CEO Mediaplus North America
Playbook of Innovation:
Can you answer this in one word? Innovation, for you, is…
Tamara Alesi:
Creativity.
At Mediaplus, creativity is the cornerstone of innovation in the media landscape. It's the catalyst that enables us to think differently and push boundaries, which elevates our work and delivers exceptional results for our clients.
Innovation in media can take many forms, from exploring new channels and platforms to devising novel strategies that maximize campaign impact. Creativity plays a crucial role in each of these aspects, empowering us to uncover unique solutions and engage audiences in fresh and exciting ways.
Our commitment to creativity extends beyond traditional advertising methods. We apply it to every facet of our work, including how we collaborate as a team, interact with clients, and foster partnerships with publishers. This creative mindset ensures we remain agile and open to new ideas, driving innovation across our organization.
Ultimately, Mediaplus sees creativity as the main ingredient of innovation. By embracing a creative approach to problem-solving and fostering a culture of innovation, we empower our people, partners, and publishers to achieve remarkable results.
Playbook of Innovation:
Why is innovation important for you, your teams, your agency, clients, consumers, and the industry?
Tamara Alesi:
Innovation is a fundamental pillar at Mediaplus, influencing every aspect of our agency's operations. Here's why innovation is critical to our success:
For the Leadership Team and Me: As the driving force behind our agency's vision, it's essential to constantly innovate to future-proof our business, create growth opportunities, and attract top talent. By championing innovation, we can maintain a competitive edge in the industry and better serve our clients.
For Our Teams: Encouraging innovation within our teams fosters a culture of creativity and forward- thinking. It empowers our employees to challenge the status quo and develop groundbreaking solutions that leave lasting impacts on our clients' businesses.
For Our Agency: Innovation is crucial for our agency to remain agile and adaptable in an ever-evolving industry. By embracing new technologies, methodologies, and strategies, we can provide exceptional value to our clients and stay ahead of the competition.
For Our Brand Partners: Innovation enables us to offer unique and impactful solutions for our clients, helping them differentiate themselves in a crowded market. By working closely with our clients to innovate, we can anticipate their needs and drive meaningful results for their businesses.
For Consumers at Large: Understanding consumer behavior is at the heart of effective media strategies. By innovating how we connect with consumers, we can create engaging and relevant experiences that resonate with their preferences and lifestyles, driving brand loyalty and engagement.
In summary, innovation is the lifeblood of Mediaplus and the key to our agency's continued success. We strive to embrace innovation in every aspect of our work, fostering a culture of creativity and forward-thinking that benefits our employees, clients, and consumers.
Playbook of Innovation:
How do you create an environment where innovation can flourish?
Tamara Alesi:
I’m proud of the House of Communication we’re building in North America. Our North American headquarters is designed to inspire creativity and foster collaboration with a warm, inviting atmosphere that encourages our teams, partners, and publishers to feel at home.
We believe that having a workplace that sparks joy and encourages open communication is the foundation for groundbreaking ideas to flourish. Our culture embraces the mantra that "no idea is a bad idea," empowering our employees to explore their creativity without limitations. We encourage sharing, exploration, and collaboration to ensure innovation is woven into the fabric of our daily work.
From the moment you step into our office, you feel the potential of innovation. Our smaller yet beautiful space is intentionally crafted to invite new possibilities and inspire fresh thinking. The environment we've created not only reflects our values but also serves as a tangible reminder that at Mediaplus, we’re committed to fostering an environment where innovation thrive.
Playbook of Innovation:
What inspires you?
Tamara Alesi:
My primary source of inspiration comes from my family, particularly my 13-year-old daughter. As she grows and evolves, I constantly learn new things about her and the world around us. I strive to bring what I’ve learned into my professional life, as they provide valuable insights into different perspectives and approaches.
Another significant source of inspiration for me is my love for my work. I’m truly fortunate to have a job that brings me joy, and I’m passionate about sharing this enthusiasm with others, both in person and on social media. My desire to continue loving what I do drives me to infuse my workplace with a "work hard, play hard" mindset, encouraging excitement, energy, and fun.
Curiosity is a fundamental pillar in my approach to work, especially in the North American market. By remaining curious and open to new ideas, we can better understand the "why" behind our actions, allowing us to innovate, challenge the status quo, and make meaningful changes in our industry. Without curiosity, we risk stagnation and a lack of progression, hindering our ability to make a significant impact.
Playbook of Innovation:
Is there a tool, service, or product inside your agency that you consider a great example of innovation?
Tamara Alesi:
At Mediaplus, we take immense pride in our support and collaboration with the Creative Collective, a group of talented individuals who bring a fresh perspective to media. By working alongside Max Schöngen, a true visionary in the field, we can elevate our work and deliver exceptional results for our partners and prospects.
What sets us apart is our unwavering commitment to Creative Media, a product that combines the best of media planning and creative execution. This innovative approach ensures that we not only meet but exceed our clients’ expectations, offering a unique and differentiated experience compared to other agencies and networks that may only focus on basic media solutions.
