Lauren Israel is the EVP, Global Managing Partner at UM. Israel manages their Johnson & Johnson and Kenvue accounts, overseeing their investment decisions globally and focuses on the customer journey across all media touchpoints. Watch this video to find out more about her work and how she partners with VIZIO.
Who are you, and what do you do?
I'm Lauren Israel. I am the EVP, Global Managing Partner at UM, and I manage the Johnson & Johnson and Kenvue accounts, overseeing their investment decisions globally.
We're really focused on trying to understand for our consumers and our patients, what that customer journey looks like, and creating a really seamless consumer experience for them across all of the media touchpoints.
For us, we think about using streaming as a way to find additional household penetration and reach beyond just our base media plan. Again, I feel like consumers don’t necessarily think about video as linear or streaming, right?
Like as marketers, that's how we think about the ecosystem. But for them, video is video and it sort of doesn't matter what the touchpoint is or how it's getting accessed in their household.
What's it like working with a partner like VIZIO?
Working with a partner like VIZIO is really exciting because we're able to really have that broad reach, but then also that really specific targeting capabilities, to try and find either specific demographics or potentially households with certain viewing behaviors.
Our clients have also found VIZIO to be a really brand safe platform, which is really important for us.
How does VIZIO help you activate across the marketing funnel?
I think for, sort of, all of media, it's really not binary. We try and think about the whole consumer journey and the power of having both upper funnel and lower funnel media, so that we're really creating demand but then also driving conversion.
As a leader, how do you keep everybody on your team motivated?
I think that's where I really do try and encourage my team. To have that growth mindset so that we're continually striving to reach new goals, and really making sure that we are recognizing small accomplishments and big accomplishments, which helps us really ensure that teams feel recognized for their work that they're doing and continually motivate them to set new goals.
For me, if I can set clear goals for the team and then create a structure that both provides the support they need and the encouragement they need to reach those goals, I really believe that my team can accomplish anything.
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