In conversation with iProspect’s APAC CEO
Joanna Catalano joined the tech world in her early 20s. It was a time when many couldn’t understand the power of emerging technology companies. Every day was a new challenge for Catalano.
When she was at Google for a while, Catalano realised there is a whole new ecosystem that needs people like her to jump in and take charge. And, that’s how she decided to change gears and join Dentsu Aegis Network’s iProspect, which makes it her first stint at an agency. Brand Equity spoke to Catalano to understand her thoughts on agency life, clients and the new buzzword “content performance marketing”. Read on...
Breathing healthy chaos
Catalano admits that there were raised eyebrows when she met her fellow colleagues across divisions, but that didn’t really affect her in any way. “There is a massive opportunity to reinvent at the agency side of the business. We are at a time when we need more people who know how to lead businesses.”
Does that mean she enjoys the chaos in her agency life? Well, Catalano believes while the energy is powerful, there are a few fundamentals that professionals of this side of the industry need to understand. “I still think in agencies, there are times when there is a slight lack of efficiency to grab an opportunity. That’s because there are too many things going on at the same time,” she believes.
It’s all about networking
Catalano spends a lot of time meeting clients. She is of the opinion that as a culture, agencies should spend much more time at the clients’ to understand and track the way they approach their businesses. Today, the challenge is not to educate the client on digital. “These days you don’t have to pitch the idea of why a brand should be online. The focus should be on selling product developed by agencies,” says Catalano.
She also thinks agency models need a refresh. While there is a great energy that start-up agencies are bringing in, are they really reinventing the fundamentals, she wonders.
Decoding the new buzzword
Content performance marketing is the new buzzword that marketers are betting big on. She says the performance of a campaign on the internet is not just about search. It has moved to a point where it is all about consumer engagement and packing content intelligently. And, Catalano is going to be a stronger endorser of this, she concludes.