ASHA COWELL
JOB TITLE: Associate planning director
COMPANY: Carat
BASED: UK

Give an example of how you have used new technology.

Our candy client challenged us to prove the effectiveness of online video, particularly YouTube pre-rolls. I was able to identify and provide statistical reassurance that a broadcast and online/social video substitute was the most cost-effective reach for our campaign, creating a playbook for local agencies to ensure it is rolled out. I proved this by using a new Dentsu Aegis AV planning tool, ‘TV stack’; this utilises Google, Facebook and Nielsen data in TV, so we can create cross-channel optimisation based on bespoke audiences with campaign specific pricing to clearly demonstrate the incremental value to our clients.

What drives you to succeed in media?

A thirst for knowledge. I am lucky to work in a global industry which provides me with a platform to connect with and learn from an incredibly broad range of people and businesses. Excitement lies in learning new ways of working, learning from a new set of peers, experiencing different agency/market cultures and understanding new local market nuances. Knowledge is power and by leaning in and having this broad understanding, it ladders up to me being a better strategist and a smarter individual.

Why are you one of the industry’s hottest young talents?

I’m highly motivated and self-starting, with an infectious positivity that’s helped me be a driving force in creating a sense of culture within the agency. I’ve assisted lower staff churn and increased morale, by instigating and applying behavioural economics. Alongside my natural talent for insight and ideas, my instinctive good judgement of situations provides me with the confidence and gravitas when networking and influencing others. This was demonstrated when we were short a strategy director and I temporarily filled the position, leading multi-market strategies, running workshops across Europe and maintaining client satisfaction.