Media Planner of the Month: Heather Culkeen, OMD
How did you get into the advertising industry?
I had an interest in marketing from a young age and did a master’s in marketing at university. One lecturer mentioned (in passing) about a website where you could apply for media agency jobs – and that was how I landed my role in OMD. I have been here ever since!
What is your proudest career highlight?
I’m lucky to say that in my short career so far, I have had the opportunity to work on a lot of varied clients including PepsiCo, Aer Lingus, SSE Airtricity, Renault, and Uber. However, one thing that sticks out to me is winning a Media Award for a campaign with the Irish Blood Transfusion Service. Not only was it exciting to have our team’s work recognised at an industry level, but it was also very rewarding as our campaign led to a significant uplift in blood donations, meaning that our campaign actually saved lives, not something we can say every day in our jobs!
What are your reasons for using news brands in your media plans?
While print readership is declining, I think that news brands are going to become increasingly important to drive trust and favourability for our brands. During a time when there is a lot of conversation about ‘Fake News’, people don’t know what sources they can trust. Here in Ireland, we have a stronger interest in news compared to our UK and US counterparts and interestingly, online news (excluding social media) has recently overtaken TV as our primary source for news. For this reason, it’s critical that brands tap into our news brands’ power to deliver on trust.
What’s your favourite ad campaign featured in news brands?
I always love an ad that can make me laugh – one of my favourites is Specsavers’ ‘Should’ve gone to…’ campaigns – they’re so simple, but the execution is always so clever, you recognise it straight away!
What role does journalism play in your life?
I think it’s important to stay up to date about what is going on around us, both at home and abroad, especially in a year where elections happening globally, it’s really important to be informed. With so much information and opinions out there, I really rely on trusted news sources to get information.
You’re a journalist for a day: what would you cover?
I think I would like to cover small wins or acts of kindness that people do for each other. Sometimes a small act of kindness has such a huge impact, and I think we should celebrate these more!
How do you switch off from work?
I normally go for a long walk after work to get out in the fresh air and switch off. I’m also trying to learn French at the moment on Duolingo – I’m determined to keep my streak! Other than that, I like listening to podcasts, reading, or just spending some time with friends.
Who would be your 3 dream dinner party guest?
Firstly, Phoebe Waller-Bridge- she is an amazing writer and all-round brilliant comedian, Greta Gerwig – one of my favourite directors, and Taylor Swift – not only for her musical talent, but she’s also a pretty incredible businesswoman!
