#32Under32 Photobooth Sponsor Spotlight: Colle+McVoy
Colle McVoy has been a proud supporter of AdFed since its inception. As the gold sponsor of the #32under32 awards photobooth this year, we can’t wait to see all the #32under32 finalists smiling faces. Many of our employees make the list each year. Our employees are passionate experts about their specific disciplines and clients’ industries, and this year’s three finalists — Briana Fonda, Iva Devcic, and Casie Cook — are no exception. Read on to learn their proudest moments from the last year, their visions for advertising’s future and their podcasts of the moment.
What’s one career-related thing from the past year that you’re most proud of?
Briana Fonda (BF): I’m most proud of my recent promotion to brand experience strategy director at Colle McVoy. It’s a new position that stretches beyond digital strategy and into the overall experience people have with brands. It’s exciting to see that agencies and brands are embracing the idea that digital isn’t just a tactic; it’s part of how we as humans navigate the world.
Iva Devcic (ID): I was able to sell in and help teams execute innovative work opportunities that are a breakthrough in my client’s category, are in line with pop culture and will position my clients as thought leaders in their industry. I haven’t let myself become complacent in what’s always worked and instead have championed some big ideas.
Casie Cook (CC): Winning a Gold Effie for strategy and creative work with Be the Match. We had the best team and, more importantly, we set the organization up to save more human lives. That is AMAZING.
Advertising is rapidly changing. Where do you see the industry heading in five years?
BF: Advertisers have formed a bad habit of disrupting people with messages that aren’t necessarily relevant to them. It’s led to people doing everything they can to avoid advertising, which, of course, isn’t what we want. I think that advertisers of the future won’t be creating ads, but instead will be creating authentic brand experiences that people welcome into their lives. To do that successfully, I think our industry needs to always put people at the center of everything we create.
ID: The future of advertising will continue to be even more immersive, personalized and experiential – basically, it won’t look or feel like advertising. I believe advertisers will shift to become more specialized experts in one area and will partner with each other for heightened success. Rich consumer behavior data will continue to drive initiatives, but we’ll have to find unique ways to tackle the barriers of consumer privacy and sharing data with marketers.
CC: In order to truly influence brand perceptions and create change, we’re having to fully immerse ourselves in the businesses of the brands we serve in order to improve operations at every level for better consumer experiences. The pressure is on to make every brand better for the good of humanity. I can’t think of anything more motivating!
If you could go back in time and tell your younger self one thing, what would you tell her?
BF: Take risks, move somewhere new for a few years and don’t be afraid to explore different opportunities that help you uncover new, unexpected talents.
ID: Be present and happy in life’s little moments. Often we become preoccupied thinking about either the past or the future, and we lose sight of what we already have. I’d tell my younger self to slow down and savor every moment.
CC: Get out of the country for a while!
What’s the biggest challenge you face as a young person in the industry?
BF: It can be challenging to find your place in an industry that’s constantly changing. I learned early on that finding a mentor or a few mentors was key to finding my way and giving me the courage to take chances and overcome challenges.
ID: Not losing myself and never forgetting my passions when I’m caught up in the day-to-day. It’s so important to never lose sight of what led you down this career path and to always remind yourself why you love what you do!
CC: Pushing for new ways of thinking and doing things when you don’t have decades of conditioned behavior to fall back on. I think that is scary for some people who work with me and exciting for others. I never want to do the same thing twice. How boring!
Finally…if you could be a guest on any podcast, which one would you choose?
BF: A friend recently introduced me to 99% Invisible, which is dedicated to answering questions that you may have thought about but never dug into, like the origin of the fortune cookie. As someone who loves learning the “why” behind things, it would be fun to be a guest on a podcast dedicated to discovering some of my unanswered questions…like why puppies are so irresistible.
ID: On Being with Krista Tippett.
CC: On Being with Krista Tippett, so we could talk about the strangeness of the human condition.
We hope you’ll join Colle McVoy at the #32under32 Awards at the Varsity Theater on May 17, 2018.
TICKETS AVAILABLE NOW.
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