An Interview with Cindy Manalo, Account Director at Time Inc.

A close friend, a colleague and an Account Director within my division are just some of the ways that I would describe Cindy Manalo. As such, I thought it would be a great idea to get her perspective on what is happening in the digital world and what her client requests sound like these days. Cindy is responsible for helping to launch and develop new business projects for Time Inc. Content Solutions (TICS). In her role as Account Director, she is responsible in managing all aspects relating to the production of a communications project from content development through the final distribution phase. Prior to joining TICS, Cindy spent 7 years in the advertising industry in Account Management at various agencies that included McCann Amster Yard, BBDO, Bozell and Ammirati Puris Lintas.

Below you’ll find Cindy’s view on the advertising world, the changing landscape and how she handles client’s needs and concerns in this networked society.

Throughout your career in advertising I am sure that you have handled many client requests. What are the major differences that you are seeing now versus a few years ago?
There definitely seems to be more interest in return on investment (ROI) these days. Given the economy lately, I think companies want to make sure they’re putting their money in the right place – they can’t afford to be wasteful. And given all the media platforms out there, companies need to make sure their messages are being heard in the right venue – whether it’s print, digital, etc – and they want proof that their marketing dollars are working. So more and more, marketers are asking, “what’s my ROI?”. They need to be accountable for their budgets, and now agencies are taking part in that accountability too.

What do you think the biggest challenge is for companies and brands today?
I think the biggest challenge for brands today is creating communication pieces that are engaging to their target audience. Marketing in today’s world goes beyond just TV, print and radio advertising. There’s much more fragmentation given that the digital world has opened up many new ways to communicate, i.e. mobile devices, social networking, podcasts, blog, etc. The consumer still only has 24 hours in a day but now has many more ways of receiving information so time spent with any one media outlet is now much more limited. For a brand to stand out and attract customers in this fragmented world, they need to engage each member of their audience enough to have them slow down and pay attention. Not an easy task in a 24/7 society.

Are you seeing more requests that are focused around digital initiatives?
Definitely. I think almost every one of my Clients has some sort of digital initiative, whether it be an e-newsletter, microsite, blog or just basic content that we’ve created for their main website, there are definitely more requests around digital initiatives. And given that our expertise is creating engaging content for our clients, it’s easy enough to take that content and either print it for a communications piece or digitize it for an online presence. Clients are realizing the world of content is not just defined to a magazine or direct mail piece, engaging content is becoming more and more of a necessity online.

Are clients asking you about social networking, widgets and websites like Facebook and Twitter? What is your suggestion for clients that are interested?
There have been requests by some of my Clients for social networking but I wouldn’t recommend it for all Clients, only for those that can tie it into their product or brand where it makes sense. A few months ago, we created a fun styling tool that appeared on Facebook for a Client that makes razors for men. It was a widget that people can download which then let them “try on” different facial hair styles on their profile pictures. It really tied in nicely to what the brand stood for and what Facebook is about. If it’s an organic fit, then I would recommend it to a Client, otherwise it could feel too forced and the audience would see right through it.
Many consumers turn to the web for their news and information. Likewise, the adverting industry has seen a shift since many companies are shifting dollars around to incorporate digital initiatives.

What is your point of view on brands using print mediums versus digital initiatives? Do you think one is more important than the other?
I think both print and digital have their place and don’t necessarily think one is more important than the other. I also think you sometimes need print to drive people to their messages online. Just because there’s a website out there doesn’t mean, if you build it, they will come. The print medium can help drive people online for more info or for more interactivity that you can’t get in print, i.e. video, photo galleries, blog updates, etc. I do believe both mediums can live independently of each other, but there could also be a nice interdependent relationship as well.

Can you give a few guidelines or best practices when trying to figure out the best strategy to use in this fast-paced digital world?
I would say there are 3 things a marketer should do that are important to succeed in the digital world:
1) Have clear objectives. Know what you want to accomplish online whether it’s increasing awareness, driving behavior, or building brand loyalty, having clear objectives will keep you focused.
2) Create engaging content. No one will care what your site is about unless you have content that is engaging. It can’t just be more marketing speak. People are coming to your site willingly so be relevant to your audience.
3) Give them a reason to come back for more. Don’t be static; refresh 1-2 pages often so people will see there’s new content. People don’t want to come back and read the same thing over and over again. Surprise and delight and they will want to come back for more.