the impact of each media channel/vehicle individually and holistically. E.g. Display impacts search, earned media impacts paid media.
How does a media buyer stay on top of trends with media placement?
Staying informed requires reading industry trades, networking, attending conferences, speaking with other teams, and most importantly, taking time to learn. If training is not provided, then ask for it or search for resources.
