EssenceMediacom’s new US Chief Strategy Officer on reaching ad avoiders

Can you give me an example of a time you hacked a platform?

Google is one of our big clients. Recently, we placed an out-of-home ad in Times Square. More than that, we placed a 3D out-of-home ad in Times Square for just two hours because we understood that it wasn’t really an out-of-home ad. It was a 30-second video that would travel because of its scarcity and its interest. We understand that when a 3D out-of-home [ad] is placed, people are naturally going to want to experience it. People who are there are going to share it, and therefore we are creating a reach beyond what that particular piece of work was producing. 

More news: Google’s post-cookie ad update

How does your job change with the introduction of technology and AI? 

The central premise is relevance. At EssenceMediacom, we just want to make some dope shit. We’ve got all this technology and all this AI, but clients are looking at us to understand the platform and how people move between platforms. People today want to not receive advertising, but they also want us to be able to bring them the best soccer, for example. For that, you require advertisers to be able to support this messaging, bring it to primetime, but not interrupt their fan experience. It’s strategists like myself who have to be able to understand that well and then be able to serve that human need.