Former MySpace senior vice president of insights and planning Heidi Browning is back in the ad-agency realm, recently assuming the newly created post of global digital officer for Interpublic Group of Cos.’ Universal McCann.
Browning spoke with AdAge.com about what she learned at MySpace:
A lot, like the notion of how, when and why to think about social in campaigns and what it actually takes to deliver on that, because, as we know, a lot of people think about social media on a campaign-by-campaign basis and it’s really much bigger than that. It’s infused into your entire business: how you communicate with customers, how you influence your product, how you market and how you do promotions. There are so many different aspects that touch your business that are social, so taking that experience and knowledge and knowing what works and doesn’t work and being able to apply that to Universal McCann’s clients is going to be enormously useful.
There are two reasons I left, one being that there’s a lot of opportunity in general and I was really excited to get back in to the agency world here in San Francisco in particular. San Francisco has been a really strong media-agency world, especially on the digital side, and the city itself has seemed to have lost a lot of business over the years. And I wanted to start to infuse the agency connection with Silicon Valley into Madison Avenue so that we can continue to drive San Francisco on the map as a digital innovation leader that is a natural driver for global digital practice.
And MySpace is in its second phase of life and will emerge in a really interesting and differentiated place. I’m really happy to see where they are going and I can’t wait to see where they ultimately end up.