Our involvement with the Creative Collective extends to our North American team, where Madison Rhyner is an active member. This global collaboration allows our teams to grow and learn from one another, fostering an environment where problem-solving and creative thinking thrive.
Ultimately, the Creative Collective is an invaluable asset that gives Mediaplus a competitive edge in our industry. By placing creativity at the forefront of everything we do, we can deliver on our promise of providing an unparalleled experience for our clients, setting us apart from the rest of the pack.
Playbook of Innovation:
In your opinion, what’s the most innovative thing about Mediaplus?
Tamara Alesi:
As a newer addition to the Mediaplus family, having joined the team alongside Jasmine Presson nearly three years ago, I’m continually amazed by the exceptional talent and innovative mindset our North American team brings to the table.
What truly sets Mediaplus apart from other agencies is our people. They are the driving force behind our innovative approach to media, consistently pushing the boundaries of what's possible and delivering outstanding results for our clients. This unique blend of creativity and expertise hasn’t gone unnoticed, with many of our global collaborators acknowledging the unique qualities of our team and how they think differently about servicing brands and partners.
At Mediaplus, our people are the core of our innovation, and their dedication and ingenuity allow us to stand out in a competitive industry. By nurturing and empowering our team, we can continue to deliver exceptional experiences for our clients and maintain our position as a leader in the media landscape.
Playbook of Innovation:
Did your view of innovation change in the last years? If yes, why?
Tamara Alesi:
The dynamic nature of the media landscape is a key reason why I'm so passionate about working in this field. With media evolving daily, there's always something new to learn, explore, and adapt to. From the ever-changing app landscape to the various ways we connect, consume, and create, innovation is integral to staying ahead in this rapidly changing industry.
As an agency, we must keep our finger on the pulse of these changes, constantly updating our approach to ensure we're delivering value to our partners. This means not only staying efficient but also focusing on effectiveness. By embracing innovation and thinking outside the box, we can craft strategies that resonate with consumers and make a real impact.
Artificial Intelligence (AI) is a topic that has gained significant attention in recent years, particularly in the realm of creativity. However, AI has been an understated part of media for a long time. Recognizing the role of AI in media and innovating around it as a tool is crucial to maintaining a competitive edge, enabling us to connect with consumers more effectively and efficiently. Efficiency is undoubtedly important in media, but effectiveness should remain our top priority.
Playbook of Innovation:
Thank you for those insightful thoughts, Tamara. Now, to switch things up and have a little fun, let's move on to a quick game of this or that, starting with an important question: pineapple on pizza or not?
Tamara Alesi:
No to pineapple on pizza. I’m Italian; that does not fly with me.
Playbook of Innovation:
Mac or PC?
Tamara Alesi:
Mac. Apple was a client of mine a long time ago. I won’t age myself, but I launched the iPhone globally and never turned back. I’ve been an Apple person forev
Playbook of Innovation:
Train or plane?
Tamara Alesi:
I love traveling by train. It’s one of my favorite things about coming to Europe. I usually fly into Zurich so that I can fly directly, and then I take the train to Munich, and it’s a lovely way to put yourself in a happy and calm place. Trains are brilliant because they allow us to enjoy traveling while taking it in and relaxing. It’s the perfect trifecta.
Playbook of Innovation:
Farm or city?
Tamara Alesi:
Both. We live in Connecticut full-time but have a pied-à-terre in the city, and it’s the best of both worlds. I don’t think you can have one or the other; you need both. The city provides excitement, fun, and creativity, but the farm, the country is really… I have a greenhouse, so I have my little mini farm, and it’s my happy place. It calms me, makes me happy, and relaxes me.
Playbook of Innovation:
Books or movies?
Tamara Alesi:
I bet everyone said books. I’m all about movies. I like to take in creativity on the screen to relax, get out of my head, and not think about work for a little bit and enjoy.
Playbook of Innovation:
That was fun! Thanks for sharing a bit about yourself. Before we finish, we wanted to ask: if there was something you could share with the rest of the network, what would it be?
Tamara Alesi:
I’d stress how much we love being part of the group! Our experience with Mediaplus has been nothing short of extraordinary. Jasmine Presson and I often discuss our appreciation for the remarkable individuals we work with, such as Florian Haller, Matthias Brüll, Fabian Prüschenk, and Markus Noder. Florian's unique perspective as a girl-dad brings a refreshing approach to our collaborations, while Matthias's supportive leadership style makes him a standout CEO. Even though we are leaders in our own right, it's comforting to know that we have a strong support system to lean on.
Furthermore, our global community within Mediaplus is something we truly cherish. My recent trip to Milan provided opportunities to connect with Giovanni Ghelardi and his team, who imparted invaluable wisdom and encouraged me to maintain perspective. These experiences highlight the strength of our global network and the significance of cultivating relationships across borders.
Looking forward, I hope we can continue to grow and foster these connections, gaining the freedom to travel to different offices and spend time with other teams.
Playbook of Innovation:
Thank you for sharing your insights today, Tamara. It’s clear how much you value the relationships and experiences within our network. We appreciate your time and the energy you bring to your role and are excited to see your continued progress as the CEO of Mediaplus Group North America
