THENEWRATPACK - Strategy

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Rising Young Media Stars
This is the fi nal instalment of our two-part exploration of the next wave of media talent. Media
pundits have been adamant that to succeed in the new mediaverse, agencies require new
ways of thinking. Curious as to who these new thinkers were, and what they were thinking,
strategy canvassed the industry, asking media shops to single out their top innovative and
strategic recruits.
We found that the next generation are creative, love what they’re doing, and “get it.”
Media-neutral is second nature to them since it simply refl ects the world they live in.
The industry is in good hands.
Zoryana Loboyko, account director, PHD Canada
Claim to fame: The “Dove Campaign for
Real Beauty” voting billboard.
Involved from the very beginning, the PHD
team worked to bring Dove’s new philosophy
and positioning as well as the creative to life.
The result included two live LED screens
in Toronto with a toll-free number to call to
vote. The tally was changed on the board in
real time. Other 10-by-20-foot posters were
placed in major markets to drive consumers
to campaignforrealbeauty.ca.
Not only did the campaign win awards,
the idea was also picked up in the U.S. and
executed via a billboard in Times Square.
Background: Loboyko graduated from
Ryerson University with a bachelor of
commerce in marketing and is now in her
sixth year at PHD. She was hired into the
research department, and worked there for
about eight months before moving into the
Unilever group as an assistant media planner,
quickly moving up to account manager, then
supervisor, and now director.
Who is getting it right?
Apple iPod. I’m a bit obsessed with it.
The Dove voting billboards have become advertising icons
26 STRATEGY September 2006
This is an example of a brand being able
to create a culture, a following, and a
feeling of – holy smokes, I really must
have this product!
It’s a brand that’s dynamic, wanting to
push the limits and be breakthrough, and
wants to explore new media opportunities
itself. Apple is everywhere I expect them
to be. They did some very interesting
island shelter wraps. They’re huge in
OOH. It drives me nuts because when
I come across a great media placement
opportunity, I look up and Apple is always
there. This is a brand that keeps inspiring
me in that way.
Are opportunities being missed due to
caution?
Opportunities are being missed because of
a pure CPM measurement from the client’s
end. So that wouldn’t really be considering
the impact of an idea, consumer reaction, or
potential PR.
Sometimes that’s where it stops and you
can’t move forward with the idea. This isn’t
in all cases. If we looked at that with the
www.strategymag.com
By Patti Summerfield
electronic billboard we did for Dove, we
wouldn’t have executed it.
What common industry belief would
you love to whack?
The struggle between media and creative
and really creating a space at the table
for both. I want to see media and creative
working together. We focus on building
consumer insights and understanding the
consumer. It’s all about who we want to
talk to and when they are best poised to
see the message. That leads to my hope
of collectively coming up with the idea
to reach them. We see it with advertisers
such as Nike and the particular brands I
work with.