Abby Carvosso, group managing director, advertising, at Bauer Media reveals her international media and marketing ‘hot’ and ‘not’ trends.
1 – Summarise yourself in three words.
“Authentic, energetic, passionate.”
2 – What made you want to pursue a career in media and marketing?
“I saw an ad at university to work on magazines like Vogue, Tatler and GQ and I thought that working on such amazing brands and reading magazines all day sounded brilliant! I had no idea it was for sales, but I got the job on their classified graduate scheme and the rest remains history. I feel privileged to have been involved in the launch and development of market changing brands such as Grazia and The Debrief.”
3 – Describe your ideal client.
“Smart, fun, brave and passionate about what they do. The magic really happens when you work with a client with a shared vision, mutual trust and a passion for the partnership.”
4 – Name your favourite ever campaign.
“The VW ad with Paula Hamilton. It was stylish, sassy, fun and I loved that it told a story that connected in under a minute.”
5 – Which award win are you most proud of, and why?
“When Grazia won Media Week’s Brand of the Year. Working on the launch of Grazia was the best job in the world – we completely transformed the market, getting upscale women to buy a weekly magazine and premium advertisers to advertise in a weekly magazine. It was all about news with shoes! People thought we were brave and mad, but it was an incredibly talented team of passionate, smart and fun women all with a joint goal to do something amazing – and we did.”
6 – Who is the best industry speaker you have seen?
“A few years ago I saw Sir Martin Sorrell doing an intimate fireside chat in Cannes. It was incredibly inspirational as he told his story of how he got to be where he is. It was very personal and genuine, spine-tingly good!”
7 – Which is your favourite social media platform, and why?
“I am quietly addicted to LinkedIn. I always find something of interest to read, it is a great place for information, insight and just to fall upon good content to inform, inspire and entertain.”
8 – Where is your ideal meeting venue?
“Covent Garden Hotel.”
9 – What is your favourite restaurant?
“Mon Plaisir on [London’s] Monmouth Street. It was where I had my first media lunch all those years ago and I still love it.”
10 – What is hot in international media and marketing, and what is not?
“Digital audio is steaming hot right now, not just in the audience growth as more people listen to their favourite radio brand, starting via their mobile device, but also from an innovation perspective as we can grow our audiences for non-radio brands via playlists and podcasts. We have just launched The Debrief podcast so watch this space.
“What is not so hot is the ongoing conversation around trust in media. We as premium media owners need to stand up and speak out more – we have deep and long standing audience relationships. Our consumers look to us to give them trusted curated content and because of this we create meaningful connections with our readers and listeners, meaning the context in which brands are seen is more relevant, more impactful and, above all, transparent.”
11 – Which industry buzzword would you ban?
“There are so many I would ban – I like clear simple words that mean something.”
12 – Where do you see yourself in 10 years’ time?
“The media landscape is changing so quickly that I think it is difficult to say where I will be in 10 years’ time. But suffice to say I will always be up for a challenge and therefore likely to be doing something with curious and brave people (that is lots of fun!).”
3 – Finally, who would play you in a movie of your life?