Media Planner of the Month: Egle Jankeviciene, Group Client Director, OMD

How did you get into the advertising industry?

Actually, it was by accident. During my last year at university, I was searching for an administrative position. I was hired by OMD Lithuania for an office manager position. However, within a few months, I was offered the opportunity to transition into media planning and buying. I quickly discovered a passion for the industry and decided to pursue it further which led me to where I am now.

What is your proudest career highlight?

It’s very hard to choose, given my extensive experience in this industry. However, I have to say that the brands I’ve worked with over the years (and currently working with) stand out to me the most. These include well-known international brands like The Coca-Cola Company, Sony PlayStation, Warner Bros. Discovery as well as closer-to-home, well-established Irish brands like Aer Lingus or SSE Airtricity.

What are your reasons for using news brands in your media plans?

The Irish audience demonstrates a high level of trust in news sources, and a significant portion, 82% of Irish adults, continue to access news on a weekly basis. Although print readership may have declined compared to previous years, people still engage with news content, whether it’s online or in print. Utilising news brands enables brands to connect with audiences in a trusted and contextually relevant environment. News brands have evolved to offer a variety of platforms and formats, adapting to changing consumer behaviours and preferences. By leveraging these platforms, brands can reach audiences across different channels and effectively engage with them.

What’s your favourite ad campaign featured in news brands? 

I have to say, Guinness ads are aesthetically beautiful, creative, and yet so simple. They never disappoint and always bring a smile to my face. I guess it helps that I love a good pint of Guinness myself!

What role does journalism play in your life?

Journalism helps me stay informed about current events, understand diverse perspectives on various issues, and form educated opinions. I rely on journalism to provide accurate and reliable information that shapes my understanding of the world around me. However, with so much misinformation, it is important to fact-check and form your own opinions.

You’re a journalist for a day: what would you cover?

If I were a journalist for a day, I would love to cover a wide array of stories, encompassing both the significant issues of our time and the often-overlooked narratives deserving of attention. However, ultimately, I would choose a topic that is underreported by the world media. I would use my voice and journalistic research to draw the world’s attention to the issue. Our world is filled with noise and subjective reporting. I would be determined to bring clarity and depth to the conversation.

How do you switch off from work?

To unwind, I enjoy reading books, and my ‘what to read’ list never seems to get shorter! I always aim to read about 25 books per year. Additionally, I’m currently learning French from scratch. It’s challenging, but I hope it will enable me to put a few sentences together the next time we’re on holiday in France. I also love going for walks while listening to music; it’s a perfect way to relax.

Who would be your 3 dream dinner party guest?

Jay Kay from the band Jamiroquai and his band are on my bucket list to see. I’m inviting him in the hopes that he will sing a song or two after dinner! Angela Merkel was frequently referred to as the de facto leader of the European Union and the most powerful woman in the world. I think she would be a very interesting person to chat with about everything. Lastly, Tommy Tiernan for some good fun, hosting skills and some Irish charm!