Tamara Alesi has been
in media more than 18 years, with stops that included running
Apple's digital assignment at OMD. But her impact in less than a
year since joining MediaCom USA as managing partner-head of digital
strategy has been perhaps her most noticeable yet.
Ms. Alesi, 41, said she made the jump partly because she was
drawn by MediaCom USA CEO Sasha Savic's focus "on content and
connections" beyond just what's commonly called "media." She
quickly helped bring Revlon's "Love Is On" campaign to life with
"Love Test," a film from Tatia Pilieva to capture couples talking
about their relationships and improving them with a daily beauty
ritual. She's helped improve Revlon's client rating of MediaCom by
33% in six months and bring the brand to dollar-share growth for
the first time in a decade.
With Subway, another client, she's helped boost agency revenue
and bring some measurable media success with a program that
included using Foursquare to measure impact of digital ads on foot
What's your must-have media property of the
moment? My phone is my bible. I do everything through it.
My favorite apps are Venmo mobile wallet, Pinterest and
How do you rate the media coverage of election
2016? First, I'm with her. Second, I think John Oliver and
Bill Maher are the only good things to come out of the 2016
Do you use an ad blocker? Absolutely not. I
actually like ads. I love what I do.
What will be the hottest thing in media in
2017? Messaging. Consumers are leaning into brands. They
want you to be relevant to them. They want you to have a one-to-one
Who's your favorite follow in social media?
John Durham, managing general partner of strategy firm Catalyst, on
Facebook or @durham200 on Instagram. He's a mentor to me and
someone I've followed in business a long time.
Profile by Jack Neff for Advertising Age.
Originally published on September 26, 2016.